The data: More consumers are using AI to plan their travel, according to Adobe data provided to EMARKETER. Not only is AI traffic to travel sites growing fast—up 119% YoY in July—and monthly conversion rates are now similar to those for non-AI traffic, suggesting that users are more comfortable acting on AI platforms’ travel recommendations.

Behind the numbers: Non-AI traffic converted just 1% better in July, a striking change compared with one year ago, when AI traffic conversion rates were 47% lower.

That could reflect growing familiarity with the technology. Over one-quarter (28.7%) of US internet users have turned to AI tools for travel guidance, according to our “AI in the Consumer Journey: H1 2026” survey. Travelers are particularly keen to use AI for research and inspiration, with 43% citing those two as their primary use cases, followed by transportation planning (41%) and itinerary creation (34%), per Adobe.

Consumers may also be embracing AI tools’ ability to find savings, especially given a recent surge in travel costs thanks to rising energy prices and fewer budget travel options. Forty-four percent of US AI users often or always use AI tools to compare travel prices and look for discount codes, more than the proportion who rely on them for research, loyalty comparisons, or booking, per PwC.

Implications for travel industry: AI may not yet be mainstream among travelers, but it could soon become an essential tool for consumers looking to save money or minimize planning frustrations. Plenty of users are also embracing AI’s ability to deliver personalized recommendations and itineraries. However, users remain reluctant to outsource the booking process to bots or agents, suggesting that consumers are most comfortable using the technology for research purposes. Travel brands should regard AI as a viable discovery and decision-enhancing channel.