While crowds flock to the world’s most popular destinations this peak travel season, Booking.com’s research reveals that a large subset of travelers (56%) are eager to venture off the beaten path, in search of lesser-known locations and experiences*.
And with the continued adoption of Generative AI, travelers have a unique opportunity to identify experiences that are more aligned with this intent to seek the unknown – a major shift from relying on traditional search methods and specifics.
Already, research tells us that 48% of travelers would trust AI to plan their trip for them. But to improve travelers’ chances of finding the right destination with the help of GenAI such as Booking.com’s AI Trip Planner**, they must embrace a shift to more creative conversational prompts that can truly capture the true intent of their search.
Early adopters prompting for ‘beach destinations’ may find accommodations in Italy, Portugal or Greece, but that may not resonate if they’re looking for something more adventurous or surprising.
But creative conversational prompts, such as: Show me seaside homes in Italian towns less frequented by tourists, and more popular with locals or Create a two-week Japan itinerary with child-friendly nature attractions will unlock more personalized results – surfacing unique recommendations and fulfilling needs not typically served by traditional search filters.
Consumers are increasingly comfortable with GenAI doing the ‘heavy lifting’ in travel discovery and planning, especially when they see how much time it saves compared to traditional methods. The real joy of searching in this new way is unlocked when the traveler understands how detailed and creative they can – and should – get in order to surface the unknown. Joe Futty, VP of Product Marketplace at Booking.com
If you would like to speak to Joe to learn more about this fundamental mindset shift, and the search potential when challenging GenAI with more creative conversational prompts, please get in touch.
*Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1008 from Argentina, 1012 from Australia, 505 from Austria, 1001 from Belgium, 1002 from Brazil, 1009 from Canada, 1009 from China, 1002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1004 from India, 510 from Ireland, 504 from Israel, 1014 from Italy, 1004 from Japan, 1009 from Mexico, 1014 from The Netherlands, 1015 from New Zealand, 500 from Portugal, 502 from Singapore, 1010 from South Korea, 1009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1003 from Thailand, 502 from the UAE, 1007 from the UK, 1005 from the US and 1007 from Vietnam). Respondents completed an online survey in July 2023.
**Available in the United States, United Kingdom, Australia and New Zealand, with additional markets rolling out over time.
About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.
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