UK travellers are fundamentally changing the way they plan their trips, increasingly turning to AI tools and influencers, according to a new global study by Amadeus, a provider of technology solutions for tourism.
The research, titled Connected Journeys: How Technology Will Transform Travel in the Next Decade, reveals that 60% more UK travellers sought inspiration from Generative AI for their holidays abroad, compared to 2024.
At the same time, 33% more turned to travel influencers, while advertising and social media posts saw a 27% increase as a source of ideas for destinations, flights and hotels.
The rise of AI is not limited to the UK. In China, the use of tools like ChatGPT for travel inspiration increased by 146%, while notable increases were also recorded in Singapore (82%), Spain (64%), India (53%) and the US (30%).
Human touch remains important
Despite the rapid rise of technology, Britons still trust recommendations from friends and family the most, at 36% — the highest of any other source of inspiration. Meanwhile, 34% turned to online travel agents, showing that traditional methods still have a strong presence.
Similar trends were recorded in other European countries, such as France (34%) and Spain (33%), where personal recommendations remain the most trusted source of travel ideas.
AI: ‘Uncovering hidden treasures’, but with uncertainty
British travellers are split on their experience of using AI for travel planning.
- 39% said the technology had helped them discover destinations they wouldn’t have thought of.
- 27% said they had found ‘hidden gems’ in hotels and activities.
- 38% said they felt more confident in their choices.
However, 25% complained about inaccuracies, while 33% felt the need to verify information. In addition, 18% struggled to get the tool to understand their preferences and 17% felt overwhelmed by options.
“The industry still has a long way to go to fully embrace AI,” commented Francisco (Paco) P?rez-Lozao R?ter, President of Hospitality at Amadeus.
“We need models specifically trained for tourism, with reliable data and better integration into the existing ecosystem.”
Technology and airports: towards a more connected experience
At airports, travelers say they are ready to embrace new technologies for greater convenience:
70% would use biometric systems to avoid repeated identity checks.
64% would like their luggage to be picked up from home and delivered to the destination.
Many are interested in digital wallets that will securely store travel documents.
At the same time, 37% of respondents would pay for an AI “travel assistant” that will provide information during the trip, with an average willingness to pay equal to 2.4% of the cost of the trip.
When things go wrong: managing disruptions builds trust
Research shows that managing disruptions and delays is now a critical loyalty factor:
80% of travelers believe that the quality of a provider is reflected in how they handle disruptions.
81% say they would travel again with a company that effectively manages delays.
Despite the advancements in apps, 37% of Britons still prefer to speak to a human when problems arise, showing that even in the age of AI, human contact remains irreplaceable.
