The proportion of people using artificial intelligence to inspire holiday trips has doubled in the past 12 months to 8%, with younger generations driving adoption significantly faster than older age groups.
Research from ABTA’s Holiday Habits 2025-26 report found that 18% of 25-34 year olds now use AI for holiday inspiration, alongside 13% of 18-24 year olds. This compares with just 3% of 55-64 year olds using the technology for travel planning.
The data shows AI beginning to play a bigger role in shaping travel decisions, though internet searches at 48% and recommendations from friends and family at 41% remain the most common methods for choosing destinations. Traditional holiday brochures continue to be used by a quarter of holidaymakers.
ABTA research also found that 43% of people say they would be confident to some degree letting an AI tool plan their holiday, whilst 38% would be confident allowing it to make bookings on their behalf.
The study identified nearly one in five people taking solo holidays in the past year, the highest level recorded since ABTA began tracking this measure in 2014. Among 25-34 year olds, 23% travelled alone, along with 20% of both 18-24 and 35-44 year olds.
“The increasing use of AI as a source of holiday inspiration reflects how consumer behaviour is changing – both in travel and other industries,” said Mark Tanzer, ABTA Chief Executive. “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.”
ABTA suggests solo travel reflects people’s determination to take trips without compromising or waiting to align with others’ plans. Technology makes it easier to stay in touch with friends and family whilst abroad, meaning solo travellers likely feel less isolated than previously.
Among those who took solo holidays in the past year, more than three quarters visited Europe, with France the most popular country at 44%. City breaks proved the top choice, with over half opting for short breaks in European cities.
The research surveyed 2,001 UK adults between 21st July and 1st August 2025, examining holiday habits from the preceding 12 months and travel plans for the year ahead.
