How travelers move from AI prompts to purchase decisions

Travel has become one of the clearest examples of AI’s evolving role in consumer decision-making. 

Imagine someone is planning a trip to Japan and they ask an AI assistant to build a two-week itinerary with recommended neighborhoods, suggested hotels, and outlined transportation. Within seconds, they have a personalized travel plan that previously would have required hours of research. 

But consumers don’t stop there. Before booking flights, hotels, or excursions, they compare prices, read Tripadvisor reviews, browse travel publishers, and validate recommendations across trusted sources. While AI accelerates discovery, it hasn’t replaced the confidence travelers need before making a significant purchase. 

AI is changing where travel planning begins 

Along the purchase journey, consumers increasingly view AI as a jumping-off point, according to findings from a new study by The Trade Desk Intelligence and PA Consulting. For travel specifically, 69% agree that AI is useful for travel inspiration and planning, while 61% of people surveyed say they regularly use AI in the early stages of the booking process before turning to other online resources.¹ 

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Travel naturally falls into this second category. Booking a vacation can often involve thousands of dollars, multiple travelers, and countless personal preferences. While AI can quickly generate ideas or help narrow choices, travelers still want reassurance before making a big commitment. 

Travelers turn to trusted sources to validate their choices 

Once travelers have used AI to narrow their options, they often seek validation to determine which one is right for them. They look for reviews from other travelers, expert recommendations, and deals or discounts from: 

• Trusted travel publishers 

• Destination guides 

• Brand websites 

• Travel agencies 

Above all, travelers value sources that help them compare options, find the best prices, access current information, and read reviews from other travelers — preferably in one place. They also report using AI as a starting point before turning to additional online resources throughout the planning process. 

Rather than replacing these other online destinations, AI increases their importance by directing consumers toward them for validation. 

Purchase decisions still happen on the open internet 

Even as AI is making the discovery process more efficient, purchase behavior remains remarkably consistent. 

Consumers are 1.6 times more likely to complete purchases on the open internet than through AI tools.² While AI may recommend a hotel, travelers still want to: 

• Compare multiple options 

• Confirm pricing 

• Read recent reviews 

• Understand cancellation policies 

• Verify amenities and locations 

• Book through brands or trusted travel platforms 

In other words, AI compresses research without eliminating the need for trust. 

What AI discovery means for travel marketers 

As AI becomes an increasingly common starting point for travelers, marketers can gain an advantage by thinking beyond optimizing for discovery. Instead, they should consider investing in the environments consumers already rely on to build confidence before purchases are made. 

The journey may begin with a prompt, but it rarely ends with one. This means showing up across premium open internet destinations — including travel publishers, review platforms, online travel agencies, and trusted editorial content — where travelers are actively comparing options and validating decisions.

As consumers continue moving across multiple trusted sources before they book, advertisers and brands have the opportunity to influence consumer decisions, long after they’ve taken a first step with AI.

This information is provided solely for background and is not a representation or guarantee of any future performance. 

<sub>Sources: 

 1. The Trade Desk Intelligence and PA Consulting, Travel Booking Journey Research, U.S., December 2025. 
2. The Trade Desk Intelligence and PA Consulting, Brand Building in the AI Era, U.S. and the U.K., January – March 2026.</sub>