AI Holiday Planning Gains Traction as Tourists Turn to Chatbots for Travel

TL;DR: A recent ABTA report reveals that 8% of UK tourists now use AI tools for holiday planning, with adoption highest among 25-34 year olds (18%). Whilst users report discovering hidden gems through chatbot recommendations, accuracy concerns persist with some receiving outdated or incorrect travel information.

The travel industry has witnessed a notable shift towards AI-powered holiday planning, with an increasing number of tourists turning to chatbots like ChatGPT for destination recommendations and itinerary building, according to recent ABTA research published this week.

This adoption reflects broader changes in how people seek information. Rather than juggling multiple browser tabs comparing hotel reviews and transport options, users increasingly pose natural language questions: “Suggest family-friendly Italian coastal towns avoiding cruise ship crowds” or “Create a four-day Barcelona itinerary for food enthusiasts.” The conversational approach appeals particularly to those overwhelmed by traditional travel planning complexity.

Adoption Patterns and User Experiences

Early adopters have reported mixed but promising results. Kent resident Alan Smith used ChatGPT to discover Castro Urdiales, a fishing town in northern Spain he describes as “the highlight of the holiday”. The AI suggested this destination based on his stated preferences, introducing him to a location he would not have found through conventional search. The 62-year-old represents a minority within his age group, as only 3% of tourists over 60 currently use AI for travel planning.

However, reliability remains a significant concern. Hannah Read from north Wales discovered this when ChatGPT incorrectly suggested a non-existent ferry route from Newcastle to Bergen—a service that ceased operating in 2008. David Harris experienced better success using the technology to optimise a four-day New York itinerary, grouping attractions by location to maximise walking efficiency.

Industry Perspective and User Guidance

Travel planning experts emphasise the importance of verification. Alistair Berry, moderator of the UK Travel subreddit, notes that AI chatbots often provide overly optimistic recommendations, particularly regarding travel distances and time management. “ChatGPT has convinced them they can see London, Edinburgh and the Cotswolds in just four days,” Berry explains, highlighting the gap between AI suggestions and practical reality.

The verification challenge reflects a fundamental characteristic of current AI systems: they generate plausible-sounding responses without understanding feasibility. An itinerary might look comprehensive whilst being physically impossible to execute. Users must cross-check recommendations against official sources, recent traveller reviews, and actual travel times.

The technology shows clear potential for destination discovery and itinerary optimisation, though users should treat recommendations as starting points requiring independent verification rather than definitive travel advice. As with workplace AI adoption, the value emerges from combining AI efficiency with human judgement—using technology to accelerate research whilst applying experience to validate suggestions.

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