# AI now inspires more than half of travelers

Canonical-URL: https://notitur.com/en/digest/ai-inspires-travelers-planning
Text-Version: https://notitur.com/en/digest/ai-inspires-travelers-planning.txt
Markdown-Version: https://notitur.com/en/digest/ai-inspires-travelers-planning.md
Language: en
Published: 2026-08-28T10:15:56.916Z
Modified: 2026-08-28T10:15:56.916Z
Author: Joan Sanz
Topics: Artificial Intelligence
Summary: 54% of travelers use AI to plan. DMOs lose control of inspiration. How to adapt?

## Article

For years, tourism boards (DMOs) controlled the first touchpoint: a traveler discovered a destination on their website and started planning there. **AI has disrupted that sequence**. A study by Mindtrip, Sabre, Sojern and MMGY shows that **54% of travelers already use AI to plan their trips**. Inspiration no longer comes from the official site, it comes from a chat.

This is not a passing trend, it's a channel shift. If half of your potential visitors get suggestions from a language model, your destination must be present in those ecosystems: structured content that AI can cite, updated feeds, and visibility in the tools people open before deciding.

DMOs that keep treating their website as the center of the universe will miss the boat. The good news: those who optimize for AI capture the traffic of people who don't even know they're looking for your destination yet. The first step is understanding that **inspiration is now negotiated in the prompt**, not in the banner.

## Sources

- Smart Travel News: https://www.smarttravel.news/la-ia-cambia-el-mapa-de-la-inspiracion-turistica-el-54-de-los-viajeros-ya-la-utiliza-para-planificar-sus-viajes/

## Citation

AI now inspires more than half of travelers. Notitur. 2026-08-28. https://notitur.com/en/digest/ai-inspires-travelers-planning