Published on
September 1, 2025

According to the most recent barometer report by Europ Assistance and Ipsos, Spain is the most pioneering country in the implementation and use of Artificial Intelligence (AI) in the planning of holidays. The report states that 20 percent of the travelers from Spain have used tools with AI to plan and book their vacations. This is more than the 16 percent used AI by travelers in Europe who whole. This goes to show that Spain is forward-thinking in the use of digitized tools by the travel industry, which certainly places the country at the forefront of employing AI and travel planning.

The results of the report go beyond illustrating Spain’s AI advancements in travel to show the growing global trend of OECD travelers and their use of technology to make trips more efficient. The research illustrates the growing use of AI in Spain and how travelers there have incorporated advanced technology in their strategic planning, from accommodation to activities.

The Increasing Use of Artificial Intelligence in Organizing Trips

The Europ Assistance-Ipsos barometer states that AI has started to impact how Spanish customers prepare for vacations. Of the 20% of users, AI utilization for accommodation suggestions stands at 48%, information about the destination at 47%, and itinerary AI at 37%. These AI applications also assist in activity finding (33%) and suggestions for booking tools (26%).

The research highlights the role of AI in Spanish commute strategy planning. AI applications, for example, devise unique itineraries for the traveler to explore, based on suggestions from data analytics on niche destinations and booking systems for unique experiences that the traveler wouldn’t normally go for.

The research also states that AI utilization is slow to gain traction when planning travel itineraries. The survey suggests that 26% of Spanish respondents intend to opt for AI in their future travel planning. This is considerably higher than the 21% of users from Europe. This suggests a growing acceptance and a positive shift in the AI perception as tools for help in planning itineraries.

Comparison with European Trends

Relative to the rest of Europe, Spain has rapidly adopted the use of AI in travel planning, and the barometer shows that the Spanish AI vacation planner is in use and appreciated by Spanish travelers and tourists to Spain more than in most other European countries.

Many travelers to Europe, still in the very early stages of AI use, remain apprehensive about the use of AI technology. It is probable, as the survey implies, that the differing attitudes to tourism technology and the varied levels of knowledge of AI technology in sponsorships explain the differences in the levels of AI adoption. AI is indeed being used to plan European vacations, but in other regions of the world where AI has yet to diffuse, more traditional methods such as guidebooks and oral legends are in extensive use.

There is no doubt that Spain’s adoption of AI in vacation planning AI technologies to offer unparalleled customer service, is guided by the strength of the Spanish tourism. Spain’s AI technology to offer unparalleled customer service is guided by the strength of the Spanish tourism industry. Spain’s AI technology to offer unparalleled customer service is guided by the strength of the Spanish tourism industry. Spain’s willingness to adopt cutting-edge technology has allowed the AI tourism region to have the strongest in terms of infrastructure.

Altering Travel Patterns

According to the Europ Assistance-Ipsos barometer, AI techniques are progressively changing the organization of journeys. While planning a vacation, relying on a guidebook or suggestions from a friend is still necessary, digital methods are on the rise. AI warrants the reduction of searches for lodging, activities, and points of interest, making travelers more assertive and quicker to make decisions.

For Spanish tourists, AI is more than just a convenience; it is now an important component of improving the vacation planning experience. Gone are the days of making decisions on trips based on the top travel agencies’ suggestions. AI systems’ personalization to users’ tastes and previous actions has streamlined the processes of destination identification, activities, and lodging. More often than not, AI systems are taking the place of travel agencies in providing and booking information.

The survey also indicates that misuse and growing adoption are a concern for several travelers. A notable number of Spanish respondents (39%) are in the middle on the question of utilizing AI for future planning. This illustrates the notion that in a more progressive country like Spain, trust issues, unfamiliarity with technology, and apprehensions about data protection are key reasons for adoption.

The Future of AI in Travel Planning

With AI’s growing role in travel planning, the scope of tourism in Spain and Europe will likely be determined by new technologies. While the Spaniards are the frontrunners in the integration of AI in travel, other European nationals are also beginning to appreciate its possibilities. As technology advances and users become aware of its potential, AI will become a staple in travel.

The respondents in the survey shed light on the fact that AI in travel planning, though not ubiquitous, is exercising increasing influence. The travelers’ convenience, ease, and time saved by using AI tools is attributed to their growing popularity of AI travel tools. AI is revolutionizing the travel industry through its tools in booking, creating itineraries, and suggesting activities.

AI tools are likely going to leap tougher, greatly increasing the level of customization in travel offered through technology. Spain, and Spain alone, is likely going to be at the forefront of this shift in technology in Europe, as other European countries that are “behind” Spain will use it as a model for the AI travel industry.

Closing Remarks: Innovations in Travel Itinerary Formulation

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