UK holidaymakers are rapidly embracing Artificial Intelligence (AI) for travel, with a 61% increase in usage of AI-powered platforms compared to last year, according to new market research.
This surge has been identified by travel subscription company and a pioneer in AI-powered travel solutions, eDreams ODIGEO and it points to a profound shift in consumer behaviour and expectations towards hyper-personalised experiences.
The study canvassed 9,000 global consumers aged over the age of 18, including 2,000 respondents from the UK, and coincides with the UK government’s recent announcement of significant investments in AI skills development.
This timely context highlights the nation’s broader drive to embed AI across sectors, providing further validation for the rapid rise in AI adoption among everyday consumers.
The data indicates that younger generations (between 18-34) are leading the rapid adoption of AI in travel. This leadership is underscored by a 183% growth in AI usage for travel within this younger demographic in just one year, significantly outpacing the overall UK growth rate.
While younger generations lead the trend, this rapid adoption is also extending across all age groups. The research reveals significant emerging interest among older demographics, with 48% of UK consumers aged over 55 reporting they have used AI for travel for the first time over the past 12 months.
This widespread embrace by consumers of all ages underscores AI’s swiftly growing role as an indispensable tool for travellers.
The research also reveals a significant consumer appetite for smart personalisation, where AI-powered platforms anticipate travel needs by making billions of daily predictions, effectively understanding each user’s preferred choices.
This reduction in effort and time investment for consumers is driving a significant demand for AI-powered booking processes.
In fact, UK consumers reported their biggest frustrations with traditional or less-advanced booking methods as a lack of personalisation (44% overall; 52% of 25 to 34-year-olds), such as repeatedly entering preferences. This was closely followed by wasting time filtering irrelevant travel options (37% overall; 43% of 25–34-year-olds) and receiving generic suggestions that don’t match their needs (32% overall; 37% of 25- to 34-year-olds).
These reported consumer frustrations have created a clear mandate for the travel industry. Companies that have made significant investments in developing their own proprietary AI technology are proving best equipped to respond effectively, fundamentally transforming the consumer experience by leveraging deep data insights. For example, platforms such as eDreams and Opodo exemplify this capability.
Their sophisticated AI systems are engineered to process over 100 million daily searches to generate 6 billion predictions per day.
Commenting on the new data, Dana Dunne, CEO of eDreams ODIGEO, said: “This new research confirms the market has shifted: AI-powered travel is the new norm, and we are at the forefront of this transformation.
“We are proud to be leading this new era in travel by delivering precisely what the modern traveller demands.”
