Vendor research
Sojern
Travel marketing platform. Runs paired surveys of travellers and destination marketing organisations, which makes the adoption gap between the two directly measurable.
- Coverage
- Global, with US traveller panels
- Website
- www.sojern.com
- US travellers who intend to use AI for future trips75%
Sojern · April 2026 · United States
- DMO leaders who see irrelevance risk within two years72%
Sojern · April 2026 · Global
- Millennials using AI as often as social media for trip planning69%
Sojern · April 2026 · United States
- DMOs producing AI-formatted content64%
Sojern · 2026 · Global
- Gen Z using AI as often as social media for trip planning63%
Sojern · April 2026 · United States
- Travellers who would use an AI trip planner on a destination website63%
Sojern · April 2026 · United States
- AI use for researching attractions, restaurants and transport60%
Sojern · April 2026 · United States
- AI use for comparing prices56%
Sojern · April 2026 · United States
- US travellers who have used AI to plan a trip54%
Sojern · April 2026 · United States
- AI use for building and organising itineraries43%
Sojern · April 2026 · United States
Sojern
Indicators from this source
- 54%US travellers who have used AI to plan a tripSojern · April 2026 · United States
- 75%US travellers who intend to use AI for future tripsSojern · April 2026 · United States
- 69%Millennials using AI as often as social media for trip planningSojern · April 2026 · United States
- 63%Gen Z using AI as often as social media for trip planningSojern · April 2026 · United States
- 40%Travellers who discovered a destination via AISojern · April 2026 · United States
- 29%Travellers who changed plans based on AI recommendationsSojern · April 2026 · United States
- 64%DMOs producing AI-formatted contentSojern · 2026 · Global
- 63%Travellers who would use an AI trip planner on a destination websiteSojern · April 2026 · United States
- 25%Travellers less likely to visit a destination site without AI featuresSojern · April 2026 · United States
- 60%AI use for researching attractions, restaurants and transportSojern · April 2026 · United States
- 56%AI use for comparing pricesSojern · April 2026 · United States
- 43%AI use for building and organising itinerariesSojern · April 2026 · United States
- 22%DMOs offering AI trip planning on their websiteSojern · April 2026 · Global
- 26%DMOs with a documented AI strategySojern · April 2026 · Global
- 72%DMO leaders who see irrelevance risk within two yearsSojern · April 2026 · Global
- 41%DMOs increasing digital marketing spendSojern · 2026 · Global