Overview

• Amadeus’ global study of 9,500 travelers reports a 64% year-over-year jump in generative AI use for trip planning, with users citing time savings, personalized ideas and discovery of new destinations.
• Payment appetite is high: 64% globally would pay for an in‑trip AI assistant and 17% would pay up to 5% of trip value, while in the UK 37% would pay a one‑off fee averaging about 2.4% of the trip, led by younger adults.
• Convenience tech interest is strong, with 69% favoring biometric gateways and 66% open to home baggage collection globally; UK figures are similar at 70% for biometrics and 64% for remote bag check‑in.
• Reliability remains a hurdle, as roughly a quarter report outdated or inaccurate AI results and similar struggles with personalization, prompting calls from Amadeus leaders for better data, integration and travel‑specific training.
• Abta’s UK polling shows AI use for trip inspiration doubled to 8% year on year, rising to 18% among 25–34s, yet friends and family remain the top source of advice and industry leaders say many customers still want human agents.