One in 10 of people in their teens and 20s are now using AI to research holidays, according to the latest ABTA research.
Its Travel Trends report found that while only 4% of customers overall use AI to find holiday information, that rises to 7% for Millennials and 10% for Gen Z. However, 27% of people still likely to browse holiday brochures, including 27% of Gen Zers.
When it comes to utilising AI in the industry, bosses speaking at ABTA’s Travel Trends Conference this week said it should be used for back office elements.
Andy Headington, CEO of digital marketing firm Adido told delegates: “When it comes to AI, I think our jobs are safe for a while yet. At this point AI should be used for boring, tedious things that happen in our companies that a machine could be doing for us.
“Are there documents scattered around that need processing? Emails not well coordinated? That’s where you should be focusing, rather than through installing a chatbot for your site.”
Hurtigruten Vice President for Sales and Marketing Iain Powell said: “I see AI as a tool to service the customer, but for us, most people are calling or going into a travel agent. They are going to want to talk to somebody and we want those conversations to happen.”
Another trend highlighted by ABTA for 2025 is that 34% of people are planning to visit long-haul locations – up from 28% last year. Asia is seeing the biggest year-on-year rise in interest with 11% of people planning to take a trip over the coming year – up from 9% last year. Japan, Thailand, India, China are proving popular options for 2025, it found.
South Africa and Kenya are among the most popular spots for those planning to head to Africa.
Kuoni’s Director of Communications Rachel O’Reilly echoed the results of the survey. “Longhaul really is looking up. We are seeing the demand for the Maldives, but the Maldives plus another destination such as Thailand or Sri Lanka. There is big demand for India and the Far East too.”
ABTA also highlighted a trend towards luxury holidays, with 35% of people who went on a holiday abroad in the past 12 months staying in five-star accommodation, up from 30% the year before.
Almost half of Gen Z respondents (47%) said they stayed in luxury accommodation in the pastyear and 22% of them are planning to spend more on their holidays next year, compared to 14% of Millennials, 11% of Baby Boomers and 8% of Gen X.
