Is AI changing the way we travel? While its influence on holiday planning is growing, traditional guidebooks, travel websites and travel agents remain firm favourites. Reporting from ABTA’s 2026 Travel Convention in Madeira, National Geographic Traveller (UK)’s executive editor Lorna Parkes explores trends shaping travel in 2027.  

Held from 12-14 October, ABTA’s annual Travel Convention brought together hundreds of travel professionals, industry leaders and selected media representatives to explore the opportunities and challenges facing the sector. 

Beyond the discussions and networking, the event offered fresh perspectives on changing traveller behaviour, emerging destinations and the future of the industry. These insights help inform National Geographic Traveller (UK)’s editorial coverage, from the destinations explored to the stories featured. Here are Lorna’s key takeaways: 

• Value for money remains a priority. ABTA’s annual Holiday Habits report found that travellers are more cost-conscious than ever, while travel companies reported strong demand for destinations including Morocco, Egypt and Tunisia — largely because they represent great value for money. 

• The most visited countries were revealed. Spain topped the list among the Brits surveyed. France was hot on its heels, followed by Italy, the USA, Greece, Portugal, Germany, Australia, Canada, Japan, Turkey, Norway, Croatia, China and the UAE. 

• Gaining ground, but slowly. While Norway appeared in the top 15 destinations travellers are looking at for travel in the year ahead, conference panellists said cooler-climate countries are still attracting considerably less interest than traditional summer destinations do. Discussions suggested this may be starting to shift, particularly among adventure travellers.  

• Middle East demand shows resilience. Despite ongoing conflict in the Middle East, bookings have reportedly recovered faster than initially anticipated. ABTA’s Consumer Confidence Index stood at +50 — a three-point decrease since 2025 but still higher than in 2024, suggesting that overall confidence in travel remains relatively strong.  

• Use of AI is increasing among travellers. Those using AI as a source of holiday inspiration was up 6% since last year, to 14% overall. It was used most by 25- to 34-year-olds (29%), then 35- to 44-year-olds (21%) and 18- to 24-year- olds (20%) but was used the least by those in the 65+ age group (4%).  

• Traditional sources of travel inspiration still lead the way. Travel websites or guidebooks remain more popular than AI, cited by 36% respondents. Social media, holiday brochures, travel agents and tour operators also rank ahead of AI, while newspapers, magazines, blogs, podcasts, films and TV programmes continue to inspire holidaymakers. 

• Travellers still value the human touch. As technology continues to reshape the travel industry, conference speakers emphasised the enduring importance of personal interaction, particularly when it comes to planning and booking holidays. 

Find out more about ABTA via: ABTA | Travel Advice & Holiday Information | UK Travel Industry 

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