Insights
How Gen AI Tools Are Redefining UK Holiday Planning
UK holiday planning is being redefined by conversational AI tools like ChatGPT.
Consumers have begun swapping traditional searches for personalized, AI-powered recommendations. They prefer apps to websites, and meaningful experiences to standard travel packages.
Taking data from our latest Travel report, we’ll go into how tools like ChatGPT are:
- Reshaping travel choices
- Boosting niche brands
- Creating a new breed of intentional, purposeful travelers
This was reiterated by Booking.com CEO Glenn Vogel, who spoke about how Gen AI is transforming the sector in areas like customer service.
“The great thing is, generative AI will never come to the office tired. It will never be upset, because they had a fight that morning with their partner when they left home. And they won’t get upset that you’re upset. That will make it so much better going forward. That’s going to be more for the simpler problems.”
Booking.com CEO Glenn Vogel
The way UK travelers decide on holidays is changing, and AI is leading the charge. Read on for why, or download the full report here.
The rise of conversational AI in travel planning
Travelers in the UK increasingly rely on conversational AI, such as ChatGPT, to plan their holidays. In just one year, referrals from ChatGPT to travel sites jumped from 120,000 to an impressive 3.8 million visits.
Kayak and Skyscanner lead this surge, capturing nearly 6% each of all ChatGPT referrals.
Travelers trust these tools for instant, personalized advice, simplifying choices, and cutting through online noise. Instead of searching dozens of websites, they’re turning to AI for tailored suggestions.
This shift highlights a new travel habit: UK travelers now value relevance and speed above endless options.
Travel brands leading the AI conversation
Travel brands are also bringing AI into their user experiences.
Tui has integrated ChatGPT into its UK app, while Expedia is experimenting with AI-powered itinerary tools that convert Instagram Reels into travel recommendations.
Certain brands dominate the conversation when AI gives travel advice. Airbnb tops the list, mentioned in 15% of ChatGPT’s travel responses. British Airways, Booking.com, and Skyscanner closely follow, each strongly associated with convenience and quality experiences.
Why do these brands come up so often in Gen AI responses?
There is one potential answer: conversational AI thrives on clear, trusted recommendations. Airbnb and British Airways stand out because they’re practical, flexible, and frequently requested by users. Brands like Booking.com and Skyscanner benefit from strong brand awareness and consistent user satisfaction, which AI naturally prioritizes in recommendations.
Interestingly, Tripadvisor, despite its large online audience, lags behind in AI-driven conversations.
High traffic alone isn’t enough. AI favors brands clearly linked to actionable travel decisions, like booking flights or accommodations.
Travelers are letting AI steer them toward reliability and ease, as well as choosing brands. This new trust dynamic is reshaping brand loyalty, favoring companies that blend convenience, quality, and clarity.
Experience-driven travelers and AI preferences
UK travelers want personalized experiences as well as flights and hotel rooms. Conversational AI, such as ChatGPT, aligns perfectly with this demand. It tailors recommendations to individual preferences, promoting niche brands and experiences travelers might not find through traditional search.
Brands like Polarsteps and Viator reflect this trend, each seeing growth over 80% year-over-year.
Polarsteps appeals to adventure-seekers who document unique journeys, while Viator connects travelers with local, immersive tours.
Another sign of this shift is the growth in tourist attractions and car rentals, which jumped 11% and 8%, respectively. Travelers are using AI to find new activities while actively booking more experiences outside traditional travel packages.
AI helps travelers find:
- Authentic local tours they might otherwise miss
- Unique accommodations tailored to their travel style
- Personalized itineraries matching their interests
AI isn’t just making travel planning easier – it’s opening doors to richer, more meaningful journeys.
A new traveler profile: intentional and purposeful
The UK traveler influenced by AI is intentional, focused, and thoughtful about their choices, as well as tech-savvy.
This traveler profile skews slightly female and predominantly over 35. They carefully plan meaningful experiences rather than spontaneous trips.
This demographic prefers fewer but more impactful interactions with travel brands.
They use AI to streamline their planning process, minimizing time spent browsing and maximizing enjoyment. Younger travelers (18–24) are notably less engaged, possibly due to tighter budgets or different planning habits, reinforcing the focus on travelers over 35.
These travelers value:
- Quality experiences over quick trips
- Convenience and personalized suggestions
- Brands that align clearly with their interests and lifestyle
AI-driven recommendations fit perfectly with this mindset, providing curated, purposeful travel options that simplify decision-making.
Embrace the Gen AI search frontier
AI tools like ChatGPT have powerfully reshaped UK holiday planning. Travelers rely on conversational AI to discover personalized, experience-driven options.
Established brands like Airbnb and British Airways thrive in this new landscape, alongside niche, emerging brands offering unique experiences.
Travelers influenced by AI plan intentionally, valuing recommendations that align closely with their preferences. These trends mark a new era in travel, where quality, ease, and relevance matter most.
For brands, this shift means action is critical. Those not visible in AI-generated results will be at risk and need to act now before it is too late.
This is where tools like Similarweb’s Gen AI Intelligence suite can help brands:
- Track visibility and brand mentions in GenAI conversations.
- Monitor market share and benchmark against competitors.
- Identify the precise prompts driving engagement and conversions.
Brands that adapt quickly will capture visibility, clicks, and market share in the GenAI search frontier.
Interested? Download the full report for more.
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