The use of artificial intelligence in providing holiday inspiration to UK holidaymakers has doubled in the past year, according to ABTA research.
The percentage of consumers using AI to encourage travel is up to 8%, up from 4% a year ago. This means that this technology is currently used by 1 in 12 people.
Abta said the findings, presented at the association's annual conference in Calvia, Mallorca, show that AI is “starting to play a bigger role in shaping travel decisions”.
However, the research revealed that internet searches (48%) and recommendations from friends and family (41%) remain the most common ways of choosing where to go, although “more traditional sources” such as holiday brochures are still used by a quarter of holiday makers (25%).
The association said it was “expecting that number.” [of people using AI] “To increase over the next few years,” 43% of people say they have some confidence in letting an AI tool plan a vacation, and 38% say they are confident in letting an AI tool book it for them.
Mark Tanzer, CEO of ABTA, said: “The increased use of AI as a source of holiday inspiration reflects how consumer behavior is changing, both in travel and other industries.
“For our sector, the challenge is to harness the potential that AI has to support our businesses, while continuing to celebrate and champion the value of the personal touch and expertise that comes with booking with travel agents and tour operators.”
The increased use of AI comes as ABTA identifies a “very different step change in consumer behavior”, with nearly one in five (19%) people taking a solo holiday over the past year.
This is the highest level of solo travel since ABTA started tracking this data as part of its holiday habits report in 2014, with 13% of people taking part in solo travel, overtaking last year's peak of 17%.
ABTA's holiday habits study was carried out by Nursery Research and Planning, which surveyed 2,000 UK adults between 21 July and 1 August.
