AI is no longer a future concept in travel planning. It’s already shaping how travelers decide where to go, where to stay, and what to book.
In our latest market research report, The Rise of AI-Planned Travel in 2026, TakeUp surveyed 300 US leisure travelers to understand how AI fits into real planning behavior today. Not hypotheticals. Not early tech demos. Actual decisions.
The results point to a clear shift:
Travelers are increasingly comfortable letting AI do the thinking and acting on what it recommends.
AI is firmly on travelers’ radar.
That gap doesn’t signal distrust. It signals habit.
Many travelers are satisfied with their existing mix of Google searches, OTAs, and reviews. But the data shows once travelers try AI and see tangible benefits, adoption accelerates quickly.
This is what early-stage behavior change looks like right before it scales.
Among travelers who have used AI for trip planning, reliance is already deep:
Why the stickiness?
Because AI removes friction from the most painful parts of planning:
AI doesn’t just speed things up. It changes how travelers feel about their choices.
Trust emerged as one of the most important themes in the research.
At the same time, travelers aren’t blindly following AI. They verify.
AI acts as the first filter. Traditional tools provide reassurance. Speed comes first. Confirmation comes second.
This is where the shift becomes impossible to ignore.
Travelers are no longer just using AI for inspiration or research. They are acting on its guidance.
Decision-making is moving from browsing and comparing to delegating and confirming.
For hotels, accommodations, and experience providers, the implications are clear.
Visibility today is not just about ranking on OTAs or appearing in search results. It’s about being legible, accurate, and easy for AI to recommend.
That means:
If AI can’t confidently understand your property, it won’t confidently recommend it.
Travelers who haven’t used AI yet are not anti-AI.
What would motivate them to try?
As AI becomes more integrated into the tools travelers already use, this group is likely to convert quickly.
Zooming out, this data points to a mindset shift.
Travel planning is becoming outcome-driven instead of effort-driven. Travelers care less about doing the work and more about arriving at a confident decision faster.
AI is reshaping expectations around speed, personalization, and simplicity. The brands that adapt early will gain visibility and trust. The ones that wait risk becoming invisible to travelers who are letting AI do the choosing.
This blog highlights only a portion of the findings.
The full report includes deeper insights into:
👉 Download The Rise of AI-Planned Travel in 2026 to explore the full data and insights.
How many travelers are using AI to plan trips today?
38% of surveyed travelers have used AI for travel planning, with adoption accelerating quickly among first-time users.
Do travelers trust AI travel recommendations?
Yes. 94% of AI users trust AI recommendations at least as much as traditional sources.
Is AI actually influencing bookings?
Yes. 78% of AI users have booked travel based primarily on AI recommendations.
What does AI mean for hotel visibility?
Appearing in AI-generated recommendations is now critical. Travelers strongly prefer properties that AI can confidently recommend.
Will AI replace OTAs or review sites?
Not yet. AI filters and narrows choices. OTAs and reviews remain confirmation tools.
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