AI Travel Tool Usage Has Risen Sharply
A new Propellic report reveals that artificial intelligence now plays a significant role in most travel purchases.
Updated on Oct. 1, 2026 in Travel — General
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AI tools were involved in 56 percent of travel purchase journeys during the first half of 2026, up from 33 percent during the same period in 2025. Research indicates that 70 percent of travelers now trust AI-generated recommendations more than traditional search results.
Why it matters
The rapid shift toward AI highlights a fundamental change in how consumers organize travel, as users increasingly favor customized planning over pre-existing tours. However, technical shortcomings like irrelevant advertisements and broken booking handoffs remain significant hurdles for the industry.
ChatGPT led the market with 47 percent of AI tool use among participants, followed by Google Gemini at 22 percent and Google AI Mode at 20 percent. Users rated the accuracy of these AI recommendations at 4.1 out of 5, with only 5 percent expressing total distrust.
The players
Propellic
This organization is a research firm that specializes in digital and AI-driven trends within the travel industry.
Travolution
This is a digital publication focused on technology and innovation within the global travel and tourism sector.
The details
Participants in the Propellic study planned their own multi-day itineraries while sticking to a single AI tool throughout the week. Despite high satisfaction ratings, the report noted that unreliable booking handoffs and intrusive advertisements frequently undermined the utility of AI responses.
Timeline
During the first half of 2025, AI was used in 33 percent of travel purchase journeys.
During the first half of 2026, AI involvement climbed to 56 percent of travel purchase journeys.
The Propellic report was published via Travolution on October 1, 2026.
Travel Outlook
This trend mirrors the broader global shift in consumer behavior where users are migrating from traditional search engines toward generative AI interfaces for complex task planning. The rapid adoption rates suggest that the travel industry is currently navigating a pivotal transition away from standard search-based booking ecosystems.
Travelers should verify booking details manually, as AI tools often struggle to preserve specific information during the final checkout transition. While these tools offer high accuracy for itinerary ideas, users should be prepared to cross-reference prices across platforms to avoid missing relevant offers.
The takeaway
AI is becoming the primary assistant for complex trip planning, yet the technology currently functions best as an inspiration tool rather than a comprehensive booking engine. Users should leverage AI for itinerary customization while maintaining a critical eye toward the logistics of final reservations.
Further reading
For more context on how technology is changing the sector, visit Travel — General.
Source note: This article includes information reported by Travolution.
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