New Aven Hospitality research reveals growing AI adoption in hotel discovery, while UK travellers still favour control over reservations

New Aven Hospitality research reveals growing AI adoption in hotel discovery, while UK travellers still favour control over reservations

Published November 2, 2026 • 3 minute read

London, United Kingdom – November 2, 2026 – New consumer research commissioned by Aven Hospitality reveals that artificial intelligence is gaining influence in hotel discovery, but converting that interest into reservations still depends on an easy, trustworthy booking experience.

In a survey of 1,000 UK adults who had stayed in a hotel in the previous year, 31% had booked a hotel recommended by AI. Younger travellers are leading this shift, with half (50%) of Gen Z respondents and 41% of millennials having booked an AI-recommended hotel, compared with 24% of Gen X and just 7% of baby boomers.

Flexibility has become table stakes for hotel bookers. In fact, new data from HTS* shows that 87% of travelers rate the ability to cancel a hotel booking as important, and 62% say they would be likely to add a Cancel for Any Reason option if offered at checkout. With this new integration, hotels around the world using Aven’s Booking Engine can meet that demand instantly, without altering existing rates, cancellation policies or tech stacks.

Among those who had booked an AI-recommended hotel, 71% said they plan to continue using AI to find hotels but prefer to complete the booking themselves. The remaining 29% intend to use AI for both hotel recommendations and booking their stay.

“AI is changing how travellers find hotels, but discovery is only part of the journey,” said Noreen Henry, Chief Revenue Officer at Aven Hospitality. “Hoteliers need to ensure their properties are accurately represented wherever guests search, while making it easy to turn interest into a confirmed booking. Connecting those experiences is how hotels can capture demand as travel shopping evolves.”

While traditional channels remain popular for hotel discovery, AI is gaining ground

Nearly half (46%) of UK respondents typically turn to search engines for hotel recommendations, followed by Tripadvisor (42%) and online travel agencies (40%). Meanwhile, two-thirds (66%) have used AI to search for travel options, with nearly half (48%) saying they use it frequently.

Among the UK respondents who had booked an AI-recommended hotel, 52% chose AI to save time, 49% valued, personalised recommendations and 46% said it helped them compare options. Another 16% said it surfaced hotels they would not otherwise have considered.

Travellers trust AI recommendations more than autonomous bookings

Among those who had booked an AI-recommended hotel, 97% rated the recommendation as very or somewhat accurate. However, UK respondents expressed greater trust in AI for research-related tasks, such as finding budget-friendly options (23%) and researching hotel properties (21%). By comparison, only 12% selected booking accommodation as a task they would trust an AI agent to handle most.

For hoteliers, the findings highlight the importance of connecting AI-powered discovery with a seamless booking experience, as travellers may rely on AI recommendations but prefer to complete reservations through other channels.

Booking friction and inaccurate information can cost reservations

Nearly one in five UK travellers (19%) have abandoned an online hotel booking and booked elsewhere because the process was too complicated. Other reasons included a lack of flexible payment options (18%), slow booking websites (17%) and concerns that a property would not meet expectations (16%).

Accurate hotel information is equally important. Some 13% of UK respondents had booked accommodation for an amenity that turned out to be unavailable, while 12% had booked a property that was falsely advertised or failed to meet their needs. Among those who experienced a travel dissappointment, 21% subsequently began verifying hotel amenities, policies and other details directly with properties.

For hoteliers, the findings reinforce the importance of accurate, consistent property information across discovery and booking channels, combined with a straightforward booking experience that helps hotels convert demand into reservations.

For additional research and insights from Aven Hospitality, visit: avenhospitality.com/insights

Notes to Editors

The survey was commissioned by Aven Hospitality and administered and conducted online by Talker Research between August 13-24, 2026. The UK sample comprised 1,000 adults who had travelled and stayed in a hotel during the previous 12 months.

Figures are rounded to the nearest whole percentage point. Findings concerning travellers who booked hotels recommended by AI are based on the 305 UK respondents who reported having done so. Findings concerning changes in booking behaviour following travel mishaps are based on 696 UK respondents. More information about the complete methodology as part of AAPOR’s Transparency Initiative can be found at Talker Research’s Process and Methodology page. 

Aven Hospitality is an independent global technology and SaaS leader in the hospitality industry, powering how hotels sell, distribute, and deliver guest experiences. SynXis, the leading global hospitality commerce and distribution platform, coordinates hotel information across 600+ integrations to ensure accuracy, consistency, and competitiveness wherever travelers discover, compare, and book. Trusted by 35,000+ hotels across 190+ countries, Aven Hospitality serves as the connective layer behind many of the world’s most iconic brands, simplifying complexity behind the scenes so hoteliers can operate with confidence today and stay ready for what’s next. avenhospitality.com