- New global Amadeus survey reveals how technology is transforming travel in the next decade
Travelers around the world are increasingly turning to artificial intelligence (AI) and new technologies, seeking smoother, more personalized and stress-free experiences. According to Amadeus’ new study, Connected Journeys: How Technology Will Transform Travel in the Next Decade, which was based on responses from 9,500 travelers from seven countries (China, France, India, Singapore, Spain, the United Kingdom and the United States), the use of generative AI in travel planning has increased by 64% in one year.
AI and personalization in focus
64% of respondents said they would be willing to pay for a digital travel assistant that provided real-time information during their trip, while 17% would pay up to 5% of the total trip value to benefit from such services.
Travelers who already use Generative AI recognize significant benefits, such as saving time (42%), more personalized recommendations (37%), and discovering new destinations (36%). At the same time, 35% said they feel more confident in their travel decisions.
However, the survey also highlights areas where the technology needs improvement: 25% of users reported receiving outdated or inaccurate information from AI systems, while another 25% believe that recommendations do not always reflect their personal preferences.
A new era for airports
There is a strong interest in technologies that simplify airport processes.
- 69% of travelers say they prefer biometric gates for faster and more secure passage without repeated document checks.
- 66% show strong interest in remote baggage check-in, with baggage collection directly from home.
Other technologies that help reduce stress include apps with real-time updates (29%), digital wallets for secure document storage (27%), smart luggage tracking systems (26%) and integrated “super apps” for total trip management (26%).
Travel as an experience, not a process
Despite technological optimism, 90% of air travelers admit to experiencing stress at some stage of their trip – from packing (26%) to security screening (27%) and the flight (24%). However, most see travel as an opportunity to spend quality time with loved ones (27%), discover new flavors (25%) and create memories (24%).
The future of travel is collaborative
“Travelers are embracing AI with enthusiasm, but they demand more,” noted Francisco (Paco) P?rez-Lozao R?ter, President of Hospitality at Amadeus.
For his part, Decius Valmorbida, President of the company’s Travel Sector, emphasized that “the industry must work together to ensure AI delivers real value – reducing friction, enhancing trust and making every journey smarter and more enjoyable.”
