"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."
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.
Read at Bradenton Herald
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