Expert agent guidance ‘remains essential’ alongside AI trip planning, Pata study finds

Technology and artificial intelligence are transforming trip planning, but expert agent guidance remains essential for complex or personalised itineraries.

The backing for agents alongside AI emerged as part of a series of insights from tourist board, DMC, tour operator, airline and hotelier members of Pacific Asia Travel Association (PATA) UK & Ireland.

Conscious travel is also becoming a priority, with travellers seeking eco-friendly options, community engagement and responsible tourism initiatives, according to the Pata 2026 travel trends study

Family and multi-generational travel is on the rise, with trips designed to engage all ages and create lasting memories.

Meanwhile, luxury travel is evolving “beyond opulence” to focus on exclusive experiences, personalised services and immersive local culture.

They are among nine trends identified by the association, including ‘hidden gems’ and secondary destinations gaining in popularity as travellers look to explore beyond traditional hotspots.

Visitors are discovering the benefits of off-peak travel, with fewer crowds, unique seasonal experiences and better value.

Multi-centre holidays are growing in popularity, allowing travellers to experience multiple destinations in a single, seamless journey, Pata found.

Distant destinations are more accessible than ever with more direct routes and improved connectivity.

Hotels and accommodation are elevating design, comfort and local authenticity to meet the demands of style-conscious travellers.

A spokesperson said: “Our latest Pata Patterns report points to a very positive outlook for travel to Pacific Asia this year, with clear trends around better access, new and upgraded places to stay, emerging destinations and a wider mix of experiences for different types of travellers. 

“The feedback from our members shows strong demand for travel that offers quality, choice and purpose. We are confident about the year ahead and excited to see how these trends will shape travel to Pacific Asia in 2026 and beyond.”