One of the leading ski holiday booking companies, Iglu, say that the number of skiers using AI tools such as ChatGPT and Gemini to research where to go has nearly quadrupled over the past 12 months, growing from 2.2% last year to 8.7% in 2026.
But it’s a nuanced picture, as Iglu also report that the percentage who would rather speak to an expert has also risen, from 20% to 24% year on year.
The response to these trends from ski travel companies varies, with one, chalet specialist Skiworld, saying they are doubling down on their core strength, in-house expertise and customer service, which they call ‘SI’ or Ski Intelligence.
“It is just a slightly tongue-in-cheek term for our specialists who have actually stood on the mountains, hosted in the chalets, and know firsthand why resort X beats resort Y for a family with teenagers,” says the company’s Rob Dixon, who adds, “Because our team is mostly made up of seasonnaires, we don’t rely on AI to talk to our customers. We aren’t fighting technology, but we actively choose not to let automation replace the human element of booking.”