AI is catching up with social media when it comes to searching for inspiration when booking holidays, according to ABTA’s Holiday Habit’s 2026-2027 Report
The proportion of travellers using AI tools to fuel their wanderlust has risen to 14%, up from the recorded 8% last year. Those aged 24-35 are leading the AI charge, with twice as many travellers in this demographic using it for inspiration at 29%.
When combining those who use AI tools with those who rely on AI assistants while generally browsing, the data shows it is on par with social media platforms as a source of holiday inspiration. ABTA has found that AI is now more popular than set-jetting for inspiration (13%), as well as magazines and newspapers (11%).
While AI is increasing in popularity, traditional methods still wear the crown. Recommendations from family and friends remain at the top, with 42% of people finding inspiration this way. General internet searching (37%) and travel websites and guidebooks (35%) followed as the most popular methods.
Travellers using agents for inspiration remain steady with last year’s figures at 21%.
Mark Tanzer, Chief Executive of ABTA, said, “AI is an increasingly popular source of holiday inspiration, but hasn’t replaced more established ways of researching holidays. It’s encouraging to see that trusted travel agents and tour operators retain their level of popularity, despite the march of AI.
“Travel is, by its nature, a highly personal business. What our members do particularly well is offer real expertise, build relationships with customers, and get to know their individual preferences. It’s hard for AI to replicate that and so, while it provides exciting new ways for for people to get ideas for their next trip, it’s not about to replace that all-important human touch.”
