Booking.com global AI sentiment report
How travelers balance excitement and caution in embracing ai for trip planning
Booking.com's new Global AI Sentiment Report reveals a strong mix of enthusiasm and wariness toward AI—especially in travel planning.
Key takeaways
- Widespread excitement but low full trust: 91% of respondents are excited about AI and 79% are familiar with it, yet only 6% express full trust in AI systems.
- Strong demand for collaborative AI tools: While 89% want AI in future travel planning, only 12% are comfortable with it making decisions independently.
- AI assistants gaining credibility: 24% consider AI travel assistants a more trusted resource than travel bloggers (19%) or social media influencers (14%).
- Regional divides in attitude: Latin America and Asia–Pacific show the highest excitement and familiarity with AI, while North America and Europe/Middle East display greater skepticism and distrust.
- Fact-checking remains common: 42% always verify AI outputs and 29% sometimes do, reflecting cautious adoption habits.
- AI as a travel companion, not a replacement: Consumers see AI aiding research (destinations, local activities, restaurants) and in-trip support (translation, navigation), but prefer human oversight—not autonomy—particularly in decisions.
- Ethical and sustainable expectations: 71% want AI to guide them away from overcrowded tourist spots, and 60% expect recommendations that benefit local communities.
Get the full report at Booking.com