Travel agents remain the top choice for booking holidays among British consumers, and although artificial intelligence (AI) has made significant inroads in travel research and planning, travel agents are 14 times more popular than AI.
According to a new Brightsun Travel survey of more than 2,000 people in the UK, Kingdom, about one in two people made their last holiday booking through a travel agent, while only 3% turned to artificial intelligence.
Meanwhile, more than one-third (39%) of Gen Z digitally savvy individuals showed trust in travel agents and consultants for their travel needs by July 2025, compared to 6% who utilized AI tools.
Similarly, only 5% of Millennials chose to use AI in their vacation search, despite the fact that almost one in four of the same demographic group chose to organize their last vacation alone.
According to Brightsun Travel, while artificial intelligence could help with suggestions for destinations, activities, and booking platforms, or even provide users with a comprehensive list of things to pack, human “intervention” is not replaceable. Experience and empathy, in no way, at least for now, can be replaced by AI.
According to the research, almost half (43%) of Britons prioritize the speed and ease of booking, areas where travel agents provide comprehensive services, from flights and transportation to hotels and excursions.
Commenting on the research findings, Brightsun Travel CEO Deepak Nangla said: “Our findings are proof of the enduring value of the travel agent. Artificial intelligence is penetrating many businesses and industries on a large scale and is evolving into a powerful tool for research, automation, and even creative branding or advertising campaigns, but it cannot replace the trust, human contact, and deep understanding that a travel agent provides to a traveler’s feelings.”
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