THE RISING STAR OF TRAVEL PLANNING

While still used by a smaller segment (17%), generative AI is showing the fastest growth — a 30% increase over the past 12 months. Artificial intelligence has already overtaken traditional travel agents (16%) and newspapers (12%) in popularity. Contrary to common stereotypes, the Baby Boomer generation (ages 60–78) has been the quickest to adopt AI for travel planning, with a 60% growth in usage.

Travelers have mixed feelings about current AI capabilities. About 37% praise AI’s ability to uncover “hidden gems,” while 27% have reported receiving inaccurate information, prompting them to double-check suggestions. Nevertheless, 68% of travelers say they would be willing to pay for an “AI assistant” during their trip.

TECHNOLOGY TRENDS IN TOURISM

Simplified Airport Experience: 61% of travelers support the use of biometric systems to replace repetitive document checks at check-in, boarding, and immigration

Problem Solving Is Key to Loyalty: 75% of travelers believe the true quality of a provider is revealed in how problems are handled, and 73% would reuse services from companies that resolve issues effectively. Still, 52% of travelers prefer speaking to a human representative when problems arise

AI AND THE HOSPITALITY INDUSTRY

Konrad Martin from TechAdvisors warns that AI introduces a new class of cybersecurity threats that directly endanger hotel operations, guest data, and financial resources. AI tools, used by hotels to boost efficiency, can be exploited for sophisticated attacks, including:

Phishing Attacks: AI generates nearly perfect emails for data theft; 78% of users open such emails, and 21% click malicious links

Deepfake Scams: AI mimics the voice or appearance of managers to authorize fraudulent transfers; deepfakes now account for 6.5% of all fraud, up 2,137% since 2022

Hotel System Vulnerabilities: AI can crack 51% of 15 million common passwords in under a minute, highlighting the urgent need for stronger authentication policies and PCI compliance

SECURITY AND HUMAN SUPPORT REMAIN ESSENTIAL

For leaders in hospitality and tourism, evolving security strategies is essential to counter AI-driven threats. As technology reshapes the era of travel inspiration and planning, safety and human interaction remain irreplaceable elements in earning travelers' trust.