Travel agents ’14 times more popular than use of AI’, study finds

Travel agents remain the most popular holiday booking method amongst UK consumers, and are 14 times more popular than the use of AI, new research claims. 

 

A study of more than 2,000 people, commissioned by Brightsun Travel revealed that around one in two people booked their last holiday through an agent.

 

Only 3% turned to AI, despite its rise in popularity as a search assistance tool.

 

More than a third (39%) of digitally fluent Gen Z’ers also used agents and consultants for their travel needs in the year to July 2025, versus 6% using AI instead. 

 

Only 5% of Millennials used AI to help with their holiday research, despite almost one in four of the same demographic choosing to research and book their last holiday themselves.

 

While AI could help with recommendations for destinations, activities and booking platforms, or even provide users with a comprehensive packing list, Brightsun Travel suggested its data shows a “clear preference” for human expertise when it comes to booking a holiday.

 

Trust is yet to be earned by AI systems as a reliable source of information for UK travellers, according to the operator.

 

Almost half (43%) of people surveyed prioritise speed and ease of booking. 

 

Here, the full-spectrum service that travel agents provide - from flights and transfers to hotels and tours - offer a level of resource and end-to-end efficiency that generative AI cannot compete with, Brightsun Travel said. 

 

Chief executive Deepak Nangla added: ”Our findings are a testament to the enduring value of the travel agent. 

 

"AI is infiltrating many businesses and industries on a large scale. 

 

“While it is quickly becoming a powerful tool for research, automation, and even creative branding or campaign work, it can’t replicate the trust, human touch, and deep-seated expertise that a travel agent provides in understanding the emotions of the traveller.”