OPINION: Five trends shaping UK consumer travel in 2026
As we enter a new year, consumers remain as passionate about travel as ever, but how they plan, book and experience travel is continuing to evolve, with digital playing an increasingly central role.
Online travel companies have helped more than 36 million people search for or book travel in the last two years – and they could facilitate £17.5bn in consumer spend on upcoming trips. That scale provides a clear view of some of the forces shaping UK outbound travel.
Intermediaries and booking platforms play a key role in connecting millions of people with a wide range of travel suppliers - from airlines and trains to accommodation and experiences – providing choice and convenience for consumers at every stage of their journey.
With that collective perspective, Online Travel UK (OTUK) - an association of the companies behind the UK’s best-known metasearch engines, online travel agents, booking and rail platforms - has identified five trends to watch in 2026.
1. Increased role of AI in travel-planning
AI is no longer a novelty in travel. OTUK research shows that 42% of consumers expect AI-suggested itineraries to be more important in how they search and book travel, with nearly one in five planning to increase their use of AI tools altogether.
Consumers want AI to reduce complexity, support more confident decision-making and provide personalised recommendations - but not at the expense of choice.
As AI becomes even more embedded in travel planning, ensuring fair, transparent and competitive digital markets will be essential, making sure that these tools enhance (and not limit) positive outcomes for consumers.
2. Seamless journeys
Consumers increasingly want travel to feel like one, joined-up experience. In 2026, demand will continue to grow for end-to-end, seamless travel that connects transport, accommodation and experiences, all in one place.
There is clear appetite from OTUK’s research that consumers increasingly value simplicity – including when things go wrong - and that, in turn, gives them confidence to book; 32% want a single point of contact to manage travel issues, while 36% prioritise speed of resolution.
Delivering this kind of seamless experience relies on open access to fares, features and data across the travel ecosystem – enabling consumers to benefit from comparison, choice and value.
3. Value matters
The cost-of-living hasn’t stopped people travelling, but it has changed how consumers judge value. 37% of consumers say value for money is the main reason they book with online travel companies, while 89% say being able to compare all of the options in one place is key.
In 2026, transparent pricing and meaningful comparison will be more important than ever. This relies on consumers being able to access the widest possible range of options, without barriers to using the platforms and intermediaries they choose.
4. Choice and Personalisation
Consumers increasingly want travel experiences that reflect their individual preferences, budgets and circumstances. OTUK research shows growing demand for more personalised recommendations, with consumers placing increasing importance on flexibility, such as access to different ways to pay or mixing and matching travel providers to shape their trip.
Consumers will expect tailored experiences without being disadvantaged based on how or where they book - 90% of consumers say they expect to be treated the same regardless of who they book with.
5. Trust underpinning confidence
As travel planning and booking becomes even more digital, trust will play a more central role in consumer confidence, for example OTUK research shows that 30% of consumers expect to rely more heavily on reviews when choosing where to travel.
Successful travel providers in 2026 will be those that actively reduce uncertainty – for example through authentic reviews, clear and robust consumer protections and responsive support when disruption occurs.
Together, these trends point to a year-ahead where innovation, transparency and trust will sit at the heart of UK outbound travel.
The UK has a real opportunity to lead the world in digital travel innovation, Realising that opportunity will require government, regulators and travel industry to work together to build a competitive, fair and future-fit travel sector that delivers for consumers, businesses and the wider economy.
These insights form part of Online Travel UK’s white paper The value of online travel companies in the UK: supporting consumers, growth and innovation, which explores how digital travel platforms are shaping the future of travel and what must happen to ensure UK consumers continue to benefit from choice, value and protection.
Read white paper here.
