For many, travel is a source of excitement and anticipation, and new global research from Amadeus Study reveals how travellers are looking to technology, especially AI, to enhance their journey, seeking to eliminate pain points and friction in the process
The Amadeus study, “Connected Journeys: How Technology Will Transform Travel in the Next Decade,” reveals findings from 9,500 global travellers, including those from China, France, India, Singapore, Spain, the UK, and the USA. It explores the changing needs of travellers and the role that new and emerging technology plays in transforming the travel and hospitality industries.
Indian travellers are rapidly embracing GenAI for trip planning, with usage increasing from 17% last year to 26% this year, and a total of 33% having used it to plan a leisure trip abroad. Among those who have experimented with GenAI, an overwhelming 97% reported positive outcomes, nearly half (49%) felt it helped save time, while 45% discovered hidden gems through recommendations, and 44% enjoyed a more creative and unexpected travel experience.
The study highlights that an impressive 92% of Indian travellers are subscribed to at least one loyalty program for their leisure trips (37%), emerging as the most popular, followed closely by online travel agency programs (34%). These loyalty memberships are influencing travel behaviour significantly; nearly half of the travellers (49%) are booking activities offered through their loyalty schemes beyond their primary needs, 47% are travelling for leisure more frequently, and 46% are opting for more premium and upgraded experiences.
Global travelers are increasingly turning to Artificial Intelligence (AI) to plan and manage their journeys, with Generative AI (Gen AI) usage up 64% compared to last year. Key benefits appreciated by travelers include significant time savings (42%), highly personalized recommendations (37%) and the discovery of new destinations (36%). Globally, travelers who used Gen AI in their planning felt more confident in their travel decisions (35%).
64% of travellers responding to Amadeus’ survey said they would be willing to pay for an AI travel assistant that could help with in-trip information. And 17% reported they would be willing to pay up to five per cent of the total value of the trip to benefit from such services.
However, the study also reveals areas where AI currently falls short. A quarter (25%) of respondents have experienced outdated or inaccurate information from AI-generated results, while another 25% struggled with AI’s inability to truly capture their personal preferences.
“The rapid rise in Generative AI usage shows that travellers are eager for smarter, more personalised experiences. But the data also reveals a clear message: expectations are high, and the industry must work together to meet them. At Amadeus, we see a big opportunity to collaborate across the travel ecosystem to ensure AI delivers real value – reducing friction, enhancing confidence and making every journey more intuitive and enjoyable,” commented Decius Valmorbida, President of Travel, Amadeus.
Mani Ganeshan, Senior Vice President, Head of APAC Engineering and Amadeus India, added: “In a digital-first country like India, it’s no surprise to see the enthusiasm and rapid adoption of GenAI in travel decisions. Travellers here are not just ready for innovation, they expect it. AI-powered technologies like intelligent itinerary recommendations, real-time rebooking, and hyper-personalised travel planning make travel seamless from personalised planning to biometric boarding.
With solutions like DigiYatra already live across major Indian airports, entry-to-boarding times are down to just minutes. As India’s travel ecosystem evolves, there’s a clear expectation for industry leaders like Amadeus to drive scalable, secure, and intuitive experiences. We are building the technology backbone that empowers travellers to move through their journeys with unprecedented ease and personalisation.”
The report also revealed that an overwhelming 90% of those travelling by plane disclose they experience some level of anxiety during the travel experience. Yet these worries co-exist alongside clear aspirations and expectations for travel. Rather than a focus on material objects, travellers’ top hopes for their time away include having quality time with loved ones (27%), discovering great food and drink (25%) and creating lasting memories (24%). Nearly a quarter (22%) of travellers explicitly highlight the desire for a smooth travel experience without delays or disruptions as central to their travel aspirations.
With worries affecting multiple stages of the journey around the world – including packing (26%), going through security (27%), travel to the airport (26%) and the flight itself (24%) – technology plays a critical role in transforming the traveller experience.
Travellers are open to embracing innovative technology solutions that promise convenience and provide reassurance.
- Globally, two-thirds (66%) show a strong interest in remote baggage check-in, meaning luggage would be collected directly from their homes to significantly reduce pre-trip anxiety.
- 74% of Indian travellers are open to using biometric gateways, higher than the global average of 69%, indicating a strong appetite for seamless airport experiences.
India’s booming digital payments landscape, strengthened by UPI and mobile wallet penetration, has made the country one of the most promising markets for biometric and contactless travel innovations.
Other technology solutions already alleviating anxiety include real-time travel updates via apps (29%), digital wallets for secure document storage (27%), smart baggage tracking systems (26%) and integrated ‘super apps’ offering comprehensive travel management in one place (26%).
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