TLDR: Spain is at the forefront of AI adoption for vacation planning in Europe, with 20% of its travelers utilizing AI-based tools, surpassing the European average of 16%. This trend is driven by the use of AI for accommodation, destination information, and itinerary creation, according to the 2025 Europ Assistance-Ipsos barometer.
A recent study, the 2025 Europ Assistance-Ipsos barometer, reveals that Spain is leading Europe in the integration of Artificial Intelligence (AI) into vacation planning. The research indicates that a significant 20% of Spanish travelers are currently using AI-based tools to organize or book their holidays, a figure that stands notably higher than the 16% European average. This positions Spain as a key player in the evolving landscape of digital travel.
The study delves into the specific applications of AI by Spanish travelers. It found that 48% of those using AI for travel planning leverage it for accommodation recommendations. Close behind, 47% utilize AI for gathering information about potential destinations. Furthermore, 37% rely on AI tools to assist in creating detailed itineraries. The technology also plays a role in discovering activities (33%) and receiving booking platform recommendations (26%).
Looking ahead, the interest in AI for travel planning is projected to continue its upward trajectory in Spain. The report highlights that 26% of Spanish respondents plan to use AI for their future travel arrangements, exceeding the 21% recorded across Europe. However, a considerable 39% of Spanish participants remain undecided about adopting such tools, suggesting a potential for further growth as awareness and trust in AI solutions develop.
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The findings underscore a proactive approach among Spanish travelers compared to their European counterparts when it comes to experimenting with AI for holidays. Spain’s consistent lead over continental averages in AI adoption for tourism indicates the nation’s readiness to embrace technological advancements in the sector. The 2025 Europ Assistance-Ipsos barometer also suggests that varying cultural attitudes and levels of awareness regarding technological solutions might be influencing the differing adoption rates observed across European countries. This shift in traveler behavior signifies a broader trend towards more digitally-assisted and personalized vacation experiences.
