The majority of travellers let algorithms shape their holidays

Study shows that three-quarters are influenced by social media

AI is transforming travel booking by analysing digital breadcrumbs to personalise recommendations - from destinations to stopovers and lounge perks. 

A Phocuswright study shows 62% of travellers plan trips after engaging with online content, while PhotoAiD reports 75% are most influenced by social media. 

But Andrew Harrison-Chinn, CMO of Dragonpass - the leading provider of travel perks to UK banks - says it goes deeper with search queries, location data, and engagement history all feeding AI models predicting travellers’ next moves. 

He sees this as both a challenge and an opportunity: with algorithms as intelligent tour guides, brands must respond to real-time digital signals to stay relevant. 

From Google searches and Instagram saves to TikTok likes and shopping habits, every interaction feeds your AI-powered travel agent. As Harrison-Chinn says, it’s not just social media influencing travel - it’s your entire digital life.

Dragonpass is leading the evolution of personalised travel, using AI to deliver tailored perks that adapt to each traveller’s unique preferences and digital behaviours. 

From transforming transit time into wellness moments to curating lounge access based on online habits, Dragonpass designs journeys that begin well before departure. 

Today, the platform serves over 40 million customers worldwide, offering seamless access to more than 1,400 international airport lounges.