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New research from Vision One Research shows that younger travellers are increasingly using artificial intelligence not only for holiday inspiration, but also for decisions much closer to booking.
The Travel Brand Barometer 2026 found that 51% of Gen Z respondents had already used tools such as ChatGPT to help plan a holiday. Among Gen Z, 42% said they would trust AI for booking advice and restaurant recommendations, while 27% would trust it to help select flights.
The findings point to a more fragmented travel journey in which inspiration, planning, comparison and booking can happen across different platforms. Vision One says travel brands need to think beyond the traditional search funnel and remain relevant throughout that changing journey.
The Travel Brand Barometer 2026 found that 51% of Gen Z respondents had already used tools such as ChatGPT to help plan a holiday. Among Gen Z, 42% said they would trust AI for booking advice and restaurant recommendations, while 27% would trust it to help select flights.
The findings point to a more fragmented travel journey in which inspiration, planning, comparison and booking can happen across different platforms. Vision One says travel brands need to think beyond the traditional search funnel and remain relevant throughout that changing journey.
For more information on Gen Z Turns to AI for More Than Just Planning a Holiday talk to Vision One Research
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