Gen Z’s Travel Planning Trends: Embracing AI and New Influences
Camden, GREATER LONDON, Oct. 07, 2026 – Recent findings from Vision One Research highlight a significant transformation in how Generation Z approaches travel planning. The study notes that younger travelers are increasingly leveraging artificial intelligence (AI) to assist with critical travel decisions, moving beyond its use for mere holiday inspiration.
Key Findings from the Travel Brand Barometer 2026
A comprehensive survey involving 3,000 UK consumers reveals that 51% of Gen Z have utilized AI tools like ChatGPT for their holiday planning, compared to 43% of Millennials, 23% of Gen X, and only 9% of Baby Boomers.
Moreover, 42% of Gen Z trusts AI for:
- Booking advice
- Restaurant recommendations
- Flight selections
- Holiday itineraries
These figures show a marked increase in trust compared to older generations.
“What’s interesting about the AI findings is that this isn’t simply about people asking ChatGPT where they should go on holiday. It’s solving more complex holiday logistics,” said Tony Lewis, Managing Director at Vision One Research.
The Shift in Travel Inspiration
The study reveals a major shift in how Gen Z finds travel inspiration, with TikTok now surpassing Google. Among Gen Z:
- 42% cite TikTok as an influencer for holiday decisions
- 37% for Google
- 33% for Instagram
This trend is not observed among older generations, indicating a distinct preference for visual and short-form content.
Fragmented Travel Journey
The research suggests that younger consumers’ travel journeys are becoming increasingly fragmented, integrating various digital services throughout their experience. Gen Z employs platforms like Uber, Jet2holidays, Airbnb, and others for different stages of travel.
“The traditional travel funnel – from inspiration, search, to booking – is blurring for younger travelers,” explains Lewis.
Implications for Travel Brands
As AI’s influence grows, travel brands face the challenge of staying visible across multiple platforms and stages of travel planning. Brands must ensure their presence within AI-generated recommendations in addition to traditional search rankings.
About Vision One Research
Vision One Research is an award-winning UK market research agency providing insight-driven research for organizations across various markets. Their expertise spans brand tracking, audience research, customer experience, and more.
Press Inquiries
Tony Lewis
Email: tony [at] visionone.co.uk
Phone: 07979696372
Website: Vision One Research
Address: 86-97 Bayham Street, Camden, London, NW1 0AG
For more detailed findings, view the full report at the Travel Brand Barometer 2026.
