- Generative AI usage among Spanish adult travellers has jumped from 11pc to 24pc
- 35pc of Spanish travellers incorporated AI tools for June travel planning
- 87pc of AI users reported major benefits during holdiay preparation
- Large hotel chains have invested an average of $320,000 in AI strategies
- 58pc of travellers encountered issues including fact-checking requirements
Travellers have been adopting artificial intelligence for holiday planning at increasing rates during the 2026 summer season, according to research by NTT data.
Generative AI usage among Spanish adults travelling abroad has jumped from 11pc to 24pc, according to industry studies by travel technology leader Amadeus. Broader industry reports tracking June travel behaviour indicated that 35pc of Spanish travellers ultimately incorporated AI tools for personalised recommendations and itinerary mapping. Among younger vacationers under 35, adoption has spiked significantly, with nearly 50pc relying on AI tools as digital travel agents.
An overwhelming 87pc of Spanish travellers who have used AI reported experiencing major benefits during vacation preparation. The primary advantages have included time savings by bypassing manual blog and review scrolling, personalised recommendations tailored to specific budget restrictions, and cost comparison through scanning for optimal flight paths and affordable accommodation bundles. Hotels and platforms including Airbnb have been adapting by improving visibility in AI tools and integrating local experiences. Large hotel chains have invested an average of $320,000 globally in such strategies, though many independent Spanish hotels have lagged behind in adoption.
Roughly 58pc of travellers have encountered issues when using AI for holiday plans. Common complaints have included needing to manually double-check facts reported by 28pc of users, struggle with AI misinterpreting personal preferences reported by 19pc, and feeling overwhelmed by a massive dump of sudden choices reported by 18pc. Spanish tourists have demonstrated such receptivity to the technology that 62pc stated they would make a one-time payment for a dedicated AI assistant to manage trip details. Experts have noted the shift from reactive assistants to proactive agents remains in an early stage.
An Amadeus representative shared the usage of generative AI for structuring itineraries and handling travel logistics in Spain more than doubled recently, highlighting a major shift in how people organise their summer breaks.
