Spain has recorded higher adoption of artificial intelligence, according to the 2025 European-supported IPSOS Barometer.
The survey found that 20% of Spanish travelers use AI-based tools to organize or book their holidays, compared to 16% across Europe.
This study highlights Spain as one of the leading countries in integrating digital tools into travel planning. AI applications are most commonly used for accommodation searches, destination information, and itinerary planning, demonstrating changes in how travelers prepare for their trips.
Increased AI use during travel
Research shows that 48% of Spanish travelers using AI rely on accommodation recommendations, while 47% use it for information about their destinations. Another 37% rely on AI tools to help you create your itinerary. This technology is also used to find activities (33%) and booking platform recommendations (26%).
In the future, interest in AI continues to grow. The report shows that 26% of Spanish respondents plan to use AI in their future travel plans. However, 39% of Spanish participants are undecided whether to adopt such a tool.
Comparison with European trends
This study shows that Spanish travelers are more aggressive than the European average when experimenting with AI for holidays. Adoptions are not yet universal, but Spanish figures consistently exceed the continental average, highlighting the nation's preparation for embracing new technologies in tourism.
All over Europe, AI is beginning to advance into vacation planning, but it is slowing down. The 2025 European Support IPSOS Barometer suggests that cultural attitudes and perceptions of technology solutions may play a role in shaping adoption levels in various countries.
Changes in travel behavior
The findings suggest a gradual change in how travel is organized. Traditional methods such as guidebooks and personal recommendations are complemented and sometimes replaced by AI-driven suggestions. From streamlining accommodation searches to adjusting activity options, digital tools are expanding their impact on the traveler experience.
Spain has a higher than average adoption rate, but the survey also reflects caution. A significant portion of travelers are uncertain about whether they will use AI in the future, highlighting that their trust, familiarity and data privacy considerations continue to influence their behavior.
The European Supporting IPSOS Barometer confirms that Spain is emerging as the forefront in adopting AI for travel planning, reflecting both a strong appetite for digital solutions and an evolving approach to how to design and book holidays.
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