• Ninety percent of travelers are aware of AI tools, yet over half of the population has not yet utilized them for planning.
• Travelers who use AI show high levels of loyalty, with nearly all users planning to use the tools again.
• AI recommendations significantly increase booking probability for hotels that are featured in trusted tool outputs.
• Future growth depends on AI’s ability to provide more accurate, real-time pricing alerts and personalized travel suggestions.

TakeUp, a revenue engine for independent hospitality properties, has released a new research report titled “The Rise of AI-Planned Travel in 2026.” Based on a survey of 300 U.S. travelers, the study explores the growing influence of artificial intelligence on how consumers research, plan, and book leisure trips. The findings indicate that while 90 percent of travelers are aware of AI-powered planning tools, a significant 55 percent of respondents have yet to actually use them. This suggests that while awareness is nearly universal, there remains substantial room for market growth as tools become more refined and accessible.

For those who have adopted AI, the technology is already a primary driver of decision-making. Approximately 86 percent of AI users have utilized these tools to find or book accommodations, with 63 percent relying on them for nearly every trip they take. The report highlights that price comparison is a leading use case, as 35 percent of users find AI most helpful for evaluating costs across flights and hotels. Furthermore, trust in these tools is high; 94 percent of users trust AI recommendations at least as much as traditional search engines or travel websites. This trust translates directly into revenue, as 84 percent of travelers state they are more likely to book a specific hotel if recommended by a trusted AI source.

The TakeUp report also identifies areas for improvement, specifically regarding accuracy, real-time pricing, and deeper personalization. Travelers who have not yet adopted AI cited a lack of awareness or satisfaction with current methods as barriers, though many remain open to trying the technology if it demonstrates clear time or cost savings. According to TakeUp CEO Bobby Marhamat, AI is rapidly becoming a primary gateway for travel discovery. The report concludes that independent hotels must ensure their properties are visible within AI recommendation engines to avoid losing market share to more tech-integrated competitors.