Industry Intelligence Surveys

Survey: Generative AI is Revolutionizing Summer Travel Planning

Oliver Wyman survey of North American leisure travelers highlights sizable jump in use of generative AI applications in travel planning. Generative…

Michael Webb | June 05, 2024

Oliver Wyman survey of North American leisure travelers highlights sizable jump in use of generative AI applications in travel planning.

Generative artificial intelligence (AI) has rapidly gained traction in leisure travel transforming the way consumers approach vacation planning just in time for summer, according to a new report from consulting firm Oliver Wyman, a business of Marsh McLennan (NYSE: MMC).

The report, Why Generative AI Is a Game Changer for Leisure Travel, found that 41% of Americans and Canadians surveyed have used generative AI for either trip inspiration or itinerary planning, an increase from 34% in August 2023. Oliver Wyman's analysis found that online travel agencies (OTAs) could increase their booking share of the US online travel market by up to 17 percentage points by 2029 if travel suppliers continue to forgo investment in generative AI capabilities. This potential shift could result in OTAs reaping an incremental $2 billion-plus in commissions from suppliers.

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