Survey on Utilization of Generative AI and Travel

JTB Tourism Research & Consulting Co. (Shinagawa, Tokyo; President and CEO: Kazamaki Yoshihito) conducted a survey combining questionnaires and interviews to explore how generative AI is being utilized in daily life and during travel. The findings are summarized in the report titled “Survey on Utilization of Generative AI and Travel.” **Survey Details:** – **Web Questionnaire:** Participants who had gone on overnight leisure trips at least once in the past year and used generative AI several times a week (432 respondents). – **Web Interviews:** Participants who use generative AI regularly (29 respondents). – **Survey Period:** July 16–29, 2025.

Survey Results on Travel:

Around 80% of generative AI users utilize it for travel-related purposes. Future expectations include:** – Creating travel itineraries and suggesting routes. – Searching and booking transportation options. – Searching for local gourmet information. – Providing explanations about tourist attractions. – Predicting congestion levels.

The survey revealed that 77.8% of generative AI users (those who use it at least once a week) have used it for travel-related purposes. Usage was particularly high among younger generations, with 89.3% of women in their 20s and 85.7% of men in their 30s having utilized AI for travel. When asked about what they would like to use generative AI for in the future, top responses included “creating travel itineraries and suggesting routes,” “searching and booking transportation options,” and “searching for local gourmet information,” highlighting the demand for efficient travel planning and local insights. Additionally, “explaining tourist attractions” and “predicting congestion levels” were noted as areas where users expect real-time, helpful information.

　

While the use of generative AI among travelers is expanding, the most commonly cited disadvantage of its usage is “information may not always be accurate”. Generative AI may not always adapt to the latest updates, local changes, or nuanced details. Furthermore, if issues arise due to information provided by generative AI, the responsibility may be unclear, potentially leading to disadvantages for travelers. To ensure a worry-free travel experience, providing accurate and reliable information is essential. In this context, tourism operators may find increasing value in offering “peace of mind and safety” that AI cannot guarantee, selecting and providing highly reliable information, and establishing systems to take responsibility in case of any issues.

General Survey Results on Generative AI Usage:

Generative AI usage rate is slightly below 50%, with the highest usage among women in their 20s (61.4%)

The overall usage rate of generative AI was 46.7%, with nearly half of respondents reporting using it regardless of frequency. By gender and age, the highest usage rate was among women in their 20s (61.4%), followed by men in their 30s (57.0%). Younger generations showed higher usage rates, with 30.0% of women in their 20s stating they use generative AI “at least once a day.”

　

Approximately 70% of users utilize generative AI for free, while over 20% use paid versions for private purposes

While 72.5% of users utilize generative AI within free limits, 24.6% use paid versions for private purposes. Among women in their 20s and men in their 30s, over 30% reported using paid versions.

　

Users employ generative AI for various purposes, including: – When questions are vague or search keywords are unclear – To improve the quality and efficiency of work or studies. – For tasks users cannot do themselves (e.g., generating images or videos). – For daily consultations, asking questions they cannot ask others, or simply enjoying conversations.

Respondents were asked about the specific situations in which they use generative AI. The most common responses, in order of frequency, were: ” When questions are vague or search keywords are unclear (48.4%),” “To improve the quality and efficiency of work or studies (40.5%),” and “To perform tasks users cannot do themselves (such as generating images or videos) (40.0%).”

When analyzed by gender and age group, both men and women in their 40s showed a higher tendency to use generative AI for “daily consultations,” while women in their 20s were more likely to use it to “ask questions they cannot ask others” and “simply enjoy conversations.” Additionally, paid users showed a higher tendency to use generative AI for “tasks users cannot do themselves,” as well as “asking questions they cannot ask others” and “enjoying conversations.”

　

Specific usage examples include: – Information Search & Work Efficiency: Search assistance, proofreading, and editing. – Learning & Skill Development: Idea generation and brainstorming for work. – Skill Support: Image generation, video editing, and translation. – Daily Consultations: Health management, travel planning, recipe suggestions. – Life Consultations: Life planning, relationship advice, parenting, career guidance.

　

　

The presence of generative AI is perceived not only as a “high-level information processing tool,” but also as a “trusted advisor,” “reliable friend,” and “partner.” Furthermore, it is even seen as “part of oneself,” “family,” or “a romantic partner.”

How do people view generative AI, which has increasingly become integrated into daily life? The most common perception was as a “high-level information search tool” (32.2%), followed by “trusted advisor” (15.0%) and “reliable friend” (10.4%).
　When analyzed by demographic attributes, older generations were more likely to view generative AI as a “high-level information search tool.” On the other hand, women in their 20s were more likely to perceive it as a “pet” or “romantic partner,” while men in their 20s and paid users showed a relatively higher tendency to view it as “part of oneself.”

　

The benefits of using generative AI include “saving time and effort,” “providing reference opinions when facing decision-making dilemmas,” and “suggesting ideas that users may not have realized themselves.”

On the other hand, the disadvantages include “information may not always be accurate,” “costs associated with paid plans,” and “dependency issues.” Users find value in generative AI not only for saving time and effort but also for offering support during moments of indecision and proposing ideas they hadn’t considered. Conversely, drawbacks include occasional inaccuracies in information, the financial burden of paid plans, dependency on the technology, and a potential decline in personal abilities.
　Feedback from users during online interviews further highlighted these aspects. Some described generative AI as an “indispensable partner or buddy,” cautioning that it can sometimes overly validate one’s choices. Others noted that while they initially saw it as merely a convenient tool—and even feared it might one day dominate humanity—they eventually came to view it as a friend who offers kind words, support, and understanding without requiring emotional effort.
　While generative AI provides a sense of ease and acts as a trusted advisor, there is also the risk of relying on it too heavily, which can lead to overdependency.