AI And Social Media Reshape US Travel Planning, Reveals Amadeus Study

Published on September 22, 2025

As US travellers evolve in their approach to trip planning, new research from Amadeus reveals a profound shift towards digital tools such as generative AI and social media. The study shows that social media platforms have replaced traditional sources like family recommendations, becoming the top inspiration source for US travellers. AI, especially generative AI, is also gaining ground, transforming how Americans approach travel planning.

Social Media Leads the Way

Social media has now become the primary source of travel inspiration for US travellers. The research indicates that thirty four percent of US travellers use social media platforms to find travel ideas, surpassing the influence of family and friends, which previously held the top spot. This marks a twenty one percent year-on-year increase in the use of social media for travel inspiration. Generation X (ages 44-59) is leading this shift, with a remarkable thirty percent increase in social media usage for travel planning over the past year.

Rapid Growth of Generative AI in Travel Planning

While social media leads, generative AI tools like ChatGPT and Perplexity are emerging as powerful resources for trip planning. The number of US travellers using AI for travel inspiration has surged by thirty percent, with seventeen percent now consulting AI tools. This rapid adoption is particularly evident among Baby Boomers (ages 60-78), who have seen a sixty percent increase in using AI over the last year. Interestingly, AI has already outpaced traditional sources like newspapers and travel agents in terms of popularity.

Hidden Gems and Creative Trips

AI’s role in trip planning is not limited to offering popular destinations. Many US travellers are leveraging AI to discover hidden gems, such as lesser-known restaurants or boutique hotels. Nearly thirty seven percent of travellers cited AI as a valuable tool for uncovering these unique finds, while thirty six percent said AI has helped them plan more creative, unexpected trips. However, despite its growing use, twenty seven percent of travellers noted that AI sometimes provided inaccurate information, leading them to double-check AI-generated suggestions with other sources.

The Digital Shift in Travel Inspiration Sources

In the year-over-year comparison, the study highlights a distinct trend towards digital platforms for travel inspiration. Social media, once second to family recommendations, has surpassed all other sources. Here’s a breakdown of the key sources of travel inspiration:

• Social Media: thirty four percent (up from twenty eight percent last year)
• Family and Friends: thirty three percent (no change)
• Online Travel Agencies (OTAs): twenty five percent (up from twenty one percent)
• Social Ads: twenty four percent (up from twenty two percent)
• Influencers: twenty one percent (up from eighteen percent)
• AI Tools: seventeen percent (up from thirteen percent)
• Traditional Sources: Decrease in usage for newspapers, travel agents, and celebrities.

Growing Demand for AI Travel Assistants

The research also found that US travellers are increasingly open to paying for AI-driven travel assistance. A significant sixty eight percent of respondents said they would be willing to pay a one-off fee for an AI travel assistant that offers in-trip information and bookings. This willingness to pay is highest among younger travellers (18-34 years old), with seventy six percent expressing interest in AI services.

The Need for Seamless Travel Experiences

As AI and social media reshape how US travellers plan trips, there is an increasing demand for seamless travel experiences. US travellers are particularly interested in using technology to enhance their airport experience. According to the research, sixty one percent of Americans support the use of biometrics to streamline identity and document checks at airports. Additionally, fifty percent expressed interest in having their luggage checked in and delivered directly to their destination.

Impact on Travel Disruption Management

The study also highlights the importance of how travel disruptions are managed. According to seventy five percent of travellers, the true quality of a travel provider is demonstrated in how they handle disruptions and communicate with passengers. This makes effective disruption management a crucial factor in retaining customer loyalty. Interestingly, fifty two percent of travellers still prefer to speak with human representatives during disruptions, showing that while technology plays a key role, human interaction remains important in critical situations.

Overview:
Amadeus recently shared research showing that how Americans plan trips is shifting fast. Social media is now key, and AI tools are quick​ly​ becoming part of the process. AI can be powerful, but accuracy and smooth use across the whole travel journey still need work. As websites and apps gain more power, the industry can’t stand still. Travel companies must create easy, tech-driven journeys that keep up with what travellers expect.