More than half of Gen Z travellers now trust artificial intelligence (AI) to make bookings on their behalf, according to the latest WTM Global Travel Report. The report highlights how younger generations are driving the adoption of AI across the travel industry.
The study, which draws on data from Tourism Economics and other research organisations, shows that AI is playing a growing role in travel planning. Across all age groups, 58% of travellers use AI to search and compare prices, while 53% rely on it for recommendations.
The use of AI chatbots to plan international trips has also more than doubled, rising from 10% in 2024 to 24% in 2026. Travellers under 35 account for much of this growth.
Agentic AI, which can independently complete bookings, is also gaining ground. The report found that 36% of travellers trust AI to finalise bookings. However, attitudes vary significantly by age. Among those aged 18 to 34, 54% trust AI to complete bookings, compared with just 18% of travellers aged 55 and over.
The report also suggests that AI's influence on bookings may be greater than current figures indicate. Booking Holdings, for example, reported that AI referrals account for less than 1% of room nights. However, many travellers use AI for research before completing their reservations directly with suppliers.
AI adoption is also accelerating across the travel industry. Tourism Economics found that 87% of tourism organisations were using AI by early 2026, mainly to improve operational efficiency.
Major companies, including Royal Caribbean Group and Booking Holdings, have reported benefits from AI adoption. These include improved revenue management and lower customer service costs.
“AI is not an emerging trend; it is an established part of the travel and tourism industry,” said Chris Carter-Chapman, Event Director at WTM London.
The findings highlight AI's expanding influence on both traveller behaviour and business operations, with younger consumers increasingly comfortable allowing the technology to make travel decisions on their behalf.
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
