15
DIGITAL | ~67% OF RESPONDENTS INDICATE THAT IMPORTANCE OF DIGITAL TECHNOLOGIES HAS
INCREASED OR NOT CHANGED WHEN BOOKING TRAVEL, BUT THIS IS LOWER AMONG OLDER CONSUMERS
8% 10% 10% 11% 13% 14%
43%
53%
57% 58%
49% 45%
31%
21% 14% 12%
9%
10%
18% 15%
19% 19%
29% 31%
18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
11%
49%
18%
22%
Travel and holidays
No Importance
Increased
No change
Decreased
Source: AlixPartners 2024 Consumer Priorities Survey
KEY INSIGHTS
• Importance of technology when booking holidays
is consistently high and growing across all ages
between 18 and 44 (net + scores), but less so in
the 45+ age groups (net - scores)
• Consumers are increasingly using Artificial
Intelligence (AI) for travel. The survey asked
respondents to select their top intended use
− 10% of consumers use AI to preview places
they plan to travel
− 8% of consumers create holiday plans using
AI
• While just over 20% of UK consumers consider
that digital technology is not important when
booking a holiday, there is a dramatic difference
between younger vs. older consumers
1
1
"WHEN YOU BOOK TRAVEL/HOLIDAYS, HAS THE IMPORTANCE OF DIGITAL TECHNOLOGIES OR
APPLICATIONS SUCH AS DIGITAL APPS, SELF SERVICE TERMINALS, CHATBOTS, ETC. INCREASED OR
DECREASED VS. LAST YEAR (2023)?"
THE DIGITAL FUTURE
+24 +11 +4 -1 -4 -4