The latest WTM Global Travel Report, drawing on data from Tourism Economics and other research bodies, reveals a decisive shift in how younger travelers engage with artificial intelligence. More than half of Gen Z respondents now trust AI to handle bookings on their behalf, a figure that underscores the technology's transition from novelty to necessity in travel distribution.
Across all age groups, 58% of travelers use AI to search and compare prices, while 53% rely on it for destination and itinerary recommendations. The use of AI chatbots for planning international trips has more than doubled, climbing from 10% in 2024 to 24% in 2026, with travelers under 35 accounting for the bulk of that growth.
Agentic AI gains traction among younger cohorts
Agentic AI—systems capable of independently completing bookings—is also gaining ground. The report found that 36% of travelers trust AI to finalize reservations, but the generational divide is stark: 54% of those aged 18 to 34 are comfortable letting AI close a booking, compared with just 18% of travelers aged 55 and over.
This trust gap has direct implications for travel sellers. While Booking Holdings reports that AI referrals currently account for less than 1% of room nights, the report suggests the true influence is larger, as many travelers use AI for research before completing transactions directly with suppliers. For hoteliers and online travel agencies, this means optimizing AI-driven discovery is becoming as critical as traditional search and metasearch strategies.
AI adoption is accelerating across the industry as well. Tourism Economics found that 87% of tourism organizations were using AI by early 2026, primarily to improve operational efficiency. Major players such as Royal Caribbean Group and Booking Holdings have already reported benefits including enhanced revenue management and reduced 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. His comments reflect a growing consensus among industry executives that AI is now a core component of both traveler-facing tools and back-office operations.
The findings align with broader industry signals. For instance, Booking.com's 2027 predictions highlight APAC travelers' appetite for AI-driven, emotionally resonant trips, while Klook's partnership with Meta's Muse AI agent for Japan bookings illustrates how travel-tech vendors are embedding AI into consumer platforms.
For travel agents and tour operators, the message is clear: AI is not replacing human expertise but augmenting it. The report suggests that agents who integrate AI into their workflows—using it for research, price comparison, and even preliminary booking—can better serve a generation that expects speed and personalization.
As AI's role expands, the industry must also address trust and transparency. The report notes that older travelers remain skeptical, and even among younger users, there is a distinction between using AI for inspiration and allowing it to complete transactions. Building confidence through clear communication and reliable outcomes will be key to unlocking AI's full potential across all demographics.
For now, the data points to a future where AI is embedded in every stage of the travel journey, from inspiration to booking to post-trip support. The companies that adapt early—whether airlines, hotel groups, or cruise lines—will be best positioned to meet the expectations of a generation that has grown up with technology at their fingertips.
