Brits Embrace AI for Travel Planning but Still Rely on Traditional Advice

Despite the rise of AI and digital influencers, UK travelers still prefer holiday advice from friends and family, according to Amadeus research

A recent study by Amadeus reveals that while emerging technologies, such as Generative Artificial Intelligence (Gen AI) and travel influencers, are gaining traction among UK travelers, traditional sources of travel advice—such as recommendations from friends and family—remain dominant. The study, “Connected Journeys: How Technology Will Transform Travel in the Next Decade,” highlights the evolving landscape of travel planning and the role of technology in shaping travel decisions.

Emerging Technologies in Travel Planning

The Amadeus study reveals a notable rise in the utilization of Gen AI and travel influencers for travel inspiration. In the UK, 60% more travelers turned to Gen AI for trip planning compared to the previous year, while 33% more sought advice from travel influencers. Social media also played a growing role, with a 27% increase in travelers using these platforms for travel ideas. This trend is mirrored in international markets, with China, Singapore, Spain, India, and the United States also showing substantial increases in the use of Gen AI for travel planning.

Traditional Sources Still Preferred

Despite the rise of digital tools, the study found that UK travelers still heavily rely on traditional sources for travel inspiration. Recommendations from friends and family were the top choice, with 36% more travelers seeking advice from these sources compared to others. Online travel agencies also remain popular, with a 34% increase in their use. This preference for personal recommendations is also reflected in other European countries, such as France and Spain.

AI’s Role and Limitations

While AI is increasingly used for discovering new destinations and hidden gems, UK travelers have expressed mixed feelings about its effectiveness. Although 39% of respondents appreciated AI for uncovering unique travel options, a quarter experienced inaccurate information, and 33% felt the need to verify the accuracy of AI-generated content. Additionally, some travelers found AI tools overwhelming due to the abundance of options and their inability to fully understand user preferences.

Traveler Expectations and Technology Integration

Amadeus emphasizes the need for collaboration across the travel industry to meet traveler expectations for a seamless experience. Decius Valmorbida, President of Travel at Amadeus, highlights the importance of integrating new technologies with existing systems to enhance personalization and reliability. Francisco (Paco) Pérez-Lozao Rüter, President of Hospitality at Amadeus, acknowledges the potential of AI but stresses the need for improvements in accuracy and integration.

Airport Experience and Disruption Management

The study also examines travelers’ willingness to utilize technology at airports to streamline processes. A significant portion of UK travelers expressed willingness to use biometrics for identity verification and digital wallets for storing travel documents. Additionally, the study underscores the importance of effective disruption management, with 81% of respondents indicating a preference for providers who handle disruptions efficiently.

Conclusion

Amadeus’ research highlights the growing role of technology in travel planning while underscoring the continued importance of traditional advice from friends and family. As the travel industry evolves, balancing technological advancements with personal interaction remains crucial to meeting traveler expectations and enhancing the overall travel experience.

Read Connected Journeys: How Technology Will Transform Travel in the Next Decade.