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AI Holiday Planning

PRESS RELEASE: 18th September 2026 New research reveals younger travellers are increasingly willing to trust AI with booking advice, restaurant recommendations, and flight choices – while TikTok overtakes Google as a source of holiday inspiration London, UK – Monday 7 September 2026 – Gen Z is moving beyond using AI simply for ideas and increasingly trusting it to help make real holiday decisions, according to new research from Vision One Research. The Travel Brand Barometer 2026 finds that 51% of Gen Z have already used tools such as ChatGPT to help plan a holiday, compared with 43% of Millennials, 23% of Gen X and just 9% of Baby Boomers. But the research suggests the more significant shift may be in what younger travellers are prepared to trust AI to do. Gen Z trusts AI with the decisions behind the holiday Among Gen Z, 42% say they would trust AI to help with booking advice, compared with just 22% of Baby Boomers. The same proportion (42%) would trust AI for restaurant recommendations, compared with 32% of Baby Boomers. Gen Z is also more open to using AI for flight selection, with 27% saying they would trust it to help, compared with 17% of Baby Boomers. And while 26%…

Gen Z turns to AI for more than just planning a holiday

Gen Z Holidays

Gen Z and Millennials may be conscious of the cost of their holidays, but new research suggests they are increasingly looking to maximise what they get for their money, rather than simply minimise what they spend.

Gen Z Holidays Focus on More – Not Necessarily Cheaper

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Top 50 UK Charities Ranked

Discover which charities are leading the sector today—and the strategic priorities that will define success tomorrow. As you have probably seen in the news, the UK’s charity sector is facing a fascinating challenge. On one hand, a small group of highly recognisable organisations continue to dominate public awareness, trust and support. On the other hand, changing donor behaviour, economic pressures and evolving social priorities are creating opportunities for a new generation of charity brands to emerge. The findings from Vision One’s Charity Brand Barometer reveal both today’s leaders and tomorrow’s contenders, offering valuable insight into where the sector may be heading next. The UK’s Top Charity Brands The strongest charity brands in the UK continue to be dominated by health-focused organisations. Cancer Research UK ranks first overall for Brand Equity, followed closely by Macmillan Cancer Support and the British Heart Foundation. Animal welfare charities such as the RSPCA and Dogs Trust also perform exceptionally strongly, demonstrating the enduring appeal of causes that combine emotional relevance with broad public support. What is particularly interesting is that the top rankings are not simply a reflection of awareness. Many of these organisations have spent decades building trust, emotional connection and cultural relevance. Brand…

Top 50 UK Charities Ranked: What’s Next for the Charity Sector?

Charity Brand Barometer

New annual ranking measures awareness, momentum and brand strength across the UK’s top 50 charities in Vision One’s new Charity Brand Barometer

New Research: 2026 Charity Brand Barometer Goes Live