AI at holiday trips
Artificial intelligence is also becoming increasingly important in the context of holiday travel. The Reiseanalyse shows that, in the 2025 travel year, AI-powered applications were already being used on more than 13 million holiday trips taken by Germans. Given the rapid development of AI, it is likely that its importance for holiday travel will continue to grow.
The Reiseanalyse tracks this development through various surveys and from different perspectives. The focus is no longer solely on whether AI is used in the context of holiday travel, but increasingly also on how it is changing the way people search for information, plan their trips and make travel decisions. Among other things, the study examines the areas of application throughout the journey, experiences with AI use, and possible impacts on the travel experience. Repeated studies are intended to highlight developments and changes over time.
Research and findings on the travel year 2025
The role of AI in holiday travel was examined in various surveys conducted during and leading up to the 2025 travel year:
- RA online, May and November 2025: Using AI chatbots for information or inspiration when planning holidays
- RA Module Special, September 2025: An in-depth study into the use of AI in holiday travel, with findings on attitudes, usage, areas of application throughout the customer journey, benefits, experiences and potential
- RA face-to-face, January 2026: Retrospective survey on the use of AI-powered applications for holiday travel in the 2025 travel year – for information, inspiration and/or booking
The September 2025 Module Special provided the first opportunity to take an in-depth look at the role of AI in holiday travel. The analysis covered attitudes towards artificial intelligence, its use in holiday travel, various areas of application throughout the journey, as well as experiences, benefits and potential of AI in a travel context in Germany.
The detailed results from the 2025 Module Special are available in the Chart Special entitled ‘Artificial Intelligence in Holiday Travel – Usage, Attitudes and Potential in the German Holiday Travel Market’, currently only available in German.
New study: AI at holiday trips
In 2026, the topic will be re-examined and explored in greater depth as part of the Reiseanalyse. In addition to analysing trends in attitudes and usage over time, new questions regarding the impact of AI on information-seeking, travel planning, travel decisions and the travel experience will be considered.
The results will be published by the end of 2026. Selected findings will be presented on this page; detailed analyses will again be published in a special report available for purchase, available in German on request.
Participation and individual reports
Partners of the Reiseanalyse can help shape the topics and research questions for future studies and – depending on the form of participation – have the results analysed for their own target groups and research questions. The detailed results of each study are also available via the Chart Special, which is available for purchase, regardless of whether a partner has participated.