29% of Italians say they have used AI to discover their holiday destinations , a 77% increase compared to 2024. In Italy, Generation Z (52%) and Millennials (40%) are the most active users, but the greatest growth is seen among Boomers (up 111%) and Generation X (up 85%).

This is according to the 2025 Hospitality & Travel Report from Adyen , a financial technology platform. The survey highlights the transformative role AI is having on traveler behavior and purchasing habits.

One of the key trends that has emerged is the growing demand from consumers for hospitality companies to integrate product search and transaction functionality directly into their booking platforms.

57% of Italian Boomers who use AI to organize and book their trips said that AI helped them filter out unnecessary information , highlighting how the use of this technology is spreading across all generations.

Social media is a source of frustration for 66% of travelers, discouraged by platforms filled with ads, sponsorships, and influencer content. AI helps eliminate this noise, providing inspiration faster than any other method (70%).

"AI technology has become incredibly important for guests seeking destination inspiration and quick, fun, and personalized itineraries, especially with the arrival of summer vacations," said Phil Crawford, Global Head of Hospitality at Adyen. "Guests are increasingly using AI to make their travels more seamless, and as a result, hospitality companies are evaluating new investments to meet this growing demand."

(Unioneonline)

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