Travel firms lag on AI readiness as half of US travelers rely on it for planning

Only 9% of travel companies say they are fully prepared for AI agents, down from 12% a year earlier, while Phocuswright research shows that 50% of US travelers use AI for travel planning and Expedia Group’s Golan Shaked reports 68% of travelers use AI for travel decisions.

Despite the high usage, just about 8% of travelers trust AI for booking reservations, and Expedia Group’s AI recommendations generated roughly $6 billion in reservation value after applying over one million suggestions to hotel and airline partners in the past year.