Nearly all travelers, 96%, say they would switch from their preferred travel brand if another option offered a significantly easier and faster experience. In addition, 91% would accept a more expensive travel option if it significantly reduced the time and effort required to plan and manage their trip.
Accenture’s recent Consumer Pulse Research, featured in the report “Talk to My AI Agent,” found that more than one-third, or 36%, of loyal travelers would allow an agent to switch from their preferred brands for a better fit based on price, preference or performance. The research defines loyal travelers as those who typically choose from one to three preferred brands within a category such as hotels or airlines.
The research also identifies fragmentation in the travel booking process. More than nine in ten travelers, or 94%, describe booking as moderately or very complex, while 65% use four or more platforms before booking a trip.
Payment-related issues are another source of abandoned bookings. More than eight in ten travelers, or 83%, have abandoned a travel booking because of issues including unexpected fees, declined cards or limited payment options. In addition, 43% say the payment experience strongly influences their choice of provider.
Travelers show increasing openness to AI assistance, although the research also records a preference for retaining control. Some 37% of travelers would allow an AI agent to complete a travel booking, while 32% would allow an AI agent to make a payment on their behalf.
At the same time, 91% of travelers want approval rights at key points of the journey, including confirming final bookings or making changes to their plans.
Among travel, airline and transport companies, 28% are currently developing plans to integrate AI agents into their broader AI strategy. This compares with 23% in January 2026 and September 2025, according to Accenture’s Pulse of Change survey.
The research also records demand for more connected travel journeys. Some 96% of travelers find the idea of a single system connecting payments, rewards and travel preferences appealing. A total of 97% say they would use such a system even if it required them to share personal and travel data.
As an example of the development of AI-supported travel discovery, Radisson Hotel Group collaborated with Accenture on AI-powered hotel discovery capabilities designed to help travelers move from trip intent to relevant hotel options through natural conversation.
The booking experience inside ChatGPT allows travelers to search across more than 1,000 properties in 91 countries, view live rates and availability, and book directly with Radisson Hotel Group.
“Convenience has always mattered in travel, but our research suggests it is becoming an even more important factor in how travelers choose and stay with brands. Travelers told us they are willing to pay more, and in many cases switch brands, for experiences that save them time and effort.”
“This helps explain growing interest in AI-enabled travel experiences that reduce friction across the journey, from trip planning and discovery to booking, servicing and support. The opportunity for travel companies is to make travel simpler and more intuitive by helping customers find relevant options faster, reducing the number of steps required to complete a task, and providing proactive support when plans change, all while giving travelers transparency, trust and control over key decisions.” said Emily Weiss, Global Travel Lead and Senior Managing Director, Accenture.
“The rise of agentic commerce is changing how customers discover, book and pay for travel. But one thing hasn’t changed: customers will always reward brands that make life easier. As AI takes a greater role in purchasing decisions, the payments experience becomes a critical driver of trust, conversion, or, when done wrong, frustration. Travel companies that reduce friction, expand payment flexibility and make transactions feel seamless will be best positioned to win customer trust and stay top of mind in an increasingly AI-driven marketplace.” said Sulabh Agarwal, Global Payments lead at Accenture.
Tags: Emily Weiss, Accenture
