How are UK travel agents really using AI?
Honestly, nobody knows for certain, and that is exactly why we are running this travel agent AI survey.
Some agents use ChatGPT for brainstorming, some have tried purpose-built platforms, and many still rely on Google and a dozen open browser tabs. The trade press is full of opinions about AI in travel, but very little of it comes from working agents building real itineraries for real clients.
Go There Travel wants to change that. We have launched a five-minute, anonymous survey to capture how independent UK agents actually use AI today, what frustrates them about it, and where it genuinely saves time. Complete it and you will receive the full results report before anyone else, giving you a clear benchmark against your peers.
Who This Is For
This survey is for owners, managing directors and senior consultants at independent UK travel agencies. If you build complex, multi-centre or bespoke itineraries, your experience matters here, whether you are a sole trader working from home, a high-street agency with a handful of staff, or part of a consortium with your own autonomy.
You do not need to be an AI enthusiast to take part. In fact, we especially want to hear from agents who have tried AI tools and found them wanting, or who have avoided them altogether. Every answer, sceptical or enthusiastic, makes the picture more accurate.
The Problem: Plenty of AI Hype, No Honest Data
Agents tell us the same things again and again. Research for complex trips eats unprofitable hours. Clients arrive pre-armed with ChatGPT itineraries and challenge your expertise.
Generic AI tools produce confident answers that turn out to be wrong, so you spend as long fact-checking as you saved. Yet when you look for reliable data on how other UK agents are handling this, there is almost nothing.
Is everyone secretly using AI and getting ahead? Is everyone struggling with the same poor-quality chat results? Without real numbers, every agent is guessing in the dark.
Add your voice to the conversation in five minutes. Take the Go There Travel AI survey at gothere.travel/ai-survey and help build a clear picture of AI in the UK travel trade.
Why We Are Running a Travel Agent AI Survey
Go There Travel is an AI itinerary-building platform designed exclusively for UK travel agents, so we have a direct interest in understanding how the trade really works. But this survey is not a sales exercise. It is anonymous, it is quick, and the full results will be published openly so every agent can benchmark themselves, whether they ever use our platform or not.
We believe the best tools come from listening to professionals, not guessing at what they need. That is the thinking behind our verified, in-resort intelligence, and it is the thinking behind this research too.
The survey covers which AI tools agents use, how much time research currently takes, where generic AI falls short, and what would make agents trust an AI tool with a high-value booking. Your answers will shape both the published report and how we develop the platform, your expert travel co-pilot, over the next year.
What We Expect to Learn About UK Travel Agents AI Adoption
We have a few hypotheses we want to test against real data on UK travel agents AI adoption. First, we suspect most agents have experimented with free tools like ChatGPT but abandoned them for client-facing work because the outputs were generic or inaccurate. Second, we expect a wide gap between how much time agents think AI could save and how much it currently saves them.
Third, we anticipate that trust, not cost, is the biggest barrier: agents will not risk their professional reputation on information they cannot verify. The results may prove us wrong, and that would be just as valuable. Either way, the report will give the trade its first reliable benchmark.
How to Take Part and Get the Results
Set aside a few minutes between client calls. The survey is a travel agent technology survey in plain English, with no technical jargon, and most agents finish in under five minutes.
Go to gothere.travel/ai-survey on any device. There is no registration, login or download required, and all responses are anonymous.
Answer honestly, based on what actually happens at your desk rather than how you think you should be using AI. There are no right answers, and “I have never used AI” is just as useful to the research as “I use it daily.” Non-users are a vital part of the picture, and you may find you are far from alone.
Have a recent complex booking in mind as a reference point for the time questions. It makes the answers quicker and more accurate.
Add optional comments where you have strong views, and take your time over them. One specific example of AI getting a destination detail wrong is worth more than a dozen tick boxes.
Leave your email at the end if you want the full results report. This is optional, kept separate from your answers, and only used to send you the findings.
Share the survey link with agent colleagues, your consortium network or your Facebook group. To our knowledge, no comparable UK-specific research currently exists, and the more responses we gather, the more reliable the results become for everyone.
FAQ:
Q: How long does the Go There Travel AI survey actually take?
A: Most agents complete it in under five minutes. It is mostly multiple choice, with a few optional free-text questions, and you can finish it on a phone between client appointments.
Q: Do I need to use AI already to take the travel agent AI survey?
A: No. Responses from agents who have never used AI, or who tried it and gave up, are just as important as responses from regular users. The goal is an accurate picture of the whole UK trade.
Q: Is the survey anonymous and will my answers be shared?
A: Yes, it is fully anonymous. Results are only ever published in aggregate, and if you choose to leave your email for the report, it is stored separately from your answers and never attached to them.
Q: What do I get for taking part?
A: Everyone who leaves their email receives the full results report before it is published anywhere else. That means you can measure your own AI use, research time and attitudes against hundreds of fellow UK agents.
Q: Will Go There Travel use the survey to sell to me?
A: No. Leaving your email only signs you up to receive the results report. The findings will be published openly for the benefit of the whole trade.
Right now, every UK agent is making decisions about AI in the dark. You can keep guessing whether your peers are saving hours while you are still buried in browser tabs, or you can spend a few minutes helping to create the benchmark the trade has been missing.
The agents who respond will be the first to see exactly where they stand on AI adoption, research time and tool choice. That knowledge is a commercial advantage, and it costs you nothing but a few minutes and some honesty.
Be part of the first true picture of AI in the travel industry UK-wide. Complete the short survey now at gothere.travel/ai-survey and get the full results report before anyone else.