A growing number of young Britons are using artificial intelligence for holiday planning, marking a major shift in the UK’s travel habits, according to new research from the Association of British Travel Agents (ABTA).
The report found that almost one in five adults aged 25 to 34 now use AI tools such as ChatGPT to design or inspire their holidays abroad. While traditional package holidays remain the most popular option overall, younger travellers are driving a surge in digital, AI-assisted trip planning.
Generational Divide in Travel Planning
ABTA’s findings revealed a sharp contrast between generations. Fewer than 3% of over-55s said they used AI to plan holidays, compared with 18% of 25- to 34-year-olds. Meanwhile, 25% of Britons overall still rely on traditional brochures for inspiration.
The travel body said it expects the role of AI to grow rapidly, with nearly 40% of respondents expressing confidence in letting an AI assistant handle travel bookings in the future.
Travel Confidence Rebounds Post-Pandemic
ABTA’s annual convention in Magaluf, Spain, also showed that travel confidence among Britons has almost returned to pre-pandemic levels. Around 87% of people took a holiday in 2024, either at home or abroad, with many ranking vacations as their top discretionary expense — ahead of entertainment, gadgets, or leisure.
ABTA chief executive Mark Tanzer said the rise of AI reflected consumer behaviour across industries. “The challenge for our sector,” he added, “is to harness the potential of AI while maintaining the personal expertise and trust that come with booking through a travel agent.”
Younger Travellers Prioritise Mental Health and Sustainability
The survey also revealed that 25- to 34-year-olds are the most likely to view holidays as vital for mental health, with 90% describing travel as essential to wellbeing — compared to an 80% average.
They are also twice as likely to choose travel companies or hotels based on their environmental commitments. However, Jet2’s CEO Steve Heapy questioned how far that commitment goes when cost becomes a factor, noting that “everyone wants to be greener — but if it costs more, they think twice.”
Spanish Tourism Policy Sparks Debate
Heapy also criticised Spain’s new €30 million campaign promoting longer, slower, and more expensive trips aimed at attracting wealthier visitors. He called the move “disgraceful,” arguing that it effectively excludes ordinary holidaymakers.
He added that the real issue behind overtourism lies in “unlicensed tourism,” urging governments to crack down on unregistered Airbnb properties lacking safety certificates or tax compliance.
