Travel planning has evolved significantly, with travelers visiting an average of 141 webpages before booking in 2024, a sharp increase from 38 in 2013. AI is rapidly changing this landscape, with traffic from generative AI sources to travel websites increasing by 1,700% between July 2024 and February 2025. Nearly one-third of U.S. travelers now use AI tools for trip planning. Traditional keyword-based search is declining, while conversational exploration through AI assistants is becoming the preferred method for travelers seeking personalized recommendations.
"In 2024, travelers visited an average of 141 webpages before completing a booking, up from 38 in 2013. In the U.S., that number spiked to 277 pages per trip."
"Traffic to U.S. travel, leisure, and hospitality websites from generative AI sources increased by 1,700% between July 2024 and February 2025."
"Search engines dropped from 51% of travel research behavior in late 2024 to 36% by the second half of 2025, while generative AI platforms increased from 6% to 15%."
"Travelers are increasingly turning to ChatGPT, Google AI Overviews, and other assistants to have a back-and-forth dialogue about their travel preferences."
Read at Bradenton Herald
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