Artificial Intelligence Booking for Summer Travel Surges, with One-Third of Global Travelers Employing AI in Reservations – a 74% Increase from 2024, According to Adyen Research
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The travel and hospitality industry is witnessing a surge in AI adoption, particularly in booking experiences. According to the latest data, around one-third of travellers now use AI to book vacations, with a notable growth, especially in older demographics [2].
Hospitality businesses recognise AI search tools and automation for personalisation as industry game-changers in 2025. AI is being used to optimise operations like housekeeping scheduling and energy management, yielding cost savings and sustainability improvements [1][5].
AI-driven chatbots and virtual assistants provide 24/7 customer service for booking inquiries and personalised suggestions, improving responsiveness and freeing staff for higher-value tasks [1][3][4]. Hotels are also using AI for dynamic pricing to adjust room rates in real time based on demand, seasonal trends, and local events, maximising revenue [1][4].
However, the rise in AI adoption comes with its challenges. Fraud is a significant concern, with 38% of accommodation providers reporting a marked increase in payment fraud attempts recently [2]. To combat this, companies like Adyen deploy AI-based fraud prevention modules that reduce manual risk rules by 86% on average, enabling genuine guests to book with less friction while increasing security [2].
Integration of AI tools with existing infrastructure remains an area requiring careful attention. Many hospitality firms struggle to seamlessly connect AI tools to outdated property management and CRM systems, which can hamper effectiveness and increase implementation costs [4].
Adyen's 2025 Hospitality and Travel Report highlights a trend of Boomers using AI for travel bookings, with a significant increase year-on-year. The report also reveals that the travel industry is facing a significant challenge of payment fraud, driven by more online transactions and complexity from AI-enabled bookings [2].
A key finding from the report is that a significant portion of the hospitality industry (44%) anticipates that AI search tools will reshape the industry in the coming years. This prediction about AI's impact on the hospitality industry is shared by 44% of hospitality businesses [1].
In summary, AI adoption in travel and hospitality booking experiences is strong and growing, delivering enhanced personalisation, operational efficiency, and revenue management. Fraud risk has simultaneously increased, driving adoption of advanced AI fraud defenses essential to maintain customer trust and seamless booking flows [2][4][5]. Integration challenges with existing infrastructure remain an area requiring careful attention as the sector evolves.
References:
- Adyen's 2025 Hospitality and Travel Report
- The Guardian
- Tnooz
- Hotel Management
- Skift
Artificial intelligence (AI) is not only transforming the lifestyle of older demographics in travel and hospitality by simplifying booking experiences, but it's also introducing new challenges like fraud. As AI becomes more integrated within these industries, it's crucial to ensure seamless connections with existing infrastructure to maximize efficiency. Moreover, the adoption of AI technology in areas such as personalized suggestions, dynamic pricing, and fraud prevention, will significantly alter the travel industry's landscape, demanding a shift towards advanced AI solutions for maintaining customer trust and managing revenue effectively.
