Almost one in five young adults in the UK are using artificial intelligence to design their holidays, according to a study by the travel industry body Abta. The research, presented at its annual convention in Magaluf, Mallorca, found that 18% of 25- to 34-year-olds use AI tools such as ChatGPT for trip inspiration, though the traditional package holiday remains the most common eventual purchase.
The generational divide is stark: fewer than 3% of over-55s cite AI as a source of holiday ideas, while 25% of Britons overall still rely on traditional brochures. Abta expects AI usage to increase sharply, with almost two in five respondents saying they would trust an AI assistant to book their travel. Twice as many people use AI for holiday planning compared to a year ago, with 8% of all adults now using it for inspiration, up from 4% in 2024.
The study also found that 87% of Britons took a holiday last year, nearly returning to pre-pandemic levels, with foreign travel confidence rising. Holidays remain the most important discretionary spend for many, even in tough economic times. Abta chief executive Mark Tanzer said the challenge is to harness AI's potential while preserving the personal touch of travel agents.
Younger holidaymakers are more environmentally conscious, with 20% of 25- to 34-year-olds choosing destinations based on environmental commitments, double the average. However, Jet2 chief executive Steve Heapy expressed scepticism, noting that while people want to be greener, cost often overrides intent. He also criticised Spanish tourism authorities for seeking to attract wealthier visitors, calling it 'disgraceful' to make wealth a prerequisite for travel.
Heapy blamed overtourism issues on unlicensed properties, urging governments to enforce licensing and tax regulations. He argued that clamping down on unregistered Airbnb owners would solve overcrowding problems without affecting legitimate operators.
