A survey of 15,000 consumers across 11 countries, including the United States, measured the forces influencing where, how and why consumers travel.
The Mastercard Travel Trendline, conducted by the Harris Poll, found that one-third of travelers would allow agentic AI to book $1,000 worth of travel without approval, and that 71% of AI users in the U.S. use the technology to save them money when planning travel.
Most international travelers (85%) have chosen or would choose a destination with a favorable exchange rate, and 76% of parents of Gen Alpha kids say their children have a major say on international destination choices, versus 59% of parents of other generations.
Seventy percent of solo travelers are seeking to meet like-minded travelers during their trips, and most business travelers (81%) have extended their trips with non-work-related experiences.
Our Analysis: Advisors Have the Tall Task of Serving Clients Who Think AI Can Do it Better, Faster and Cheaper
Whether your clients are parents of young kids or tech-savvy professionals employing agentic AI programs, it’s clear that the story of what influences clients to pick a destination is not simple. The savviest travel advisors will evolve along with their clients, meeting them where they are and emphasizing what’s important to them — whether that is something that speaks to their kids’ interests, or a stay that emphasizes value and efficiency in a way that AI users have come to expect.
Travelers are becoming increasingly comfortable and trusting of AI, making it more difficult — but not impossible — for travel agents. Advisors will likely see that their clients are growing accustomed to AI’s instantaneousness, efficiency and willingness to meet budget concerns. The best advisors will meet these challenges head-on and prove their worth through their superior supplier relationships, in-depth expertise and deep understanding of their clients.
What They Are Saying: It’s Essential for Travel Companies to Understand Traveler Motivations
“Travel is no longer simply about where people go, but why they go and what those journeys enable,” said Cheryl Guerin, executive vice president for Global Brand Strategy and Innovation for Mastercard. “For brands, understanding the new rules of travel in this evolving landscape is essential.”
