Gen Z turns to AI for more than inspiration as trust in holiday planning grows, finds Vision One Research

In this episode of Global Economic Press, Alex Brady discusses the intriguing shift in travel planning among Generation Z, as revealed by Vision One Research's latest study. The research highlights how younger travelers are increasingly relying on artificial intelligence not just for inspiration but for making concrete holiday decisions. According to the Travel Brand Barometer 2026, 51% of Generation Z have used tools like ChatGPT for holiday planning, surpassing other age groups. This trend indicates a growing trust in artificial intelligence for tasks such as booking advice, restaurant recommendations, and flight selection. For more insights, visit Vision One Research's website at https://visionone.co.uk.

The study also reveals a broader change in how younger consumers approach travel, with platforms like TikTok significantly influencing their holiday decisions. Generation Z appears to be integrating various digital tools throughout their travel journey, from discovering ideas on social media to using artificial intelligence for planning and booking. This fragmented approach presents new challenges for travel brands, which must now ensure visibility across multiple platforms and stages of decision-making. As Tony Lewis, Managing Director at Vision One Research, notes, the traditional travel funnel is evolving, requiring brands to be present and relevant throughout the entire consumer journey.