28 September,2026 03:49 PM IST | Mumbai | mid-day online correspondent
Image for representational purpose only. Photo Courtesy: File pic
As artificial intelligence becomes a growing starting point for trip planning, new data and on-ground patterns are revealing that AI is reshaping discovery, not decision-making.
Travellers may arrive at a destination because an algorithm suggested it, but what determines where they stay, how long they stay and whether they return continues to be shaped by community, reviews and word of mouth, according to the report by Zostel.
The platform's data reflects this shift already underway as visitors arriving through AI tools now spend 40 per cent to 50 per cent more time browsing the platform than those arriving through traditional search, suggesting they come in with a narrower, more considered shortlist rather than a cold search. Even so, that extended browsing time points to a decision still being made, not one already settled by the AI suggestion itself.
It further showed that destinations such as Bir, Ziro and Gokarna grew into some of the platform's fastest-growing locations not through algorithmic visibility, but through travellers sharing recommendations after visiting.
Owing to this, a new initiative by them showcasing Northeast India's music festivals, including Ziro Festival, Cherry Blossom Festival and Hornbill Festival, with curated road trip itineraries, reflects the same pattern that destinations gain traction because of culture and community, not because a tool ranked them highly.
The platform's data shows early but consistent signs that AI tools are becoming part of how travellers first encounter a destination or property. The same data shows just as clearly is that this discovery step rarely stands alone.
Seventy-one per cent of travellers are comfortable letting AI generate initial ideas, but only half will let it make a flight or hotel booking on their behalf or handle a disruption during the trip.
A joint report titled "Winning Hearts in an Age of Infinite Travel Choices" by Skift Research and McKinsey & Company noted that while artificial intelligence sees widespread adoption during early journey stages, travellers draw a firm line at final financial commitments.
According to the report, 62 per cent of travellers say AI tools make trip planning easier, with 52 per cent anticipating higher usage over the next 12 months. AI sees heaviest deployment during research, where 34 per cent of respondents use it. While 67 per cent express comfort in allowing AI to narrow and compare travel options, delegation drops steeply as stakes rise.
