Travel industry prepares for AI influx as users turn to AI agents for trip planning

As AI-powered assistants become increasingly capable of planning and booking trips, hotels, airlines and travel operators are stepping up efforts to retain customers by developing proprietary digital tools and expanding loyalty programmes.

According to Skyscanner's Year One survey of around 22,000 respondents, 38% said they would use AI tools to research travel destinations, while 33% said they would rely on them to plan holiday itineraries.

Although most travellers currently use AI primarily to discover destinations and compare accommodation before completing bookings through online travel agencies such as Expedia, the industry is preparing for a future in which autonomous AI agents could independently plan and arrange entire trips.

Industry reports suggest that personalised rewards, loyalty ecosystems and direct customer relationships will become increasingly important as travel companies compete with AI-driven booking assistants. One of the sector's biggest concerns is the emergence of chatbots capable of planning and booking travel without relying on traditional travel platforms.

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How the travel industry is responding

Travel companies are increasingly using AI-powered coding tools to develop and launch new features more quickly, enabling them to respond to customer demand and create services around specific events.

The industry is also adopting large language models to deliver more personalised experiences by remembering user preferences, tailoring recommendations and improving customer interactions.

AI is also reshaping how travellers discover and book trips, reducing reliance on traditional search engine optimisation while introducing new ways for customers to find flights, hotels and travel experiences.

At the same time, a growing number of startups are developing AI-powered travel assistants that analyse reviews, news reports and other online information to help travellers compare destinations and accommodation. These tools are designed to filter vast amounts of information and provide recommendations based on individual preferences, helping users make more informed booking decisions.