OliverWyman – Generative AI impact on leisure and travel report

Generative artificial intelligence (AI) has made a significant impact on the leisure travel industry in the past year, transforming how consumers discover vacation ideas and plan their trips. This technology is democratizing access to comprehensive travel advice and deals, allowing consumers to plan entire itineraries that range from swimming with dolphins in the Caribbean to booking restaurants in Copenhagen. The enthusiasm for generative AI in travel planning is evident in the findings from surveys of North American leisure travelers, with 41% of respondents in a March 2024 survey stating that they had recently used generative AI tools for travel inspiration or itinerary planning, compared to 34% in August 2023. As capabilities continue to expand, more consumers are turning to generative AI to simplify and enhance their travel planning experiences.