One in three Spanish travellers turn to AI for holidays
One in three Spanish travellers has used artificial intelligence (AI), mainly to plan holidays. A study by ObservaTUR, reported from Madrid on 28 September 2026, also finds that 62% expect AI to help organise most journeys within five to ten years. That is up from 56% in 2025.
From comparing prices to choosing a destination
Travellers use AI to compare prices and alternatives. Among those who have tried it, six in ten use it to plan routes, activities or time off. Another 46% use it to search for and choose destinations. ObservaTUR says the tools are starting to influence not just how people arrange a trip, but where they decide to go.
Expectations differ by age. Among travellers aged 18 to 34, 72.9% think AI will help organise most journeys in future. For those aged 65 to 74, the figure is 51.3%.
Friends still shape holiday choices
When choosing a holiday, 58% of travellers say recommendations from family and friends are their biggest influence. Online reviews follow at 33%, then social media content at 27% and advice from travel agencies and tour operators at 19%.
Nearly four in ten expect travel agencies to remain important over the next decade, particularly for complex trips, personalised experiences and long-distance destinations. ObservaTUR spokesman Marcos Franco expects AI to take a bigger role in planning, but says trust will still matter.
Source: Europa Press / Mallorca.com