AI Travel Agents Gain Traction Among Younger Travelers

A growing number of travelers are embracing artificial intelligence to plan and book their entire trips, with new research from Accenture showing that more than half of global consumers are ready for AI-powered agents to take full control of the travel experience. The findings are part of Accenture’s Consumer Pulse 2025 report, which surveyed 18,000 people across 14 countries and found that generative AI is now the leading tool for travel discovery among so-called “active users”—defined as those using generative AI weekly for personal or professional tasks.

Accenture said that 80% of travelers are already leveraging generative AI for aspects of trip planning across airlines, hotels, and travel platforms. Among this highly engaged user base, 93% said they either have or would use AI tools to support purchasing decisions. In many cases, these tools are surpassing traditional resources like online travel agencies and social media, and are increasingly seen as personal travel concierges that provide tailored recommendations based on preferences, past travel behavior, loyalty program data and real-time local insights.

According to Emily Weiss, Accenture’s global head of travel, the real value of AI lies not just in automation but in creating meaningful, emotionally engaging experiences. The report notes that 81% of travelers now seek immersive experiences at the planning stage, and 79% are more likely to engage with brands that remember them and make them feel recognized. More than four in ten respondents also said they would consider switching to brands that proactively use AI to improve the planning process.

One notable shift is the emergence of “agentics,” a term used by Accenture to describe next-generation AI agents capable of managing complex, goal-oriented tasks with minimal human input. These agents can handle real-time price tracking, loyalty integration, and dynamic itinerary adjustments—all while offering conversational support that reduces the cognitive load on the traveler.

The results sharply contrast with more moderate adoption rates reported by Phocuswright, whose latest surveys across the U.S., U.K., France, and Germany found that 62% of millennials and younger travelers used generative AI for travel in the past year, versus just 35% of Gen X and baby boomers. Similar generational divides appeared in European markets as well. Phocuswright analysts say that Accenture’s broader definition of active AI users may explain the higher percentages reported.

Despite differences in methodology, both firms agree that AI is fast becoming a key travel planning tool—especially for younger, digital-first travelers. With 86% of all respondents expressing a desire to shape their own experiences and 78% already using AI assistants to shop, the future of personalized, intelligent travel planning may arrive sooner than expected. As AI adoption accelerates, travel brands that embrace emotionally resonant, AI-powered interactions will likely gain an edge in loyalty and pricing power.

Tags: phocuswire, SyndicEx250629B

AI Travel Agents Gain Traction Among Younger Travelers

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