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SojernSurvey

40%

Travellers who discovered a destination via AI

Does AI influence where people decide to travel?

40% of travellers say they discovered a destination through AI, and 29% changed their plans based on an AI recommendation.

ValueApril 2026 · United States
40%

Travellers who discovered a destination via AI

1,006 US adults

Sojern

Discovery and plan-change are the two measures that convert AI visibility into demand. If a model does not name your destination, four in ten travellers never encounter it at the moment of inspiration.

Source

SojernVendor research
Open the original documentopens the original document on the publisher's site
Reference period
Geography
United States
Evidence type
Survey
Sample
1,006 US adults
Last checked

Method

Sojern traveller survey, April 2026, 1,006 US adults. Self-reported attribution, which tends to understate influence travellers did not consciously register.

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