Amsterdam · August 5th, 2025
Adyen Research Reveals One in Three Global Travelers Use AI to Book Summer Vacations, Up 74% from 2024
Adyen’s 2025 Hospitality and Travel Report reveals a sharp rise in travelers using AI to book experiences this summer, with data showing a 106% increase in Boomers using the technology year-on-year, the biggest increase in users globally.
Global research finds that fraud remains a significant challenge within the industry, with 38% of accommodation providers reporting a rise in payment fraud attempts in the past year.
Half (44%) of hospitality businesses say that AI search tools will reshape the industry in 2025 and beyond.
Amsterdam, July 22, 2025: Adyen, the global financial technology platform of choice for leading businesses, has today published its The report highlights the transformative role AI is having on traveler behavior and purchasing. A key trend highlighted is the growing consumer demand for hospitality businesses to integrate product search and transaction functionalities directly into their booking platforms.
Despite growing AI adoption amongst consumers, many hospitality businesses are facing challenges from fragmented payment systems, with 71% of merchants indicating that fragmented systems for online and on-site payments makes it difficult for hotels to streamline operations and reconcile efficiently. Adyen is helping businesses to respond to these shifts by developing platforms that support both merchants and guests with frictionless transaction technology.
Boomers and Gen X Lead AI Adoption Growth With summer vacations beginning, AI is reshaping how travelers plan and book their trips. In a poll of 40,000 consumers across 27 countries, a third (34%) used AI to discover destinations, a 74% increase from 2024. While Gen Z (59%) and Millennials (48%) are still the most active users, the biggest growth came from Boomers (up 106%) and Gen X (up 91%).
Two-thirds of Boomers said AI helped them cut through the noise, highlighting how usage of the technology is spanning across generations. Social media is a frustration for over 70% of travelers who are put-off by platforms being filled with ads, sponsorships, and influencer content. AI is helping to cut out this noise, providing inspiration faster than any other method (69%).
"AI technology has become incredibly important to guests looking for destination inspiration and quick, fun, and personalized itineraries, especially as summer vacations arrive," said Phil Crawford, Global Head of Hospitality at Adyen. “Guests are increasingly using AI to make their trips more seamless and, in response, hospitality providers are looking to invest to meet this growing demand.”
Hospitality Teams Up with AI for Growth Take-Off Adyen’s 2025 Hospitality and Travel Report highlights the increased expectation by guests to see businesses adopting AI technology to better support travel and hospitality purchases. Hospitality businesses are aware of the shifting consumer trend, with almost half (44%) saying that AI search tools which support guests with booking decisions will reshape the industry in 2025.
A similar amount (40%) believed AI-driven automation to personalize the guest experience would transform the sector. Payments are the critical bridge between AI-powered discovery and the full guest experience — from booking a room to hotel check-out. Crawford continued “Hospitality businesses are increasingly integrating AI functionality within their platforms to offer a more seamless payment experience for guests.”
Fraud a concern for both hospitality guests and merchants Fraud remains a major operational challenge, with 38% of accommodation providers reporting a significant increase in payment fraud attempts in the past year. As the industry leans into AI to drive personalization and streamline operations, payments play a critical role in enabling that transformation — especially when it comes to trust and security. Adyen Uplift incorporates Protect, an AI-powered fraud prevention module which helps businesses reduce their manual risk rules by 86% on average and ensures genuine guests can book without unnecessary friction.
Adyen’s full Hospitality and Travel Index Report can be viewed .
About Adyen Adyen (AMS: ADYEN) is the financial technology platform of choice for leading companies. By providing end-to-end payments capabilities, data-driven insights, and financial products in a single global solution, Adyen helps businesses achieve their ambitions faster. With offices around the world, Adyen works with the likes of Meta, Uber, H&M, eBay, and Microsoft.