The use of these tools extends across different stages of the travel journey. Some 42 percent of travelers consider AI particularly useful during the planning stage, while 36 percent see value in using it for inspiration and destination discovery. The ability to ask questions in natural, conversational language makes it easier to obtain recommendations based on budget, gastronomy, activities, personal interests and the specific characteristics of each trip.
AI-powered travel tools are also becoming increasingly prominent as travelers seek faster and more convenient ways to navigate large volumes of information. These assistants can simplify processes that previously required users to consult numerous websites and sources, helping them research alternatives and create itineraries tailored to specific preferences, including cultural interests, culinary experiences and local activities.
This evolution represents an opportunity for travelers, but it also presents new challenges for destinations and tourism businesses. Information published online can no longer be designed solely to perform well in traditional search engines. Artificial intelligence systems must also be able to understand and interpret content accurately before incorporating it into the answers and recommendations they provide to users.
As a result, organizations responsible for destination promotion will need to pay increasing attention to how their digital information is structured. Details concerning routes, transportation, accessibility, activities, gastronomy, heritage and local experiences must be presented clearly and kept up to date so that they can be understood by both travelers and generative AI systems.
Personalization is another central element of this transformation. The Amadeus research found that 74 percent of travelers want their trips to be personalized. This expectation creates additional pressure on tourism companies and hospitality providers to deliver options capable of reducing complexity while responding more accurately to the individual preferences of each traveler.
Technological change could also reshape competition between destinations. A city or region with comprehensive, current and well-structured digital information may improve its chances of appearing in recommendations generated by intelligent assistants. Conversely, destinations with fragmented, outdated or difficult-to-interpret content risk losing visibility, even when they offer highly attractive tourism products.
Another important consideration is the ability to anticipate changes in demand. Access to forward-looking indicators, trend information and data on traveler preferences can help destinations and tourism companies adapt their strategies more quickly to economic, social and geopolitical developments. The “Travel Dreams 2026” research combines traveler insights with industry perspectives to identify some of the forces expected to shape hospitality and tourism demand.
The expansion of artificial intelligence does not necessarily mean that human interaction will disappear. Travel agents, tourism professionals and destination organizations can use these technologies to automate certain processes while dedicating more time to specialist advice, complex customer needs and the creation of distinctive experiences.
In fact, the research indicates that travelers continue to value personal service despite the rapid adoption of AI. Technology may therefore be most effective when operating alongside human expertise, reducing friction, improving personalization and making information easier to access without eliminating the personal attention that remains fundamental to the travel experience.
The findings of “Travel Dreams 2026” ultimately point to an industry undergoing a significant transition toward increasingly digital and personalized models. Artificial intelligence is moving beyond its role as a complementary tool to become an important part of inspiration, planning and decision-making. For destinations and tourism businesses, the challenge will be to embrace this transformation while preserving the human dimension of travel, combining technology, reliable information and professional expertise to meet the expectations of increasingly connected and demanding travelers.
