What used to sound like science fiction is fast becoming a travel industry standard. According to Accenture’s latest Consumer Pulse Survey, over 50% of global travelers are now ready to hand over their trip planning and booking to AI-powered personal assistants. AI travel agent

This marks a turning point for the travel and tourism industry. AI agents are no longer considered experimental or niche—they’re a mainstream expectation. From researching destinations to managing bookings and making real-time changes, consumers are embracing a future where travel becomes smarter, faster, and more personalized.

Why the Shift?

Travelers today are overwhelmed by choices and underwhelmed by traditional booking experiences. AI tools promise to cut through the noise, using past behavior, preferences, and contextual data to deliver tailored recommendations—instantly.

The rise of AI in travel isn’t limited to early adopters. According to the report, 80% of travelers already use gen AI tools in some capacity. Among active users—defined as those who use gen AI at least once a week—93% have used or would use these tools to support their purchasing decisions.

This shift aligns with broader consumer trends. People are becoming increasingly comfortable with virtual assistants in everyday life—whether it’s for ordering groceries, streaming content, or managing finances. Travel is simply the next frontier.

A Full-Service AI Concierge

Accenture’s research highlights a clear demand for end-to-end travel assistance—not just a chatbot that helps with flight times. Travelers expect AI to:

• Recommend personalized destinations and activities
• Compare prices and suggest optimal booking windows
• Handle reservations for flights, hotels, and transportation
• Adjust plans automatically if delays or cancellations occur
• Provide language support and on-the-ground tips

This is especially attractive to frequent flyers, digital nomads, and business travelers, who value time and efficiency over DIY planning.

How Gen AI Is Replacing Traditional Booking Tools

In a notable trend, Gen AI is now the top channel for travel discovery among active users, overtaking online travel agencies (OTAs) and social media. This means that travelers are increasingly relying on AI chatbots, voice agents, and virtual planners instead of sifting through countless websites or influencer posts. AI travel agent

Accenture’s data shows that travelers today are more engaged with brands that provide personalized, emotionally resonant experiences. They are 1.3 times more engaged and 1.7 times more likely to pay a premium when a travel brand offers a highly customized experience. This provides a powerful incentive for companies to invest in AI agents that can remember individual preferences and deliver tailored suggestions.

The Emotional Side of AI-Powered Travel

Travelers aren’t just looking for convenience—they’re looking for connection. The survey reveals that 79% of travelers want a brand that makes them feel special by remembering their preferences. AI agents make that possible, acting like digital concierges who never forget a traveler’s history, style, or needs.

Accenture’s global travel lead, Emily Weiss, explained,

“We are already seeing AI start to solve for the problem of choice and decision overload, with a real opportunity to bring enjoyment back to the arduous process of discovering and purchasing memorable travel experiences.”

She added that gen AI can go beyond just helping travelers pick a flight or hotel—it can provide bespoke recommendations based on preferences, past travel behavior, loyalty status, and real-time local events. This transforms AI agents into emotionally aware, decision-making partners rather than passive tools.

What Travelers Expect from AI Travel Assistants

Travelers’ expectations of AI agents to plan and book trips are growing rapidly. The survey highlights several emerging desires:

• Immersive discovery: 81% want immersive, engaging research experiences before booking.
• Real-time assistance: 42% would switch to a brand that suggests improvements in real time.
• Autonomous support: 78% are open to an AI assistant that takes care of all planning steps with minimal input.

Consumers are also drawn to “agentic AI,” where agents not only make suggestions but also take actions on behalf of the user. These AI tools can monitor price drops, make reservations, and even adjust travel plans when disruptions occur.

Implications for Travel Brands

For travel platforms, OTAs, and hospitality providers, the message is clear: integrating AI isn’t optional anymore—it’s expected. Companies that fail to adopt intelligent assistants may be left behind by travelers seeking speed, simplicity, and relevance.

From voice-based bookings to predictive customer support, the possibilities are expanding rapidly. Those who innovate now can win the loyalty of tomorrow’s traveler. AI travel agent