The global tourism sector is undergoing a rapid evolution, driven by increasingly tech-savvy travelers and the growing influence of artificial intelligence. A new report from Amadeus highlights a fundamental shift in how vacations are planned and experienced, with personalized itineraries and immersive experiences taking precedence.Industry leaders are now emphasizing the critical need for destinations and businesses to prioritize a strong AI presence and high-quality digital content to remain competitive in this changing landscape.
By David Del Valle
Published December 12, 2025 – 2:38 PM UTC+1
Travel planning is increasingly leveraging a blend of technological agility and human authenticity, as more individuals turn to diverse platforms to craft their ideal trips. This is a key finding from Amadeus’ Travel Trends 2026 report, signaling a shift in how consumers approach travel arrangements.
Today’s hyper-connected travelers are prioritizing personalized experiences, seeking relevant information to inform their decisions before even arriving at their destination. They are turning to online communities like Reddit and video platforms like YouTube, as well as utilizing artificial intelligence (AI) tools to design their vacations.
The Importance of AI Presence
“If you don’t exist in AI, they won’t find you or recommend you,” explained Miguel Sanz, Director General of Turespaña, which, alongside SEGITTUR, promotes a technological tourism platform to showcase Spain as a destination. He emphasized that simply having an online presence is no longer sufficient; a robust information hub recognized by AI as relevant is crucial. According to Sanz, AI represents “a new turning point” in the evolution of the internet, significantly impacting both tourism businesses and distribution channels.
Patrick Torrent, Executive Director of the Catalan Tourism Agency and Chair of UN Tourism’s Affiliate Members, stressed the importance of “managing valuable content” rather than simply managing channels. Prioritizing high-quality, authoritative content is key to appearing in search results and establishing credibility.
Torrent advocates for a more sustainable tourism model that focuses on local residents and attracts conscientious travelers. “Previously, the goal was to attract visitors from other markets,” he said, adding, “Today, we must segment differently. We need to attract the traveler who can establish an emotional connection with the destination, who comes more as a temporary resident to build stronger communities.”
Standing Out From the Crowd
High-quality digital content is essential for effective segmentation and positioning. Martin Nydegger, Director General of Switzerland Tourism, advocates for differentiation as a means of standing out in a crowded marketplace. “We all look alike. Our cities look alike, and we must make an effort to differentiate ourselves because not everyone can be our client. We need to be bolder in how we position ourselves.”
Nydegger recommends avoiding seasonality in destination promotion to mitigate its influence. “We are open twelve months a year,” he concluded.
The hospitality sector is also pursuing this collaborative approach within the broader tourism ecosystem. Benoit Racle, President of Premium Brands at Accor, believes that all industry stakeholders should work together to deliver comprehensive experiences to travelers.
“We are facing a mindset shift that is transforming the way we operate,” he explained. “A new generation of travelers is looking for more than just a hotel; they want a connected experience that is integrated into a holistic travel journey. That’s why we need to tell compelling stories that make the customer see the hotel as part of a larger whole.”
The Rise of Experiential Travel
Currently, one in four travelers in Spain utilizes AI to plan their vacation itineraries. “There is still a long way to go. New technologies not only improve content, they make it more relevant,” stated Juan Jesús García, Head of Industry Affairs for Europe at Amadeus IT Group.
“Travelers are no longer consuming trips; they are consuming experiences,” Miguel Sanz, Director General of Turespaña, observed, citing major concerts by international artists like Taylor Swift as an example. “People come from all over the world to consume the experience. It’s no longer just about traveling to discover a place, although that’s still true, but primarily about living an experience.” Sanz believes the key lies in digitizing the entire offering and distributing high-quality content, otherwise “the future of tourism will be compromised.”
