The number of British holidaymakers turning to artificial intelligence for holiday inspiration has doubled in the past year, according to the travel association, ABTA.
This comes as more people are using AI chatbots as an alternative to traditional search engines like Google.
According to the research by ABTA, the proportion of people using AI to inspire their trips is up by four per cent to the previous year and the technology is now being used in this way by one in 12 people.
ABTA said the findings highlight how AI is ‘beginning to play a bigger role in shaping decisions about travel’.
However, its research revealed internet searches and recommendations from friends and family remain the most common ways to choose where to go.
They also found that ‘more traditional sources’, such as holiday brochures, are still used by a quarter of holidaymakers.
The association said it ‘expects the number of people using AI to increase over the coming years’, as 43 per cent of people said they would be confident to some degree letting an AI tool plan their holiday, and 38 per cent said they would be confident letting it book for them.
Mark Tanzer, ABTA chief executive, said: ‘The increasing use of AI as a source of holiday inspiration reflects how consumer behaviour is changing – both in travel and other industries.
The number of British holidaymakers turning to artificial intelligence for holiday inspiration has doubled in the past year, according to the travel association,ABTA
‘For our sector, the challenge is to harness the potential which AI has to support our businesses, while continuing to celebrate and champion the value of the personal touch and expertise which comes with booking with a travel agent or tour operator.’
The increased use of AI comes as ABTA identifies a ‘very different and more gradual change in consumer behaviour’ that more people have been on a solo holiday over the past year than ever, with nearly one in five people taking a holiday on their own.
This is the highest level of solo travel recorded since ABTA started tracking this data in 2014 as part of its Holiday Habits reporting, when 13 per cent of people took a solo trip, and overtakes last year’s peak of 17 per cent.
ABTA’s Holiday Habits research was conducted by The Nursery Research and Planning, which surveyed 2,000 UK adults between July 21 and August 1.
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Travellers admit to using AI to get holiday inspiration
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