Accenture just released the results of its most recent Consumer Pulse Survey which reveals that a growing number of travellers are opting for generative artificial intelligence (gen AI) over social media to help them plan their trips.

In the report titled Me, My Brand, and AI: The New World of Consumer Engagement, findings show that gen AI is already the number one go-to-channel for travel discovery ahead of social media and Online Travel Agencies (OTAs), for active Gen AI users, defined as people using gen AI tools at least weekly for personal and/or professional reasons.  

This is an interesting development, given how in last year’s Consumer Pulse Survey travellers griped about how booking hotels was harder than buying a car and that choosing a flight was almost as hard as choosing a mortgage. 

Indeed, around 73 percent of consumers surveyed at the time complained that they faced information overload due to the sheer number of choices, messages, ads and claims presented to them online.

This resulted in up to 73 percent of them veering away from booking both flights and hotel stays through digital platforms.

Now, however, both gen AI and agentic AI are helping travel companies resolve the matter by empowering travelers to discover and purchase the right experiences with confidence tailored to their individual needs.  

In light of recent developments, Accenture’s global travel lead Emily Weiss remarked: “In the space of a year, 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." 

How gen AI is changing things up in global travel

Gen AI provides an opportunity for the travel industry to reimagine the discovery and purchasing process for travelers.  

Key findings regarding how the use of contemporary technology is changing the game are as follows:

• 80 percent of travellers in the sample across airlines, hotel stays, and travel platforms are now using gen AI tools. Brands can no longer treat gen AI users as early adopters. They are the new mainstream;  
• 86 percent of travellers now want to shape their own experiences, with 93 percent of active gen AI saying this is important to the personal connection they feel with the brand;
• 93 percent of those actively using OTAs have used or would use gen AI to help support purchasing decisions;
• 78 percent of travellers are open to using a trusted AI-powered personal shopping assistant that understands their needs and goals;
• 57 percent of travellers seek an AI assistant that can work across multiple brands and services to autonomously solve for their needs;
• Travellers are 1.3x as engaged, and 1.7x as likely to accept a higher price from a travel provider that delivers emotionally engaging experiences; and
• 79 percent want a travel brand that makes them feel special by remembering them personally.

As Weiss explains it: “For the travel industry, the AI opportunity goes beyond securing bookings. Consider that instead of being overwhelmed by countless options and conflicting reviews, gen AI can act as a personal travel concierge, providing bespoke recommendations based on preferences, budget and location. It can consider factors such as a person’s previous travel history, loyalty program status and even real-time data on local events and attractions.”     

What else do travellers want?

The report also showed that 81 percent of travellers seek immersive experiences at the research and discovery stage of purchasing.

Indeed, around 42 percent opined that they would switch to a brand that could proactively suggest solutions to improve their experience in real-time. 

Also, more than three-quarters of those surveyed declared that they want a brand that makes them feel special by remembering them personally.