One in Three Travelers May Rely on AI to Plan Holiday Trips

As the holiday travel season approaches, nearly one in three travelers (30%) reports they’re likely to turn to AI to assist with planning their trips. This insight comes from a recent survey of over 1,000 travelers conducted by Matador Network, a top travel publisher that introduced its free AI travel assistant, GuideGeek, last year.

Among those who have already embraced AI for travel, two-thirds (66.6%) say they will rely on it again for holiday planning this season. Notably, younger generations—Millennials and Gen Z—are almost 50% more inclined to use AI tools for trip planning than older groups such as Gen X and Baby Boomers.

"Last Christmas in Split, Croatia, AI led me to spots like Diocletian Palace and the beautifully decorated Marjan Park," shared Daryl H., an American based in Slovakia. "I’ll definitely use AI again to discover festive locations around Europe."

The survey highlights that family travel planning is the top reason for using AI during the holidays, followed by travel for people with disabilities. Previous findings from Matador Network earlier this year indicated that families and individuals planning travel for people with disabilities report high satisfaction with AI assistance.

"The holiday season brings loved ones together, often with varied interests," says Matador Network CEO Ross Borden. "Generative AI is uniquely capable of identifying activities for groups with diverse needs. You might ask GuideGeek, for example, to suggest dining options in Chicago for a family that includes a wheelchair user and a teenage vegetarian."

GuideGeek is accessible for free through WhatsApp, Instagram, and Facebook Messenger, providing travelers instant, tailored recommendations. Custom versions of GuideGeek’s technology, developed in collaboration with destination marketing organizations, are also available for travelers visiting places like Greece, Aruba, Toronto, and Reno-Tahoe.

Christine Frances of Atlanta, who used AI to plan a post-holiday trip to Vancouver, says, “AI helped me discover Lynn Canyon Park for a relaxed waterfall hike. It was perfect—not too crowded and just what I was looking for.”