The rise and rise of AI is changing holiday booking habits but many people still value the expertise and reassurance of using travel agents and tour operators, ABTA’s Holiday Habits 2026-27 Report concluded.
AI tools are being used as a “source of inspiration” by 14% of travellers, up from 8% in 2025 and 4% the year before, with those aged 25-34 years old leading the use of AI, with twice as many as the average using it for inspiration at 29%, up 11 percentage points in a year,
However, the research reveals recommendations from family and friends (42%), general internet searching – without AI assistants (37%), and travel websites and guidebooks (35%) maintained their positions as the most popular sources for holiday inspiration in the past 12 months.
Getting inspiration from travel agents and tour operators is in line with the last year at 21%, and the use of holiday and destination brochures is only marginally down compared with last year at 23%.
The survey concluded that people may be using AI as part of the holiday decision process, but for different things, and many people still value the expertise and reassurance of using travel agents and tour operators.
This is highlighted by an increase to 38% (from 34%), of people booking their overseas holidays though a travel professional in the past 12 months, with the reasons being ease of booking (60%), saving time (45%) and value for money (44%).
“AI is an increasingly popular source for holiday inspiration but hasn’t replaced more established ways of researching holidays. It’s encouraging to see that trusted travel agents and tour operators retain their levels of popularity, despite the march of AI,” said Mark Tanzer, Chief Executive of ABTA – The Travel Association.
“Travel is, by its nature, a highly personal business. What our members do particularly well is offer real expertise, build relationships with customers, and get to know their individual preferences.
“It’s hard for AI to replicate that and so, while it provides exciting new ways for people to get ideas for their next trip, it’s not about to replace that all-important human touch,” he added.
“In fact, I think AI is giving travel agents an opportunity to differentiate; to make the difference. We know the benefits (of AI) but the type of soft skills and inter-personal guidance agents offer will always be in demand.
“I liken this a little to how you want and expect your drinks to be poured in a pub. Which have long had the capacity to pour automated drinks, potentially doing away without employees entirely. But that’s just not how we want our drinks poured and served to us,” he said.
