AI travel tools reshape how UK holidaymakers plan trips
Artificial intelligence is moving into the mainstream of UK trip planning, according to new research from MMGY Travel Intelligence. The 2026 Portrait of European Travellers study reports that just over half of UK travellers now rely on AI tools when organising holidays, up sharply from the previous year. This growth is the fastest recorded among the major European markets reviewed in the report.
The research highlights that UK users turn to AI chiefly for early-stage inspiration, using platforms such as ChatGPT to explore destinations and itineraries. Social media remains a powerful influence alongside AI travel tools, with many respondents saying platforms shape their choices and help them track potential destinations. YouTube and Instagram stand out as especially important channels for inspiration, underlining how digital content and conversational AI are increasingly intertwined in the way UK travellers design their next break.
Key findings on UK trip planning behaviour
- More than half of UK travellers use artificial intelligence for holidays.
- AI use among UK travellers rose 12 percentage points year over year.
- ChatGPT is the most commonly used AI platform for travel planning.
- Almost half of UK travellers rely on social media for holiday ideas.
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Photos Source: AI
