Key findings:

  • 20% of UK travellers say they’re comfortable using AI for trip planning in 2025, up from 15% in 2024
  • Comfort rose most among 25–34-year-olds, from 25% to 35%
  • Older adults (55+) remain hesitant, with only 10% comfortable and 58% uncomfortable
  • Language translation (26%) is the most popular current or potential use of AI in travel
  • Nearly 1 in 3 travellers (31%) say they prefer not to use AI in their trip planning
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Comfort with AI is growing among Britons

According to new YouGov data, more Britons are comfortable using AI to organise their travel than a year ago. But while interest is growing, many still aren’t ready to hand over their travel plans to artificial intelligence just yet.

In July 2025, 20% of UK travellers  (those who’ve travelled in the past two years or plan to in the coming year) said they feel comfortable using AI-driven platforms for trip planning. That’s up from 15% in April 2024. Others either feel neutral – 23% in both 2024 and 2025 – or say they don’t know. The percentage of people who selected “don’t know” fell from 12% to 9%.

Despite the growth in comfort, half of Britons remain uncomfortable using AI to organise their travel. While this figure varies across demographic groups, the largest proportion are consistently uncomfortable.

In 2025, 28% of 18- to 24-year-olds said they were comfortable using AI for trip planning. But the biggest increase came from the 25 to 34 group, where comfort jumped from 25% to 35%. These two groups are now the most open to AI when it comes to travel. Meanwhile, older adults remain more sceptical. Only 10% of people aged 55 and over said they feel comfortable using AI for travel, and 58% said they are uncomfortable – making them the most hesitant age group overall.

There’s also a slight gender divide. In 2024, men were more likely than women to say they felt comfortable using AI for travel planning (18% compared to 13%). By 2025, that gap had narrowed a little – 22% of men and 19% of women said they were comfortable – but women remain more likely to express discomfort (52% compared to 43% of men).

How people are using AI when they travel

We also asked people how they’ve used or would consider using AI to enhance their travel experiences. The most common response was using AI for language translation and local communication, selected by 26% of respondents. Personalised travel recommendations came next, with 19% saying they’ve used or would use AI to help them choose destinations, activities, or places to stay. Around 17% said they would use AI to analyse reviews and ratings to make better decisions, and 16% said they would use it to create customised itineraries. Real-time travel assistance, such as chatbot support, was also cited by 13% of respondents.

Despite this growing interest, a significant number of people are still holding back. About 16% said they haven’t used AI for travel yet but are open to trying it. At the same time, nearly a third of the population – 31% – said they prefer not to use AI at all when planning their trips.

What this means for travel brands

AI is clearly making inroads into how people plan and experience travel – especially among younger, more tech-savvy groups, but with nearly half of UK adults still feeling uncomfortable using AI in this context, widespread adoption may take time. For travel brands and platforms, the challenge will be building trust and showing how these tools can truly make travel easier, more enjoyable, and more efficient.

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Methodology:

This article is based on data from YouGov Surveys: Serviced, a custom research solution using YouGov’s panel of over 2 million UK adults. The April 2024 survey was conducted among 2,098 UK travellers, and the July 2025 survey among 1,635 UK travellers. “Travellers” are defined as individuals who have travelled in the past 24 months or plan to travel in the next 12 months. All figures are weighted and representative of the UK travelling population.