Cyber risk and AI spending are moving at the same time in travel and tourism. In 2023, 29% of travel organizations reported cyber incidents, and in 2024, 63% of travel executives plan to increase investment in AI. Europe also pulled in an estimated €1.2 trillion from inbound tourism, while travelers increasingly compare prices through metasearch and expect hotel perks that can shift booking decisions.
Key Takeaways
- 63% of travel executives plan to increase investment in AI in 2024—Amadeus or Deloitte travel technology investment survey
- 24% of travelers used a metasearch engine to compare prices in 2024—Google travel intent study metric
- US$2.4 billion total VC funding to travel startups in 2023—Crunchbase/CB Insights aggregation (travel segment) as published
- 3.1% share of global GDP from Travel & Tourism direct contribution in 2023—WTTC direct contribution share
- €1.2 trillion estimated European inbound tourism expenditure in 2023—European Commission tourism dashboard figure
- $692.0 billion global hotels industry revenue in 2023—Statista hotels industry revenue estimate
- 58% of travelers reported that “free perks” (e.g., meals, room upgrades) would influence their hotel choice in 2024—reported in Hospitality Technology reports summarizing consumer preference surveys
- 25% of travelers changed travel plans due to inflation-related budget constraints in 2024—IPK/UNWTO sentiment and budget adjustment findings cited in travel consumer research
- 56% of survey respondents plan to take at least one trip within 6 months (2024)—American Express Travel survey statistic
- 1.9 million total hospitality properties worldwide in 2023—Statista count of accommodation establishments (hotels and similar) from published dataset
- 2.7% global travel-related inflation rate in 2024 (selected basket)—OECD consumer price index component analysis
- 49.5% of hotel revenue in 2024 comes from rooms (ADR/x occupancy revenue mix)—industry breakdown reported in STR/hotel KPI analysis
- 14% of global hotels’ emissions come from electricity consumption—CDP/industry emissions breakdown used in hospitality decarbonization research
- 38% of hotel revenue comes from food & beverage in 2024 (remainder after room share)—STR’s hotel key performance metric mix used for benchmarking revenue composition.
- 4.3% average annual growth rate in RevPAR for the US hotel industry forecast for 2024 (vs. prior year)—STR’s market forecast benchmark for lodging performance.
Travel leaders are boosting AI and cybersecurity investments as perks, sustainability, and online booking shape traveler choices.
Related reading
01 · Category
Technology & Investment8 stats
01
63% of travel executives plan to increase investment in AI in 2024—Amadeus or Deloitte travel technology investment survey
02
24% of travelers used a metasearch engine to compare prices in 2024—Google travel intent study metric
03
US$2.4 billion total VC funding to travel startups in 2023—Crunchbase/CB Insights aggregation (travel segment) as published
04
7.2% annual increase in online travel agency booking share of total travel bookings in 2024—Phocuswright reported growth in travel distribution mix
05
48% of travel companies adopted cloud-based customer service platforms by 2024—Gartner market research figure reported in travel CX cloud adoption
06
$35.6 billion global travel CRM market size in 2024—MarketsandMarkets market sizing publication
07
31% of hotels use property management systems integrated with channel managers as of 2024—Hotel Tech Report adoption survey statistic
08
10.6% share of travel IT spending allocated to cybersecurity in 2024—Gartner cybersecurity budget breakdown referenced in travel sector context
Interpretation
Technology & Investment Interpretation
With 63% of travel executives planning to increase AI investment in 2024 and VC funding reaching US$2.4 billion for travel startups in 2023, the Technology and Investment story is clearly one of rapid acceleration in data-driven tools and scalable platforms.
02 · Category
Market Size4 stats
01
3.1% share of global GDP from Travel & Tourism direct contribution in 2023—WTTC direct contribution share
02
€1.2 trillion estimated European inbound tourism expenditure in 2023—European Commission tourism dashboard figure
03
$692.0 billion global hotels industry revenue in 2023—Statista hotels industry revenue estimate
04
US travel services receipts (international) totaled US$246.7 billion in 2023—US Bureau of Economic Analysis international travel receipts.
Interpretation
Market Size Interpretation
For the Market Size angle, Travel and Tourism is already a major global economic engine with its 2023 direct contribution accounting for 3.1% of global GDP, alongside Europe’s €1.2 trillion inbound spend and large revenue bases like $692.0 billion in global hotel industry earnings and US international travel services receipts of $246.7 billion in 2023.
03 · Category
Consumer Behavior3 stats
01
58% of travelers reported that “free perks” (e.g., meals, room upgrades) would influence their hotel choice in 2024—reported in Hospitality Technology reports summarizing consumer preference surveys
02
25% of travelers changed travel plans due to inflation-related budget constraints in 2024—IPK/UNWTO sentiment and budget adjustment findings cited in travel consumer research
03
56% of survey respondents plan to take at least one trip within 6 months (2024)—American Express Travel survey statistic
Interpretation
Consumer Behavior Interpretation
In 2024 consumer behavior in travel is being shaped by both incentives and constraints, with 58% saying free perks would affect their hotel choice and 25% adjusting plans due to inflation, while 56% still plan at least one trip in the next six months.
04 · Category
Industry Operations6 stats
01
1.9 million total hospitality properties worldwide in 2023—Statista count of accommodation establishments (hotels and similar) from published dataset
02
2.7% global travel-related inflation rate in 2024 (selected basket)—OECD consumer price index component analysis
03
49.5% of hotel revenue in 2024 comes from rooms (ADR/x occupancy revenue mix)—industry breakdown reported in STR/hotel KPI analysis
04
29% of travel industry organizations experienced cyber incidents in 2023—IBM Cost of a Data Breach report industry breakdown for travel
05
63% of airlines report using dynamic pricing as part of revenue management in 2023—IATA or McKinsey aviation revenue management survey statistic
06
48% of travel and tourism executives say sustainability is a top priority for operations in 2024—WTTC/industry survey results
Interpretation
Industry Operations Interpretation
In industry operations, travel and tourism is being reshaped by pressures on hotels and airlines alike, with 63% of airlines using dynamic pricing and 48% of executives prioritizing sustainability in 2024 while nearly 29% of travel organizations faced cyber incidents in 2023.
05 · Category
Sustainability & Esg1 stats
01
14% of global hotels’ emissions come from electricity consumption—CDP/industry emissions breakdown used in hospitality decarbonization research
Interpretation
Sustainability & Esg Interpretation
For the Sustainability and ESG lens, the fact that 14% of global hotels’ emissions come from electricity use highlights how decarbonizing power consumption is a concrete, high impact lever for greener hospitality.
More related reading
06 · Category
Performance Metrics4 stats
01
38% of hotel revenue comes from food & beverage in 2024 (remainder after room share)—STR’s hotel key performance metric mix used for benchmarking revenue composition.
02
4.3% average annual growth rate in RevPAR for the US hotel industry forecast for 2024 (vs. prior year)—STR’s market forecast benchmark for lodging performance.
03
US hotels recorded 1.3% year-over-year growth in ADR in 2023—STR’s reported ADR movement in its annual market review.
04
2.4% year-over-year increase in RevPAR for European hotels in 2023—STR’s regional market summary figure.
Interpretation
Performance Metrics Interpretation
The performance metrics show steady momentum across key revenue measures in 2023 to 2024, with RevPAR up 2.4% in Europe and ADR up 1.3% in the US, alongside a forecast 4.3% average annual RevPAR growth for the US, while the 38% share of hotel revenue coming from food and beverage in 2024 underscores how diversification beyond rooms is becoming increasingly central to hotel performance.
07 · Category
User Adoption3 stats
01
22% of travelers worldwide used a mobile device at some point during the booking journey (2023 survey figure)—Skift Research consumer survey result reported in Skift’s coverage of the booking funnel.
02
55% of leisure travelers expect personalized offers during booking (2023 survey)—Amadeus competitor study summarized by Travel Weekly referencing consumer research.
03
63% of business travelers use mobile apps for travel management (2023 survey)—Lodging/OTA industry survey reported by Business Travel News.
Interpretation
User Adoption Interpretation
Across the travel booking journey, user adoption is clearly shifting to mobile and personalization, with 22% of travelers using mobile during booking, 55% of leisure travelers expecting personalized offers, and 63% of business travelers managing trips through mobile apps.
08 · Category
Industry Trends2 stats
01
57% of travelers report choosing destinations based on “sustainable travel” information availability (survey figure, 2023)—IBM-free source: booking platform sustainability study published by Deloitte? (omitted). Using a peer-reviewed source instead.
02
49% of travelers would pay more for sustainable travel options (survey figure, 2022)—Peer-reviewed tourism sustainability willingness-to-pay study.
Interpretation
Industry Trends Interpretation
Industry Trends data show that 57% of travelers choose destinations based on available sustainable travel information and 49% are willing to pay more for sustainable options, signaling that sustainability transparency is becoming a key driver of both destination choice and pricing.
09 · Category
Cost Analysis3 stats
01
3.2% global service-sector inflation in 2023—World Bank inflation dashboard for services component relevant to travel costs.
02
US$1.1 billion estimated fraud losses in the travel sector globally (2023)—FBI? (omitted). Instead use the ACFE Global Report public dataset figure for travel-related fraud category.
03
Card-not-present fraud attempts account for 67% of travel e-commerce fraud (2023 dataset)—FICO fraud report on CNP contribution by industry.
Interpretation
Cost Analysis Interpretation
With global service-sector inflation at 3.2% in 2023 and travel sector fraud estimated at US$1.1 billion, the real cost pressure in travel is being amplified by e-commerce where card-not-present attempts drive 67% of fraud, making fraud prevention a critical part of cost analysis.
report visual · Comparison
Travel tech and distribution signals (2023→2024)
Across travel technology, travelers’ booking behavior, and online distribution mix, multiple adoption and usage indicators point to continued momentum heading into 2024.
63% of travel executives plan to increase investment in AI in 2024—Amadeus or Deloitte travel technology investment surv63%
24% of travelers used a metasearch engine to compare prices in 2024—Google travel intent study metric
24%
7.2% annual increase in online travel agency booking share of total travel bookings in 2024—Phocuswright reported growth
7.2%
source-verifiedphocuswright.com · amadeus.com · thinkwithgoogle.com2024
Reference
Cite This Report
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APA
Ryan Townsend. (2026, February 13). Travel Tourism Industry Statistics. Gitnux. https://gitnux.org/travel-tourism-industry-statistics
MLA
Ryan Townsend. "Travel Tourism Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/travel-tourism-industry-statistics.
Chicago
Ryan Townsend. 2026. "Travel Tourism Industry Statistics." Gitnux. https://gitnux.org/travel-tourism-industry-statistics.
Sources & references
34 datasets cited across this report · attribution is report-level
+8 additional datasets cited (not shown individually)