AI adoption in travel doubles as holidaymakers embrace digital planning

TL;DR:

  • AI usage for holiday inspiration has doubled from 4% to 8% in 12 months
  • 43% of UK travellers would trust AI to plan holidays, 38% to book them
  • Traditional methods like internet searches (48%) and personal recommendations (41%) still dominate

UK holidaymakers have doubled their use of artificial intelligence for travel inspiration over the past year, according to new research from Abta, the travel association. One in 12 people now use AI tools to plan trips, marking a significant shift in consumer behaviour within the travel industry.

Context and Background

Abta’s latest Holiday Habits report, surveying 2,001 UK adults, reveals that 8% of travellers now turn to AI for holiday inspiration, up from 4% the previous year. Younger demographics are driving this trend, with 18% of 25-34 year-olds and 13% of 18-24 year-olds actively using AI tools, compared to just 3% of 55-64 year-olds.

Despite this growth, traditional research methods retain dominance. Internet searches remain the primary inspiration source at 48%, whilst recommendations from friends and family account for 41%. Even physical holiday brochures still attract 25% of travellers, demonstrating that established channels continue to serve important functions in holiday planning.

Looking Forward

Mark Tanzer, Abta’s chief executive, noted that the challenge for the travel sector is to “harness the potential which AI has to support our businesses, while continuing to celebrate and champion the value of the personal touch.” Industry leaders including Steve Heapy predict AI will become increasingly integral to pre-booking customer behaviour, requiring travel professionals to demonstrate superior product knowledge to justify their margins.

The research also reveals significant consumer trust in AI capabilities, with 43% expressing confidence in AI-planned holidays and 38% willing to let AI tools handle bookings. However, Neil Swanson of Tui emphasised that many travellers still value human interaction before booking, particularly those seeking trust and reassurance when making significant travel decisions.

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