AI adoption is creating travel’s highest‑value customers, new Phocuswright study shows | News

Travelers who use artificial intelligence for trip planning and in‑destination support are emerging as the industry’s most valuable customer segment, according to new research from Phocuswright.  The findings show that AI‑using travelers take more trips, spend significantly more per year and engage more deeply with digital travel tools than those who have not adopted AI.

Phocuswright’s new report, The AI Surge: Travel’s Fastest Behavioral Shift in a Decade, reveals that AI travelers have a median household income of $129,200 compared to $104,000 for nonusers, and take 3.8 leisure trips per year versus 2.9 among nonusers. They also spend $4,500 annually on leisure travel, far outpacing the $3,000 spent by those who do not use AI.

“AI in travel has crossed a critical threshold, moving from experimentation to expectation,” said Mike Coletta, senior manager of research and innovation at Phocuswright. “What’s striking is not just the scale, but the speed. In a matter of months, usage has surged across every generation, every touchpoint, and every stage of the journey. Yet this is not a story of disruption replacing the old guard. It is a story of augmentation, where AI is rapidly reshaping how travelers discover, plan and book, while traditional channels still hold meaningful ground. For industry leaders, the implication is clear. This is a pivotal moment to understand how AI fits into the traveler decision journey, because the companies that get it right now will define the next era of travel.”

The report also finds that AI travelers are heavier users of online travel resources overall, turning to an average of four digital tools when researching and booking trips compared to 2.2 among nonusers. They are also younger on average, at 41 versus 52, and more likely to adopt new travel technology quickly.

“AI is already changing where and how travel brands compete, and the impact is measurable,” added Eugene Ko, director of marketing and communications. “We’re seeing it show up in how travelers discover brands, where they engage, and how decisions are ultimately made. In a short period of time, it has reshaped the front door of travel and raised expectations for every digital touchpoint. At Phocuswright Europe, we’ll explore what this means for companies competing for attention, loyalty and conversion in an AI-influenced journey.”

AI travelers are also more comfortable sharing data to power personalization, more willing to book through AI in the future and more likely to pay for AI tools. Nearly 40 percent subscribe to a monthly AI service compared to 20 percent of US adults overall.

The release of this research comes ahead of the Phocuswright Europe conference this June, where leaders from across travel, technology and investment will examine how AI is reshaping traveler expectations, supplier strategies and the competitive landscape.

“AI’s impact has moved beyond being just behavioral to being economic,” added Coletta. “At Phocuswright Europe, we will explore how this high‑value segment is redefining what travelers expect from digital experiences and how the industry can respond.”