Majority of Brit holidaymakers still trust family and friends over AI, study finds

THE majority of UK holidaymakers still consult and trust family and friends’ recommendations over AI for travel advice.

A landmark study of 14,000 travellers from countries including the UK, Australia and Brazil found that in the UK, family (84 per cent) and friends (81 per cent) trumped AI (45 per cent) for tips and holiday hotspots.

While just 10 per cent rely on influencers for travel advice – highlighting ‘The Travel Trust Equation’ will be a strong theme for 2027, as artificial intelligence may be transforming travel, but it hasn’t replaced the human touch.

It also revealed they are set to prioritise balance, flexibility and trips that leave a lasting impact.

Of the 1,000 Brits surveyed as part of the Hilton 2027 Trends Report, The Great Rebalance, 75 per cent said having a holiday booked gives them a ‘sense of purpose’.

This reflects ‘The Beforeglow’, with booking a trip giving people a much-needed psychological lift and offering a sense of excitement, motivation and escape weeks, or even months, ahead of departure.

More than a quarter (27 per cent) also seek a new perspective through travel, which changes how they view everyday life.

Simon Vincent CBE, executive vice president and president, EMEA, Hilton, said: “Travellers are increasingly focused on making their time away count.

“Rather than chasing a one-size-fits-all idea of the perfect trip, they’re looking for experiences that reflect their own interests and priorities.

“Our job is to help guests make the most of every trip; whether they’re exploring a new destination, reconnecting with loved ones, taking time to switch off – or even a little bit of everything.”

The study also found 60 per cent of all Brits claimed having a holiday booked helps them stick to personal goals, while 53 per cent use them to mark important life moments, meaning travellers are well into their ‘Optimisation Era’.

But 28 per cent of Gen Z travellers see holidays as a chance to kick-start a healthier lifestyle, whereas 63 per cent are more likely to make a life change after returning home.

Nearly three quarters of this generation (74 per cent) also feel motivated to stick to personal goals knowing a holiday is on the cards, and 32 per cent regarded maintaining their fitness routine while away as ‘non-negotiable’.

But the research by Morning Consult found 29 per cent of younger travellers feel pressure to plan the ‘right’ kind of trip – compared with just six per cent of 62-80-year-olds, showing a rise in ‘Boomer Goals’.

Only 18 per cent of this older generation stick to a strict itinerary, compared with 41 per cent of Gen Z, with 53 per cent of Boomers favoured a spontaneous approach instead.

And 72 per cent never feel pressure when making travel decisions, compared with only 27 per cent of Gen Z.

Travel loyalty is emerging as another status symbol among younger holidaymakers, with 27 per cent of Gen Z belonging to a points or miles programme.

The rise of ‘Status Seekers’ suggests travel loyalty programmes have entered a new era, where status matters as much as savings.

With 37 per cent even admitting to feeling jealous of friends with a higher travel status, as 41 per cent see that status as a sign of personal success.

A further 58 per cent of 18-to-29-year-olds believed people with elite travel status have greater influence over group travel decisions. 

Where travellers stay is changing too, as gardens were named as an accommodation ‘must-have’ by 40 per cent of Brits, placing them ahead of hotel pools at 33 per cent.

Fresh air and time outdoors were key to holiday relaxation (76 per cent), while 47 per cent will use travel to spend more time immersed in settings such as forests, mountains and coastlines.

UK adults are also reconsidering the traditional big annual getaway in favour of shorter, more flexible breaks, with 65 per cent planning to take more short trips over the next year.

Among these “micro-travellers”, 35 per cent want to tick more destinations off their travel lists, and 26 per cent value the spontaneity offered by shorter breaks.

While 56 per cent will plan a micro-trip around one standout experience, rising to 74 per cent of Gen Z travellers.

Simon Vincent added: “With a portfolio spanning everything from luxury retreats and city-centre collection hotels to family-friendly resorts and extended-stay brands, we offer travellers the choice and flexibility to find the experiences that are right for them.”