Generative AI is redefining how travelers plan and book trips. Phocuswright’s latest insights reveal that AI agents like ChatGPT are now shaping decisions by offering personalized, real-time recommendations and even booking options. A new trend, “B to AI marketing,” means travel brands must target AI systems rather than just consumers. With hyper-personalization, infrastructure upgrades, and the need for trust, AI is creating a new era of smarter, faster, and more tailored travel experiences.