AI is Becoming the New Gateway to Destinations, says Amadeus

Artificial intelligence is rapidly redefining how travellers discover, compare and ultimately choose destinations, according to Amadeus' latest report, The Future of Destinations: Insights from Travel Dreams 2026.

The research argues that destination competitiveness is entering a new phase, where success depends not only on visibility in search engines but increasingly on how effectively destinations appear in AI-generated recommendations.

The findings reveal that 69% of travellers now consider AI-generated summaries sufficient to make travel decisions without conducting any further research, while the use of AI chatbots for travel inspiration has tripled over the past five years, growing from 6% to 18%. AI is already influencing every stage of the travel journey, with 42% of respondents using it for planning and research, 36% for inspiration and destination discovery, and 35% while travelling.

For destination management organisations (DMOs), this signals a profound shift. The report argues that AI is no longer simply changing how travellers search for information; it is changing how they make decisions. As a result, destinations must ensure their content is clear, structured, consistent and optimised for AI-powered discovery rather than for human readers alone. Amadeus identifies Generative Engine Optimisation (GEO) alongside traditional SEO as becoming part of a destination's core digital infrastructure. "If your content isn't structured for AI-generated summaries, it won't surface where decisions are made," the report warns.

The research also highlights a broader evolution in destination marketing. Rather than competing through attractions alone, destinations are increasingly expected to deliver emotional value, personalisation and seamless experiences. According to the study, 74% of travellers consider personalisation important, while many are willing to pay more for experiences that reduce friction, save time or align with their motivations, whether centred on wellbeing, culture, discovery or ease.

 "Destination management organisations are today architects of how a location makes a traveller feel during a vacation," says Sol Freixa, Vice President, Commercial, Destinations at Amadeus. "Travel Dreams 2026 data reveals travellers now want freedom, connection, discovery and ease. Those who intentionally craft journeys that deliver personal growth, wellbeing and authentic connection will become indispensable partners to hotels, brands and destinations alike."

Inside the report:

• Why emotions now define the “dream destination”
• How AI is quietly shaping where travelers decide to go
• What personalisation really means at destination level
• Why being visible in search and AI matters more than promotion
• How leading DMOs are becoming experience architects

Beyond AI, the report concludes that future destination competitiveness will increasingly depend on combining forward-looking travel intelligence, behavioural insights and structured content strategies to anticipate demand rather than simply react to it.

As Amadeus summarises, the destinations that will succeed are not necessarily those that promote themselves the most, but those that understand demand earliest, appear where decisions are made and create experiences that resonate emotionally.
 

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