A global financial technology platform – Adyen – has just released its 2025 Hospitality and Travel Report, and it’s clear the way we travel is changing fast.
Based on a massive global poll of 40,000 consumers across 27 countries, the findings show that 68% of UAE travellers are now using AI to book holidays. That’s a whopping 57% jump in just one year.
The research points to one of the hottest trends in the market right now, and that is travellers want everything to be bookable in one place, from destination inspiration and product search right up to payments.
However, while travellers are going all-in on new and advanced tech that’s simplifying their booking processes, many hospitality businesses still aren’t ready for it. The study found that 67% of UAE hospitality providers are stuck with fragmented payment systems, where online and on-site transactions don’t talk to each other. This just transaltes to slower processes, operational headaches, and a noticeable gap between guest expectations and what’s being delivered.
Gen Z, Millennials, and Gen X driving the AI travel boom
AI-powered planning is no longer just for tech-savvy teens. Yes, Gen Z (77%) and Millennials (74%) are still leading the charge, but Gen X usage has surged by 60% year-on-year, with 44% now embracing AI for holiday planning. Even Boomers are getting in on the action with 18% saying AI makes trip planning easier.
Why is this happening? Speed and relevance. Travellers are sharing that social media has become too noisy, and 81% of the survey participants believe it’s crammed with ads, sponsorships, and influencer content. AI, on the other hand, offers focused, personalised, and faster suggestions, so much so that 85% of travellers say it makes planning feel easier and less overwhelming.
“AI technology has become incredibly important to guests looking for destination inspiration and quick, fun and personalized itineraries, especially as summer vacations arrive. 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.” – Phil Crawford, Global Head of Hospitality at Adyen
Hospitality businesses see AI as the future
The UAE’s hospitality leaders are not blind to what’s happening. More than half (56%) believe AI search tools will reshape the industry in the coming years, while 50% say AI-driven personalisation will transform how they deliver guest experiences.
And there’s one critical piece in the middle of all this: payments. A smooth, secure payment flow is the bridge between an AI-powered booking journey and an outstanding guest experience – from the moment a room is reserved to the final check-out.
Crawford added: “Hospitality businesses are increasingly integrating AI functionality within their platforms to offer a more seamless payment experience for guests.”
Fraud is on the rise
Where there’s new tech, there’s of course new risks. 17% of UAE travellers say they’ve been victims of fraud while booking flights or accommodation in the past year. Hotels are feeling the heat too, with 42% reporting a significant rise in fraud attempts.
However the good thing is AI is proving to be an increasingly powerful defence. Adyen’s Uplift platform, for example claims to be equipped with Protect, an AI-powered fraud prevention module, that is cutting false positives by 86% while ensuring genuine transactions go through without a hitch.
You can read the company’s full report here.
