How artificial intelligence is transforming the way we plan our trips
Artificial intelligence (AI) is emerging as a central pillar in the transformation of the travel industry. Long seen as a futuristic gadget, it is now a concrete tool, embraced by an increasingly connected generation of travelers. According to the Global Rescue Summer 2025 Traveler Safety and Sentiment Survey, the under-35s are the main drivers of this digital revolution.
Rapid adoption, driven by young travellers
Only 24% of travelers have ever used an AI solution to plan their trips. But among them, 89% say they want to use it again. The progression is meteoric: in October 2024, they were just 11%.
This leap illustrates a profound change in habits: 40% of under-35s have already used AI, compared with 20% of over-55s. The generational gap is widening, just as it did when mobile booking became widespread.
The most popular uses
Travelers now harness AI to optimize every step of their stay
- Personalized itinerary planning: 75
- Destination search: 71
- Restaurant and activity recommendations: 37
- Hosting and machine translation: 40% of under-35s
- Visa information and safety tips: 35 to 38%.
AI saves a considerable amount of time, especially when it comes to comparing offers and building tailor-made holidays.
As Dan Richards, CEO of Global Rescue, points out, "AI is transforming the way travelers research, prepare and experience their trips. But its adoption still depends heavily on trust and reliability."
Confidence still fragile
And therein lies the main drag: only 7% of travelers fully trust AI to provide accurate recommendations
- 46% say they trust him "most of the time".
- 40% only "sometimes".
And when faced with an emergency abroad, only 30% say they would trust an AI. Even young people remain cautious: 58% of those under 35 would not trust AI in the event of a crisis.
Chatbots, hotels and airlines: AI is taking hold everywhere
Despite this reluctance, satisfaction remains high: 79% of users consider AI tools to be "very" or "rather useful".
Companies in the sector, for their part, are no longer waiting:
- Airports (like Dubai or JFK) are deploying biometric systems and AI-assisted checks.
- Airlines use predictive models for maintenance and real-time translators for their crews.
- Hotels are adopting dynamic pricing, facial recognition and smart rooms capable of learning guests' preferences.
- Booking platforms leverage chatbots and recommendation algorithms to personalize the customer experience.
AI is therefore no longer a simple tool: it is becoming an essential infrastructure for the entire travel ecosystem.
Between satisfaction and caution
The majority of users are satisfied: 89% plan to use AI again for future trips.
But preferences remain hybrid:
- 50% of travelers want a combination of AI and human intervention.
- Only 4% prefer a 100% automated experience.
International travelers are more open to AI than Americans, particularly for translation or contextual suggestions.
The emergence of AI-powered scams
This rise in power is accompanied by new threats. Scams exploiting artificial intelligence - deepfakes, fake booking sites, misleading messages - are multiplying.
"AI can be a formidable assistant, but it can also be a double-edged sword," warns Harding Bush, former Navy SEAL and security expert at Global Rescue.
Here are a few warning signs:
"AI scams mimic travel offers perfectly. If a promotion sounds too good to be true, it probably is. AI messages are often too formal, a bit 'robotic'. And if a site creates a sense of urgency to get you to book fast, that's the classic trap."
Striking the right balance: automation and human support
The future of travel lies in the complementary relationship between AI and human expertise.
Artificial intelligence tools offer unprecedented precision, speed and personalization. But trust, security and crisis management remain the domain of human expertise.
Travel agencies, DMCs and TOs that know how to combine the two - technology and customer relations - will have a sustainable competitive advantage.
AI redefines the standards of modern travel:
+15-20% additional revenue thanks to personalization,
25-30% reduction in operating costs,
and +20 points for customer satisfaction.
But beyond the numbers, the real challenge lies elsewhere: building trust.
The future of travel won't depend on who uses AI, but on who can turn it into a lever of value, reliability and emotion.
Source: This article is based on data from the Global Rescue Summer 2025 Traveler Safety and Sentiment Survey and analysis published on the official Global Rescue blog.