Overview

• Abta’s UK poll of 2,001 adults reports 8% now use AI for holiday inspiration, up from 4% a year ago.
• Adoption is sharply age-skewed, with 18% of 25–34 year-olds using AI tools compared with about 1% of those 65 and over.
• Confidence levels show 43% would use AI to plan trips, dropping to 38% for allowing an automated booking.
• Industry leaders at Abta’s convention said AI will increasingly shape what customers do before they book, even as many still want to speak to an agent.
• The survey also notes travel demand holding near pre‑pandemic norms, with about 87% taking a holiday at home or abroad last year.