• A fifth of UK travellers have used AI to help them plan a holiday according to the Marriott Bonvoy 2024 Future Travel Trends research
• ‘Dupe’ destinations and slow travel set to be key themes
• Half of UK travellers prepared to pay more for eco-friendly accommodation
• Most UK travellers plan to spend more on holidays over the next three years

To read the full 41-page "Future Travel Trends" report click on the Download as PDF link on the left or the Download Asset link above. 

London, January 2023 –

Neal Jones, Chief Sales & Marketing Officer, Marriott International - Europe, Middle East & Africa: “With the leisure travel market well and truly back to ‘normal’ we are now in a stronger position when it comes to looking at future trends and travel habits for the sector over the next few years. The post covid travel rebound is still going strong but because of what travel means to people, there’s been a seismic shift in people’s thought processes and prioritisation of funds. We are seeing that there is a more considered approach to travel, and a more emotional connection to travel that’s really unfolding in tandem with people’s core values.

“Two trends we have seen coming to the fore in particular from the consumer research are sustainability and AI – particularly amongst younger travellers under the age of 45. Being ecologically responsible is moving from being a ‘nice-to-have’ to a ‘must-have’ for many of these travellers and will only become more so.

“What’s really interesting to see from this research is the already-established use of AI for holiday planning. Generative AI is perfectly placed to analyse huge amounts of information for travellers, and offer them recommendations based on it. With nine in ten of those who have used it saying it impacted their travel plans, we expect its use to become even more mainstream in the next three years. As a result, travel providers like us need to ensure that we have the information available for AI to find and share with those doing their holiday research.” 

ENDS

Notes to Editors

*Research conducted by Opinium amongst 2,000 UK adults between 25 August and 12 September 2023. Nationally representative. Part of a wider study of 14,000 adults across Europe and the Middle East. Research contained within the luxury section of the release conducted amongst 150 UK adults earning £100k+, 7-21 September 2023.

For more information, please contact:

Amalie Craig, Vice President Communications, Marriott International EMEA
Amalie.craig@marriott.com

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