Generative AI drives 3,500% surge in US travel planning online
Adobe's latest analysis has revealed significant growth in the use of generative artificial intelligence to plan trips, with AI-driven traffic to United States travel websites increasing by 3,500% year-on-year in July 2025.
The findings are based on Adobe Analytics' assessment of over 8 million visits to US travel websites and a companion survey of more than 5,000 US consumers, indicating a marked shift in how individuals approach researching, planning, and booking travel online.
Adoption of AI trip planning
According to the survey, nearly one-third (29%) of US consumers have used AI services for trip planning purposes. This marks a substantial uptake over the past year, with the most popular applications of the technology including researching attractions and restaurants (53%), seeking travel inspiration (47%), and creating itineraries (37%).
Other significant uses reported by travelers engaging with AI include planning transportation (45%), sourcing local food recommendations (39%), and managing trip budgets (33%). This variety illustrates the versatile role AI is playing in assisting both leisure and business travellers with the myriad considerations involved in arranging travel.
Engagement metrics surge
The report also provides data on how AI-driven visitors interact with travel websites compared to those arriving through traditional digital channels such as paid search, affiliates, partners, email, organic search, and social media.
Consumers who arrive from generative AI sources are 15% more engaged compared to non-AI sources. This means they are exploring more content on the travel site, with 36% longer visits (and 7% more pages per visit). They are also less likely to leave immediately, with a 44% lower bounce rate. This indicates that with AI tools, consumers are becoming more informed and focusing on the most relevant services during the research and consideration phase.
Additionally, 88% of respondents who used AI for trip planning reported improvements in their booking and travel experiences. Millennials and Generation X respondents were especially positive, with 89% and 91%, respectively, stating that AI has enhanced their planning experience.
Conversion trends and the booking process
Though engagement metrics have improved, the report notes that the rate at which AI-driven visitors complete bookings, while still lagging non-AI sources, is quickly catching up. In July 2025, the likelihood of converting an AI-generated visit into a completed booking was 47% lower than other sources, but this gap has narrowed markedly from 86% in October 2024.
This data suggests that AI's main role continues to be within the research and consideration stage of the consumer journey, but that direct bookings via AI-powered chats and browsers are becoming more commonplace as users grow increasingly comfortable with these tools.
Changing business response
The rapid adoption of AI in trip planning is compelling businesses to reconsider their digital engagement strategies. The arrival of AI agents, capable of handling increasingly complex tasks and providing tailored recommendations, is influencing how travel companies interact with their audiences throughout the purchase journey.
Vivek Pandya, Director of Adobe Digital Insights, which produces research for marketing and eCommerce leaders, commented on these changes, stating that generative AI-powered chat interfaces are changing how consumers act online. They're becoming a helpful assistant for compiling research before making a purchase online, which Adobe recently profiled. They are also making an impact when it comes to trip planning.
Pandya noted that these interfaces have demonstrated significant effects on the digital economy, supported by quantitative insights from direct transaction data and large-scale consumer surveys.
With conversational AI now assisting with trip planning tasks, both consumers and businesses are adjusting to new dynamics in researching, engaging, and booking travel. This trend is expected to continue evolving as AI tools develop new capabilities and become further embedded in consumers' digital routines.
