Amadeus Research: Brits Still Rely on Friends and Family, but AI Use Grows 60%

Amadeus released a global study covering 2,000 UK travellers. Friends and family recommendations remain the top source of inspiration for UK travellers (36%), but generative AI use grew 60% year-on-year, travel influencers 33% and social media ads 27%. AI use grew 146% in China, 82% in Singapore, 64% in Spain, 53% in India and 30% in the US. Among UK travellers, 70% would consider biometrics and 64% would use door-to-door baggage services. 80% agree provider quality emerges in disruption handling, and 81% would rebook with providers who handle disruptions efficiently.