Spain leads the world with AI in travel search and booking

by Lorraine Williamson
AI for travel

82% of Spaniards say they are already using AI tools for travel-related tasks. Or would be interested in exploring these tools in the future. Worldwide, this percentage is 73%. This is evident from the results of a market study carried out on behalf of eDreams Odigeo.

The company’s CEO, Dana Dunne, emphasises that this research offers opportunities for eDreams. Furthermore, it is in line with the preferences and expectations of today’s young travellers. “Young people are the first generation of a new era of AI. It is their expectations that will determine what our industry will look like in 25 years. We are proud to be at the forefront of such innovative tools and services available to travellers,” added Dunne.


The acceptance rate of Artificial Intelligence rose to 87% among Spanish 18-24-year-olds. This is 86% among 25-34-year-olds and 70% among over-65s. In addition, awareness of AI’s influence on shopping experiences varies with age in Spain. While 60% of respondents of all ages are fully or partially aware of AI, this percentage rises to 74% among 18-24-year-olds. Among the over-65s, it is 47%. This contrast shows that younger people are much more likely to see the value that AI can add to the online shopping experience.

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Globally, half of respondents (50%) said they were partially or fully aware of AI’s role in improving online experiences and appreciated the reduced effort it provides.

This awareness and appreciation increases significantly among the younger target groups. This indicated 61% of 18-24-year-olds and 64% of 25-34-year-old travellers. Among those over the age of 65, only 23% share the same level of awareness and appreciation for AI.

Benefits of AI tools

Finally, more than a quarter of global respondents (28%) said they really appreciate the benefits of AI in personalising online shopping experiences. Among Spaniards, this was more than a third of the sample (35%), although respondents also admitted that they do not always see the impact of AI.

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