AI use for holiday inspiration doubles in past year, according to Abta research

The use of artificial intelligence in providing holiday inspiration for British holidaymakers has doubled in the past year, according to Abta research.

 

The proportion of consumers using AI to inspire their trips is up to 8% from 4% the previous year, meaning the technology is now being used in this way by one in 12 people.

 

Abta said the findings, unveiled at the association’s annual conference in Calvia, Majorca, highlight AI is “beginning to play a bigger role in shaping decisions about travel”.

 

However, its research revealed internet searches (48%) and recommendations from friends and family (41%) remain the most common ways to choose where to go, while “more traditional sources” such as holiday brochures are still used by a quarter of holidaymakers (25%).

 

The association said it “expects the number [of people using AI] to increase over the coming years”, as 43% of people said they would be confident to some degree letting an AI tool plan their holiday, and 38% 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.

 

“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 (19%) 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% of people took a solo trip, and overtakes last year’s peak of 17%.

 

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.