AI can plan the trip, but it cannot carry the cost of a bad booking. Credit: Koshiro K / Shutterstock
More holidaymakers are using artificial intelligence to find flights, hotels and Spain trip ideas in 2026. But travel data shows many still do not trust AI to book for them, and consumer rules, entry checks and refund conditions still need human verification before money changes hands.
How AI is slipping into the holiday planning stage before travellers book
Artificial intelligence is no longer just helping people write emails or summarise documents. It is now quietly shaping how many holidaymakers choose where to go, what to book and how much they think a trip should cost.
New travel data suggests the shift is accelerating. Adobe research cited by travel industry publication Skift found that traffic from AI sources to US travel websites rose sharply year-on-year in May 2026, with AI-referred visitors spending longer on travel sites and leaving less often than visitors from non-AI sources.
Google has also reported a surge in travel-related AI searches this year, including major growth in searches for “AI travel assistant”, “AI concierge” and “AI flight booking”.
For many travellers planning trips across Europe, AI is increasingly becoming the first filter. It may suggest the destination, compare hotels, build the itinerary, estimate a budget and point people towards a booking site before they have checked the details themselves.
Why a quick AI answer can still miss the rule that ruins a trip
The appeal is obvious. Planning a holiday can involve dozens of tabs, price checks, review sites, airline pages, hotel conditions, maps and restaurant lists. An AI tool can make that feel simpler in seconds.
The problem is that travel is full of small details that change the outcome.
A hotel may look perfect until the cancellation terms are checked. A cheap flight may become less useful once baggage, seat selection, arrival time or transfer costs are added. A route suggested by AI may not reflect a strike, a seasonal closure, a local transport gap or a change in entry requirements.
This is where AI can be useful, but risky. It can point travellers towards the right topic, but the final check should be made with official government, airline, airport or consumer rights sources.
How travellers are using AI for ideas but still want trusted booking support
The trust gap is already visible.
Expedia Group research published in April 2026 found that travellers are increasingly open to AI for inspiration, price monitoring and itinerary building. But the same survey found that most still prefer booking with trusted travel brands rather than handing the purchase to an AI chatbot or agent.
The hesitation is normal. Travel is expensive, time-sensitive and emotionally loaded. If a hotel is wrong, a flight is missed, a refund is refused or the wrong entry rule is followed, the cost is not only financial. It can mean ruined family plans, lost annual leave, unexpected overnight stays or a stressful airport argument.
ABTA, the UK travel association, has also reported that the use of AI for holiday inspiration doubled in its 2025 Holiday Habits research, although traditional internet searches and recommendations from friends and family remained far more common.
For travel companies, AI visibility is now becoming a commercial battle.
How Spain travellers can use AI without handing over the whole holiday
AI can still be a useful planning assistant, especially for comparing neighbourhoods, building rough itineraries, estimating journey times, translating local information or finding overlooked destinations.
A safer approach is to use it early, not blindly at the point of purchase.
Travellers should check the final price directly with the airline, hotel, tour operator or trusted booking platform. Cancellation rules, baggage charges, room type, airport transfers, local taxes, insurance cover and refund rights should be read before payment. These all things that AI may not be able to accurately search for you.
Why the best holiday deal still needs a human check
AI is likely to become a normal part of holiday planning, especially for people trying to save time and money during peak months. It may help travellers find better options faster, but it does not remove the need to verify the booking.
Let AI suggest, compare and organise, but do not let it be the only source before paying.
Before booking a Spain or Europe trip this summer, travellers should double-check official entry rules, airline conditions, accommodation terms, refund rights and reviews from recent guests. A chatbot can make holiday planning feel easier, but the person travelling is still the one who should have the final say.
