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The data

Every indicator in the observatory, with its publisher, reference period, sample and evidence type. Grouped by topic, each one linked to the document it came from.

Sixty indicators, each one a single figure that appears verbatim in the document it links to. No blended averages, no figures without a date, no claims we could not trace to a named publisher.

Where we found a number inside a second document that cites the original, the page says so and the confidence drops to medium. Where a figure is a forecast rather than a measurement, the page says that too.

The headline numbersSurvey · Showing 8 of 60 indicators · 5 sources
Every figure carries its publisher, sample and field period.

Traveller adoption

14 indicators

How many people actually use AI to plan and book travel, and how fast that share is moving.

Discovery and visibility

14 indicators

AI as a discovery channel: who gets recommended, who gets cited, and who disappears.

Trust and autonomy

11 indicators

Enthusiasm is near-universal; delegation is not. The gap between the two is the real story.

What AI is used for

7 indicators

The specific jobs travellers hand to an assistant, before, during and after a trip.

Destinations and DMOs

9 indicators

National tourism organisations and destination marketers, measured against the travellers they serve.

Hotels and accommodation

4 indicators

Adoption, outlook and the capability gap between chains and independents.

Airlines, agencies and distribution

8 indicators

Where agentic AI is already in production, and the data fragmentation holding it back.

Economics

7 indicators

What the shift is worth, where the money moves, and which claims are forecasts rather than measurements.

Governance, accuracy and risk

6 indicators

What goes wrong: stale answers, unverified claims, and the policy response taking shape.

Market context

5 indicators

The baseline volumes that AI-era percentages are percentages of.