AI use in holiday planning continues to rise

The number of Brits tapping artificial intelligence for travel planning has seen another significant rise, while holidays booked with a travel professional has dipped slightly.

ABTA’s Holiday Habits Report 2025-2026 reveals that 34% of holidaymakers booked a trip with a travel professional, which is down more than 10% on last year.

Nearly 20% of young adults have used AI tools for holiday inspiration, although there are wide generational disparities, with under 3% of over-55s using AI.

ABTA revealed the findings during its convention in Spain.

About 87% took a holiday last year, despite the uncertain economy.

“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,” said ABTA chief Mark Tanzer.

The increased use of AI is indicative of modern times across virtually all sectors and not just travel, he says.

A recent survey found the use of AI for trip planning has doubled since just last year.

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