UK travellers are increasingly turning to Generative AI, social media, and digital influencers to plan their trips, joining countries like China, the US, India, and Spain in shaping global travel trends. According to a new Amadeus study, the adoption of AI tools has surged by 60% this year, helping holidaymakers discover unique destinations, hidden-gem hotels, and personalised experiences. Social media posts, adverts, and influencer recommendations are also playing a growing role, offering inspiration and shaping travel choices in ways traditional sources like family advice and online travel agencies once dominated. This shift reflects a broader global trend where technology and digital channels are redefining how travellers research, decide, and book their journeys.
UK travellers are rapidly embracing new technologies and digital sources to guide their travel planning, according to a groundbreaking study by transformative travel provider Amadeus. The research, titled Connected Journeys: How Technology Will Transform Travel in the Next Decade, reveals that tools such as Generative Artificial Intelligence (Gen AI) and social media influencers are increasingly influencing where and how people choose to travel.
The study surveyed 2,000 UK leisure travellers and highlighted a marked shift in behaviour compared with 2024. In particular, 60% more travellers reported using Gen AI to find inspiration for overseas trips, while 33% more sought advice from travel influencers. Social media advertising and posts also saw increased impact, with 27% more travellers turning to these platforms for ideas about flights, hotels, and itineraries.
The UK trend mirrors a global shift in travel planning. China, for instance, recorded a 146% increase in travellers using AI tools like ChatGPT, jumping from 13% in 2024 to 32% this year. Similar growth patterns were observed in Singapore (82%), Spain (64%), India (53%), and the United States (30%). In France, social media adverts surged 30% year-on-year, emphasizing the importance of both AI tools and social platforms in guiding travel decisions.
Despite the surge in digital sources, traditional influences still hold significant weight. Recommendations from family and friends remain the leading source of inspiration for 36% of UK travellers, followed closely by online travel agencies (34%). TV programmes and YouTube videos continue to guide a smaller, yet notable, share of holidaymakers, highlighting the blend of emerging and conventional channels in travel decision-making.
AI Tools Deliver New Discoveries but Accuracy Remains a Concern
While AI is proving increasingly popular, UK travellers report mixed experiences with these tools. Many users highlighted Gen AI’s ability to uncover destinations and hidden gems—such as boutique hotels, unique activities, and off-the-beaten-path restaurants—that they might otherwise overlook. Around 39% of respondents said AI introduced them to new locations, and 27% found it helpful in discovering hidden travel experiences. Moreover, 38% indicated AI gave them more confidence in their travel choices, and 37% acknowledged the time-saving benefits.
However, concerns about accuracy remain. One-quarter of respondents encountered incorrect information, 33% felt the need to cross-check AI recommendations, 18% experienced difficulty in communicating preferences, and 17% found the volume of options overwhelming. Despite these challenges, interest in AI-powered travel assistance remains strong, with 37% of UK travellers willing to pay a one-off fee for an AI travel assistant to provide guidance during trips. Younger travellers aged 18–34 were particularly receptive, with 59% open to paying for this service.
Connected Airport Experiences Gain Popularity
UK travellers also indicated a growing willingness to adopt technology at airports to improve convenience and reduce stress. Top concerns at airports included long queues for check-in (35%), losing travel documents (33%), and misplaced luggage (32%). To address these issues, 70% of respondents said they would consider using biometrics for identity verification and check-in procedures.
In addition, 64% expressed interest in home-to-destination luggage delivery services, while a notable segment showed a preference for digital wallets to securely store travel documents such as passports and boarding passes. These trends suggest that travellers value efficiency and safety when navigating airport processes, reflecting a demand for more seamless, technology-driven experiences.
Effective Disruption Management Key to Loyalty
The Amadeus study further revealed that travellers place a higher premium on how disruptions are managed than on the disruptions themselves. Over 80% of UK respondents agreed that the quality of a travel provider is most evident in how it handles unexpected issues.
Providers offering transparent, technology-enabled disruption management enjoy a significant advantage, with 81% of travellers stating they are more likely to rebook with companies that manage problems efficiently. Nevertheless, a substantial portion of travellers still seek human interaction during disruptions, highlighting the need for flexible solutions that balance automated tools with personal support.
Conclusion
The study paints a clear picture of a travel industry in transformation. UK travellers are increasingly adopting Gen AI, social media, and influencer recommendations to plan their trips, yet traditional sources like family advice and established online agencies continue to play a crucial role. While technology is enhancing convenience, discovery, and confidence in trip planning, accuracy, clarity, and personal touch remain important considerations.
From airport innovations to AI-powered assistants, the next decade of travel in the UK will be shaped by a connected approach where technology complements human interaction, helping travellers explore the world with greater ease, insight, and reassurance.
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