AI adoption in the travel industry has accelerated sharply, and travelers are also embracing AI. More than half the respondents to the 2025 Skift US Travel Tracker Survey say they have used AI tools for trip planning, with AI use rising notably over the past year. Yet the travel and hospitality sectors still trail others in AI maturity, note Senior Partner Alex Cosmas and coauthors. Key barriers include siloed data, outdated systems, and limited tech investment, given a focus on personal services. However, agentic AI can help amplify AI’s transformative potential, allow the sector to overcome these challenges, and enhance both efficiency and human connection for improved travel experiences.
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A pair of stacked bar charts compares the use of Chat GPT or a similar AI-based app to assist in planning any aspect of a trip in 2024 and 2025. The chart for 2024 on the left shows that 13% of respondents used it extensively, 25% occasionally, 17% considered but didn't use it, 21% were not using it but were open to trying, and 22% were not interested. The chart for 2025 on the right shows a significant shift, with 30% using it extensively, 25% occasionally, 13% having considered but not used it, 21% not using it but open to trying, and 11% not being interested. The percentage of respondents using AI tools extensively increased by 124% from 2024 to 2025, while those not interested decreased by 50%.
Note: This image description was completed with the assistance of Writer, a gen AI tool.
Source: Skift US Travel Tracker Survey.
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To read the article, see “Remapping travel with agentic AI,” September 16, 2025.