UAE travel bookings driven by AI jump 57%

More than two thirds (68%) of UAE travellers now use AI to help with their travel bookings, according to a new report by payment company Ayden, a figure that marks a staggering 57% increase compared to last year. 

 

Reinforcing this trend, recent data from Tourism Economics shows that 60% of UAE travellers rely on AI to organise their trips, with artificial intelligence now integral at every stage, from planning to payment.

 

Ayden’s 2025 Hospitality and Travel Report, based on a poll of 40,000 consumers across 27 countries, highlights how digital transformation is impacting traveller behaviour. 

 

Frustrations with traditional channels are growing: 81% of respondents say social media platforms are inundated with adverts, sponsorships and influencer content. Seeking efficiency and authenticity, 85% report that AI-powered searches help them access information more quickly.

 

Generational differences in AI adoption are particularly noteworthy. Millennials and Gen Z lead the way, with 77% of Gen Z and 74% of Millennials in the UAE turning to AI for bookings.

 

Gen X usage has climbed to 44% — a 60% increase since last year — and even 18% of Boomers, traditionally slower to embrace new tech, are now incorporating AI into their travel planning.

 

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With consumers rapidly adopting new digital tools, hospitality businesses are striving to keep pace. Demand is mounting for companies to embed AI-based search and payment features into their platforms, yet 67% of UAE hospitality businesses admit to struggling with a disconnect between online and onsite processes.

 

Industry leaders are responding to this challenge. Phil Crawford, Global Head of Hospitality at Adyen, observes: “AI technology has become incredibly important to guests looking for destination inspiration and quick, fun and personalised itineraries.

 

"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.”

 

Looking ahead, the industry remains optimistic. More than half (56%) of hospitality providers expect AI search tools will reshape the sector in 2025 and beyond, while 50% believe AI-driven personalisation will fundamentally transform the guest experience.

 

Yet, alongside these opportunities, the digital transformation brings new risks. Trust and security are major concerns, with 17% of UAE travellers experiencing fraud when booking flights or accommodation in the past year, and 42% of hospitality businesses reporting payment fraud attempts.

 

The digitalisation of travel is part of a broader global trend, with the industry projected to exceed US$2.3 trillion by 2032 as online tools reshape operations and consumer experiences.

 

For more information, visit www.adyen.com