Data from this year’s AITO Travel Insights Report shows that AI has yet to capture the specialist travel market.
Only one in 10 travellers report turning to the much-discussed tech for planning, with an overwhelming majority preferring the reassurance and personalised service provided by a professional organiser, such as a travel agent. Only 40% of travellers reported having used AI for holiday planning.
The survey draws on 8,300 responses from the databases of AITO (The Specialist Travel Association), including operators, agents and tourist board partners.
“Knowledge” and “expertise” were cited by 100% of respondents as the motivation for opting for a specialist operator. Additionally, 98% identified “support when plans go wrong” as a top priority. Customer satisfaction within the sector has reached an all-time high of 94%.
Stable demand
Some 85% of respondents still see holidays as a vital part of their lifestyle, with around 80% open to paying more to guarantee a high-quality experience. The majority of respondents continue to spend above £2,500pp, with the £2,500–£5,000 band remaining the largest share of bookings.
Age wise, the over-50s market remains dominant: 93% of AITO travellers fell into this age bracket. Within this, the largest groups were those in their sixties (36%) and seventies (34%).
Other trends showed travellers were increasingly interested in cooler climates, rail travel, city breaks and sustainability.
Sustainability and new preferences
Regarding ethics, it appears that travellers are increasingly mindful, with 80% viewing travel as a force for good and prioritising companies with sustainability credentials. Booking habits do not always reflect these goals, but the intent remains significant.
Preferences, too, are shifting. Around 35% of travellers are now choosing city breaks and 30% are drawn to cultural immersion and wildlife encounters. Travellers are increasingly looking for personal growth, as seen in the 27% of respondents planning walking or trekking expeditions.
Climate wise, heat is putting people off with some 21% intentionally opting to explore the cooler temperatures found in Norway, Finland and Iceland.
Mode of transport has also been evolving, as a recent rail renaissance has left over 33% of respondents reporting that train journeys are now appealing in themselves.
Destination outlook
The long-haul market remains robust and travellers are increasingly seeking “local immersion”. North and Central America remains a popular region for travellers, with South East and East Asia cited as 2026’s leading destinations. Africa is rising in popularity and the Indian Subcontinent retains strong interest.
South America is close behind, while Australia and New Zealand remain broadly stable within the mid-range of destinations. The Polar regions have become more popular but traveller numbers are still low by comparison with mainstream destinations.
“The findings of our Travel Insights 2026 report underscore the remarkable resilience of the specialist travel sector, even as we see a gradual shift toward financial caution in the broader economy,” said Martyn Sumners, Executive Director at AITO. “What is perhaps most striking is the universal demand for human expertise.
“Whether they are seeking deep cultural immersion in Asia or slow-travel rail adventures across Europe, our travellers are choosing the security and nuance of a specialist professional over AI-generated alternatives. For 2026, the value of a holiday is being measured by the depth of the experience and the peace of mind that comes from booking with a trusted expert.”
In other news, AITO’s Business Confidence Tracker found that 81% of travel operators cite global political and economic instability as a major concern, a figure predating the most recent and highly disruptive conflict in the Middle East.
