Travelers from emerging markets increasingly using AI for trip planning
Leisure tourism is undergoing a profound transformation as travelers—particularly from emerging markets—turn to artificial intelligence (AI) tools and social media platforms to plan their trips, according to a new report by Boston Consulting Group (BCG).
Based on a survey of around 5,000 travelers across 11 countries—including India, China, Indonesia, Mexico, Nigeria, and Vietnam—the study sheds light on shifting behaviors in travel planning. These countries, identified as fast-growing or heavily traveled markets, are expected to fuel a surge in global tourism over the next 15 years.
BCG’s analysis, which covers travel patterns from 2014 to 2024 and projections through 2040, forecasts that global leisure travel will triple in value. It will go from $5 trillion to $15 trillion. A growing share of this expansion will come from emerging economies. This trend is a marked shift from the dominance of Western nations such as the U.S., U.K., and Germany.
The report highlights the increasing reliance on digital tools. BCG survey found that emerging-market travelers have the most browsing touch points. It starts with social media and then looking to general internet research, brand and retailer websites, and online advertising. Interestingly, they are also the most likely to say they often experience information overload. Despite this “fatigue”, their enthusiasm for tech-driven travel planning remains high.
Search capabilities based on large language models (LLMs) are already reshaping traditional search behaviors in multiple categories. This includes among others shopping, real estate, and automotive classifieds.
AI reshapes travelers’ research
Travelers now engage in deeper, more interactive conversations with LLM-based search agents such as ChatGPT and Gemini. With the consequence of significantly expanding their research phase. Rather than simply searching for a specific hotel or destination, they can ask detailed, exploratory questions. In return, they receive personalized inspiration. This frequently leads travelers to directly visit provider or destination websites. It is essential that these sites use search engine optimization to ensure that they will be found.
BCG urges consequently the travel industry to embrace AI and digital transformation. It will meet the expectations of this new wave of tech-savvy tourists as information about travel will abound and become all the more accessible.
Meanwhile, human interaction is still key to the overall travel planning experience. While China (65%), India (59%), Indonesia (58%), and Vietnam (51%) lead in the adoption of AI tools and chatbots for travel planning, travelers in these markets also express a strong desire for human input during the decision-making process.
Related News Stories: Alipay Voyager+ is the new AI revolutionary companion in travel Spirit Airlines to exit bankruptcy WTE Miami 2025: Where Global Tourism Destinations Converge ... Travel Editions joins Artisan Travel Group after acquisition Hilton highlights latest UK traveller trends Exploring Bok Tower Gardens with Erica Smith - TravelMole Gulf countries prepare to launch a unified visa by the end of 2025 Oneworld: a 15th member in the alliance with Oman Air integration News Archive - Page 9502 of 9502 - TravelMole Emirates to become the world's first autism certified airline
TravelMole Editorial Team
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt