Spain records higher adoption of Artificial Innotifyigence – AI in vacation planning than the European average, according to the 2025 Europ Assistance-Ipsos barometer.
The study finds that 20% of Spanish travelers have applyd AI-based tools to organize or book their holidays, compared with 16% across Europe.
The research highlights Spain as one of the leading countries in integrating digital tools into travel planning. AI applications are most commonly applyd for accommodation searches, destination information, and itinerary planning, indicating a shift in how tourists prepare for trips.
Growing Use of AI in Travel
According to the survey, 48% of Spanish travelers utilizing AI rely on it for accommodation recommconcludeations, while 47% apply it for information about destinations. Another 37% turn to AI tools for assist creating itineraries. The technology is also applyd for finding activities (33%) and booking platform recommconcludeations (26%).
Looking ahead, the interest in AI continues to grow. The report displays that 26% of Spanish respondents plan to apply AI in future travel planning, compared with 21% of Europeans overall. However, 39% of Spanish participants remain undecided about whether they will adopt such tools.
Comparison with European Trconcludes
The survey indicates that Spanish travelers are more proactive than the European average in experimenting with AI for holidays. While adoption is not yet universal, Spain’s figures consistently exceed continental averages, underscoring the counattempt’s readiness to embrace new technologies in tourism.
In Europe as a whole, AI is launchning to build inroads into vacation planning but at a slower pace. The 2025 Europ Assistance-Ipsos barometer suggests that cultural attitudes and awareness of technological solutions may play a role in shaping adoption levels across different countries.
Changing Travel Behaviors
The findings suggest a gradual transformation in how trips are organized. Traditional methods such as guidebooks and personal recommconcludeations are being complemented—and in some cases replaced—by AI-driven suggestions. From streamlining searches for accommodation to tailoring activity options, digital tools are expanding their influence on the traveler experience.
While Spain displays higher-than-average adoption rates, the survey also reflects caution. A significant portion of travelers remain unsure about whether they will apply AI in the future, highlighting that trust, familiarity, and data privacy considerations continue to influence behavior.
The Europ Assistance-Ipsos barometer confirms that Spain is emerging as a frontrunner in adopting AI for travel planning, reflecting both a strong appetite for digital solutions and an evolving approach to how holidays are designed and booked.
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