AI or SI?
One of the leading ski holiday booking companies, Iglu, say that the number of skiers using AI tools such as ChatGPT and Gemini to research where to go has nearly quadrupled over the past 12 months, growing from 2.2% last year to 8.7% in 2026.
But it’s a nuanced picture, as Iglu also report that the percentage who would rather speak to an expert has also risen, from 20% to 24% year on year.
The response to these trends from ski travel companies varies, with one, chalet specialist Skiworld, saying they are doubling down on their core strength, in-house expertise and customer service, which they call ‘SI’ or Ski Intelligence.
“It is just a slightly tongue-in-cheek term for our specialists who have actually stood on the mountains, hosted in the chalets, and know firsthand why resort X beats resort Y for a family with teenagers,” says the company’s Rob Dixon, who adds, “Because our team is mostly made up of seasonnaires, we don’t rely on AI to talk to our customers. We aren’t fighting technology, but we actively choose not to let automation replace the human element of booking.”
The key numbers at a glance
- 8.7% of skiers now use AI tools such as ChatGPT or Gemini to research their ski holiday, up from 2.2% a year ago.
- 24% would rather speak to an expert when booking, up from 20%.
- 23% use social media for inspiration, up from 15%.
- 55% rely on having been to a resort before, still the most trusted way to choose.
- 73% say trust in the provider is their top priority when booking online.
- 78% rank snow reliability as the biggest factor in choosing a resort.
What the Iglu Ski Survey 2026 found
The figures come from Iglu’s fourth annual end-of-season customer survey, run with winter sports retailer Ellis Brigham. Just under 1,000 skiers (992) took part in May 2026, and the results give a useful snapshot of how British skiers are now planning their holidays.
AI is the headline shift, but it is still a small slice of the picture. The traditional routes into a ski holiday remain far more influential. Having been to a resort before (55%), reading articles online (53%), word of mouth (51%) and reviews (42%) all sit well ahead of chatbots. Social media is climbing faster in absolute terms, with 23% now using it for inspiration compared with 15% the year before.
When it comes to actually booking, 58% prefer to do it online and 60% choose a package rather than building a trip themselves. Nine in ten compare at least two websites before committing, and trust in the provider (73%) matters more than how easy the booking process is (68%).
Snow reliability still decides where we ski
Whatever tool skiers use to research, the questions they are asking have not really changed. Snow reliability is the number one factor for 78% of respondents, top for the second year running, followed by value for money (56%) and the number of runs (46%). Six in ten say they now deliberately book high-altitude resorts so they don’t have to worry about conditions.
That is where the Ski Intelligence argument has some weight. A chatbot can list resorts above 2,000m, but knowing which one holds its snow on the lower runs in a lean March, or which chalet is a short walk from the lift rather than a bus ride away, tends to come from someone who has been there. If snow is your priority, our guide to the best snow sure ski resorts is a good place to start.
AI adds a step rather than replacing the expert
Iglu itself is not taking sides. Managing Director Simon McIntyre says the company is embracing AI, while acknowledging that it is changing how people research a holiday, but that “skiers still come to trusted experts when it counts.” In his view, the fundamentals have stayed the same: reliable snow, a company you trust and the flexibility to book the trip that suits you.
Read together, the two trends make sense. Skiers are using AI early on to narrow down options and ask the kind of broad questions they might once have typed into a search engine. Then, when real money and a precious week of holiday are on the line, more of them want to talk it through with a person.
Using AI to plan a ski holiday: where it helps and where it doesn’t
If you are tempted to ask a chatbot where to ski this winter, it can be a handy starting point. It is good at:
- Building a shortlist of resorts that match a budget, ability level or travel time.
- Explaining the basics, such as how lift passes, ski hire and transfers usually work.
- Summarising general differences between countries or ski areas.
It is less reliable on the things that often make or break a trip:
- Current prices, availability and this season’s offers, which change constantly.
- Up-to-date details on lifts, runs and resort developments.
- First-hand judgement, such as how a chalet actually feels, how busy a slope gets at half term, or which resort suits teenagers better than toddlers.
The sensible approach is to use both. Let AI do the broad research, check the details with trusted sources, and speak to a specialist before you book. It is worth keeping an eye on our latest ski package deals too, as this season’s offers are exactly the kind of detail a chatbot is likely to miss.
Frequently asked questions
How many skiers use AI to plan a ski holiday?
According to the Iglu Ski Survey 2026, 8.7% of skiers now use AI tools such as ChatGPT or Gemini to research where to go, up from 2.2% the previous year. That is nearly four times as many, although it remains well behind experience, online articles, word of mouth and reviews.
Do skiers still want to speak to a person when booking?
Yes. The share of skiers who would rather speak to an expert rose from 20% to 24% year on year, and 73% say trust in the provider is their top priority when booking online.
What is Ski Intelligence (SI)?
Ski Intelligence, or SI, is chalet specialist Skiworld’s tongue-in-cheek name for its in-house team of specialists, most of whom are former seasonnaires. The company says it does not use AI to talk to customers and prefers to keep the human element of booking.
What matters most to skiers when choosing a resort?
Snow reliability is the biggest factor for 78% of skiers, followed by value for money (56%) and the number of runs (46%). Six in ten deliberately choose high-altitude resorts for more reliable conditions.
Is it a good idea to use ChatGPT to plan a ski trip?
AI is useful for building a shortlist and answering general questions, but it can be out of date on prices, offers and resort details. Check key facts with trusted sources and speak to a ski specialist before you book.
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