Young Spanish travellers stand out as the most comfortable using AI for adopting generative Artificial Intelligence (GenAI) tools for trip planning, compared to other global markets.

According to a new report by Phocuswright, a travel industry research firm, when it comes to comfort level with using generative AI to help plan a trip, those most comfortable are more likely to be under 55 years in the US, Canada and the United Kingdom, or under 35 years in France, Germany and Spain. 

Notably, young Spaniards are by far the most likely to indicate comfort in incorporating AI into their travel planning process, with 33 pc of young travellers reporting GenAI use, followed by France at 22 pc.

The report, titled “GenAI and Emerging Tech Use Among Travellers,” highlights a significant rise in traveller awareness of GenAI technology.

Nearly half of travellers surveyed indicated they would be comfortable using a chatbot that interacts with them in natural language to gather preferences and offer personalised trip recommendations, the report says.

Eugene Ko

“The comfort level with GenAI for trip planning varies across age groups and regions, but it’s clear that Spain is leading the way in its adoption,” says Eugene Ko, Director of Marketing and Communications at Phocuswright. 

“We are excited to be hosting the Phocuswright Europe Conference in Barcelona, a dynamic city that is paving the way for the rest of the world in AI adoption. Young Spaniards stand out as demonstrably the most comfortable using AI to plan their travels, and it’ll be a key focus for us at the event to understand the drivers behind this,” Ko adds.

“The ability to use natural language sets GenAI applications up for high adoption. Travel brands should continue down the path toward integrating GenAI into the ways in which travel can be planned, booked and experienced. In doing so, they should make a concerted effort to ensure that all interactions are safe, private and as convenient as possible. Particular attention should be paid to strategies and tactics aimed at making the technologies seem ‘friendlier’ or less intimidating to those who have never tried them,” says Ko.