This article summarizes key findings from Accenture’s recent report, “Me, my brand and AI: The new world of consumer engagement – Building resilient relationships between consumers, brands and AI in times of uncertainty.” The research surveyed over 18,000 people across 14 countries, and the findings reveal a fundamental shift in how consumers discover, choose, and book travel experiences. For travel and hospitality professionals, the message is clear: AI isn’t just changing marketing tactics. It’s changing who makes the booking decisions.
