Recent data from the 2026 AITO Travel Insights Report reveals a loyal and trusting market that continues to value experiences over price.
The results concluded from the databases of specialist travel companies consisting of AITO Tour Operators, AITO Travel Agents and Tourist Board Partners and confirmed that the travel trade sector remains a pillar in the tourism industry.
The data highlighted that despite a challenging UK economy, 85 percent of people still class holidays as an essential part of their life, with nearly 80 percent willing to pay more to guarantee a high-quality experience.
In an era of technology and AI, AITO data highlighted that travellers value the importance and benefits of booking through a travel agent. With 98 percent prioritising support when plans go wrong and customer satisfaction is at an all-time high of 94 percent.
2026 travel is defined by more engaging experiences with travellers seeing their tie away as an opportunity for personal growth and activity. This preference for slower, more scenic travel goes in hand with the rising interest in Northern and Central Europe, regions where world-class infrastructure allows for a more sustainable and slower approach to touring.
AITO’s data also focused on the rise of AI highlighting it’s failure to capture the trust of the specialist travel market. 60 percent of travellers have not used AI to plan their holidays, with only 10 percent using it for planning. The data has shown a clear preference for reassurance and personalised service from a travel agent.
Martyn Sumners, Executive Director of AITO, commented: “The findings of our Travel Insights 2026 report underscore the remarkable resilience of the specialist travel sector, even as we see a gradual shift toward financial caution in the broader economy. What is perhaps most striking is the universal demand for human expertise. In an era of increasing automation, 100 percent of our respondents cited professional knowledge as their primary decision-making driver, leading to a world-class Net Promoter Score of 87.4 for our travel agents. Whether they are seeking deep cultural immersion in Asia or slow-travel rail adventures across Europe, our travellers are choosing the security and nuance of a specialist professional over AI-generated alternatives. For 2026, the value of a holiday is being measured by the depth of the experience and the peace of mind that comes from booking with a trusted expert.”
