-
Solutions
-
Airlines
-
Airports
-
Border Authorities
-
Corporate Travel & Expense
-
Integrations
-
Travel Sellers
-
-
Payments & e-invoicing
-
Traveler behavior is changing at every touchpoint.Explore bold ideas, lead with cutting-edge tech, build powerful partnerships, and contribute to lasting impact.
Discover more
-
-
Support & Training
-
Already a customer?Log into Amadeus Service Hub for product news, learning materials, and customer support.
Login
-
-
-
Amadeus PartnersAt Amadeus, we value strong partnerships with different players across the travel ecosystem. Gain access to our solutions to develop your portfolio, reach new customers and add to your bottom line.
-
Landmark partnership between Amadeus and Google CloudLearn how this collaboration strengthens Amadeus' multi-cloud approach and AI innovation to improve efficiency, reliability and growth in travel.
Read more
-
-
Resources
-
Trending Topics
-
Connected journeys: How will technology transform travel in the next decade?From AI-driven planning and biometric check-ins to smarter disruption management.
Read the report -
Six travel trends that will redefine how we travel in 2026 and beyondAmadeus, in collaboration with Globetrender, unveils the tech, policy and innovation coming to transform the face of travel.
Discover now
-
-
Company
-
About Amadeus
-
Careers
-
-
Sustainability (ESG)
Learn how we’re working to make travel a force for good.
-
Amadeus Global Report 2024Get an overview of our company in 2024 from a business, financial and sustainability perspective.
Access report -
-
-
- Home
- News
- Press releases
- 58% of Spanish adults claim to have used Generative AI
Commissioned by Amadeus, the YouGov survey asks over 2000 Spanish adults about their experiences, concerns, and ideal use cases for Generative AI to improve their travel experience.
Results reveal that a human-centered approach is key to the successful adoption of Generative AI in the travel industry.
In just two years since the launch of OpenAI's ChatGPT, Generative Artificial Intelligence (Generative AI) has become a fundamental part of our everyday lives. This technology—which creates original text, images and other media based on prompts—has the potential to redefine how we experience many things in our lives, and travel is no exception. In Spain alone, Statista , the global data and business intelligence platform has projected the AI market size to grow annually by 28.46% between 2024 – 2030, resulting in a market volume of S$12.45bn.
But how do Spanish travelers really feel about the Generative AI-powered innovations emerging in the marketplace? How have they used it so far, what do they like, what are their concerns, and how would they like to use it in the future? This new Amadeus report, titled “How can AI make travel work better? A survey from the Spanish traveler’s perspective” , answers these questions to pave a path for the future of innovation in travel, making travel work better for everyone.
“As a leader in travel technology, Amadeus recognizes the immense potential of Generative AI to enhance the travel journey. Our commitment to advanced technologies positions us at the forefront of this evolution. But like everything that we do, we want to ensure that this technology puts travelers first. By understanding traveler perspectives, we can make sure that our use of Generative AI is geared to the successful growth and innovation of the travel sector.” Christian Boutin, Managing Director Spain and Portugal, Amadeus.
Key insights from the study include:
85% of 18 to 24-year-olds have used Generative AI, making them the most frequent users. 47% of them use it to explain topics they want to better understand.
58% of adults see real-time language translation as a beneficial use-case for Generative AI.
38% of adults expressed interest in using Generative AI to search for deals on flights, hotels and rental cars, 37% for in-destination activities and recommendations, and 34% for travel itinerary management.
Concerns around security and privacy were the top concern for 20% when it comes to using AI for trip planning, followed by a lack of a human perspective (17%)
How can AI make travel work better?
A survey from the Spanish traveler’s perspective
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2211 adults. Fieldwork was undertaken between 28th August - 5th September 2024. The survey was carried out online. The figures have been weighted and are representative of all Spain adults (aged 18+).
TO TOP