AI driving inspiration, says ABTA

The use of artificial intelligence in providing holiday inspiration for British holidaymakers has doubled in the past year, to 8% from 4%, according to Abta.

The group reported that internet searches (48%) and recommendations from friends and family (41%) remained the most common ways to choose where to go, while “more traditional sources” such as holiday brochures were still used by a quarter of holidaymakers (25%).

Mark Tanzer, Abta CEO, said: “The increasing use of AI as a source of holiday inspiration reflects how consumer behaviour is changing – both in travel and other industries.

“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 or tour operator.”

The increased use of AI comes as Abta identified a “very different and more gradual change in consumer behaviour” that more people have been on a solo holiday over the past year than ever, with nearly one in five people (19%) taking a holiday on their own.

This was the highest level of solo travel recorded since Abta started tracking this data in 2014 as part of its Holiday Habits reporting, when 13% of people took a solo trip, and overtook last year’s peak of 17%.