How Generative AI and the Rise of the Travel Super App Will Revolutionize Trip Planning

A new wave of innovation in the travel industry is on the horizon, driven by advancements in generative AI. Research from Accenture reveals that nearly all travelers (97%) are looking for a comprehensive, all-in-one platform—a “super app”—that can streamline their travel experience. This demand stems from a growing frustration with current trip-planning tools, where users are often required to make separate bookings for flights, accommodations, and activities, creating a fragmented process. More than half of travelers express openness to adopting AI-driven solutions, particularly conversational tools, to ease these pain points.