Phocuswright research explores travelers' comfort using GenAI

Nearly half of travelers would be comfortable in a chatbot interaction where they provide their trip preferences and the AI platform offers a range of recommendations

Given the widespread knowledge and interest in using technologies like generative artificial intelligence, virtual reality and augmented reality among today's travelers, travel brands should continue down the path toward integrating them into the ways in which travel can be planned, booked and experienced.

Key takeaways

• When it comes to comfort level with using generative AI to help plan a trip, those most comfortable are more likely to be under 55 in the United States, Canada and the United Kingdom, or under 35 in France, Germany and Spain;
• Overall, the youngest travelers seem the most comfortable, with the exceptions being the U.S. and U.K., where the 35-54 cohort express the greatest comfort. Notably, young Spaniards are by far the most likely to indicate ease/comfort in incorporating AI into their travel planning process;
• However, travel brands should make a concerted effort to ensure that all interactions are safe, private and as convenient as possible.

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