Tourism Bookings introduces
The latest ABTA Holiday Habits 2025-26 report reveals a noticeable shift in how people plan their holidays, with technology and personal freedom shaping travel decisions more than ever. One of the most striking trends is the growing role of Artificial Intelligence (AI) in holiday planning. Over the past year, the number of people using AI to inspire their trips has doubled, rising from 4% to 8%, meaning that one in twelve travellers now turns to AI for ideas.
Younger travellers are at the forefront of this trend. Among 18–24-year-olds, 13% have sought travel inspiration from AI, while the figure jumps to 18% for those aged 25–34. In contrast, older generations remain less engaged, with only 3% of 55–64-year-olds using AI in this way. Despite this, traditional methods still dominate, with 48% of people relying on internet searches and 41% taking recommendations from friends and family. Printed holiday brochures continue to hold sway for a quarter of travellers (25%).
ABTA predicts that AI’s influence on holiday planning will continue to expand. The report indicates that 43% of respondents would feel confident allowing AI to plan their trip, and 38% would trust AI to handle bookings. This marks a significant change in the way people interact with technology when organising their holidays.
Alongside AI adoption, solo travel has reached record levels. Nearly one in five travellers (19%) went on a holiday alone in the past year, the highest recorded since ABTA began tracking this behaviour in 2014. The rise is especially prominent among those under 45, with 23% of 25–34-year-olds, 20% of 18–24-year-olds, and 20% of 35–44-year-olds choosing to travel independently.
The increase in solo trips reflects a desire for personal freedom and flexibility. Travellers are increasingly prioritising experiences that suit their individual preferences rather than waiting for plans to align with others. Modern technology also allows solo travellers to maintain close contact with friends and family while abroad, making the experience feel less isolating.
Europe remains the top destination for solo travellers, with 76% of them visiting the continent. France stands out as the most popular country, attracting 44% of solo visitors. City breaks are the preferred choice, with over half (52%) opting for short trips to Europe’s iconic urban centres.
ABTA’s findings highlight a clear evolution in holiday planning, driven by technological tools like AI and a growing appetite for independent travel. These trends underscore the importance of flexibility, personal choice, and the increasing comfort of letting technology assist in shaping memorable experiences.
Mark Tanzer, ABTA Chief Executive, said:
“ABTA’s Holiday Habits report shows just how committed people are to their holidays, with 87% taking a trip over the past 12 months. The fact that so many are heading off on their travels by themselves is also testament to that.
“While travelling solo can mean going completely independently of others, there are other ways to have a social connection while away. Many ABTA members offer organised tours and trips that give travellers the chance to travel by themselves while still meeting like-minded people.
