A new YouGov survey reveals that British consumers are increasingly comfortable using AI for travel planning, with 40% now open to it—up from 31% last year. Younger demographics, especially 18–34-year-olds, show the highest adoption rates.
The most trusted AI applications include itinerary suggestions, hotel recommendations, and price comparisons. At least one ski company thinks AI is good news for wintersports.
“AI is changing the way we choose and book our holidays and driving more demand for previously niche activities. For example, while only around 8% of adults in the UK have been on a snow sports holiday, with a whopping 90% of 25–34-year-olds reportedly now wanting to go skiing. AI will create greater awareness of holiday choices and will provide the information needed to help plan and book,” Laura Hazell, Managing Director of leading French chalet holiday company Ski Beat commented.
The YouGov survey found concerns remain around data privacy and accuracy, particularly among older age groups.
“The majority of our ski chalet holidays are booked online, and we are increasingly using AI to help users find our site and help to make the right ski holiday choices. A large percentage of our guests have skied with us for many years, but this season we are seeing an increase in bookings from younger, and first-time skiers, which can only be good for the ski industry, as well as for the nation’s health,” Laura concluded.
Overall though the study highlights a growing shift in consumer attitudes, suggesting that AI-powered tools are becoming a mainstream part of the travel decision-making process, especially when paired with human oversight and clear transparency.
