Survey shows modest AI adoption for travel booking among US adults

A survey of 1,000 US adults commissioned by Greetwell in August 2026 found that 53 percent had tried AI for travel, but only 14 percent used AI to research and book trips while 34 percent used AI to plan travel without booking through it.

AI agents can reach airlines via website links, referrers, or data connections, influencing visibility in analytics; Meta’s Muse flight booking for US users connects to distributor Duffel and can access structured flight inventory without visiting an airline website, while OpenAI’s Atlas browsing agent in the ChatGPT desktop app can book through an airline’s own site. Iberia launched a ChatGPT app in June that lets travellers plan in natural language before moving into Iberia’s own booking flow, according to the airline’s Director of Transformation, Innovation, Data and AI.