Travelers worldwide are increasingly turning to AI tools for vacation discovery and bookings. Adyen’s latest report finds that roughly one-third of travelers use AI to book summer getaways, marking a nearly 74% increase year-over-year. In markets like the UK, older generations are embracing AI at notable rates – Boomers showed a 147% increase in adoption – demonstrating that the appeal spans generations. Travelers cite AI’s ability to cut through noise and deliver faster, personalized inspiration compared to cluttered social media platforms.
Hospitality businesses are responding to these shifting expectations. Over half say AI-enabled search tools and guest personalization are poised to reshape the travel booking experience in 2025. AI isn’t just for discovery – it’s becoming a core enabler across the guest journey, from inspiration to final booking.
Payments Evolution: Flexibility and Security as Foundations
Beyond planning, Adyen’s report underscores the importance of integrated, seamless payment experiences. Most travelers abandon bookings when faced with rigid or fragmented checkout options; a third cite inflexible payments as a deal-breaker. To address this, hotels are investing in unified commerce platforms, enabling seamless transactions across booking, in-app, and in-person channels.
Security remains a top concern – nearly 40% of accommodation providers reported increased fraud attempts in the past year. Adyen’s AI-powered fraud solution, Protect, reduces false positives by 86%, ensuring genuine bookings are processed smoothly. As booking workflows and payment methods converge, AI becomes the essential link between efficient operations and guest satisfaction.
Balancing Tech with Trust: The Human Element Remains Vital
While AI is gaining traction, data reveals that full trust in automation remains limited: only a small fraction of consumers are comfortable with AI making key decisions independently. Many travelers still fact-check AI-generated results and prefer the option to retain human guidance, especially in complex or emotionally driven decisions like travel planning.
This sentiment is reflected across global audiences: AI is viewed as a tool that enhances, not replaces, the human experience. The most successful hospitality brands will integrate AI insightfully – supporting guest needs while preserving trust and transparency.