At a time when artificial intelligence (AI) is rapidly expanding into every aspect of life, Booking.com has released its “Global AI Sentiment Report,” offering a worldwide view of how consumers use, trust, and perceive AI—especially in the realm of travel. The study was based on responses from over 37,000 travelers across 33 countries, highlighting significant regional differences as well as shared concerns.
High Interest, Mixed Feelings
The research reveals a high level of interest in AI: 91% of respondents say they are excited, and 89% want to incorporate AI into their future travel plans. However, the same percentage admit to having at least one concern about AI’s impact, indicating a balance between anticipation and skepticism.
Consumers fall into distinct categories:
36% are “AI Enthusiasts”, who see the technology’s potential positively
13% are “AI Advocates”, strong supporters of its adoption
13% are “AI Cautious”, careful and reserved
9% are “AI Skeptics”, who struggle to trust AI
25% are “AI Detractors”, who reject the technology entirely
Positive expectations are mainly linked to ease in daily life (69%), time savings (51%), increased productivity (40%), and educational opportunities (48%).
Regional Contrasts
Geography plays a key role.
In Latin America (98%) and the Asia-Pacific region, people are especially positive and familiar with AI. In contrast, North America and Europe/Middle East show more skepticism. Over 30% there say they don’t easily trust AI-generated information, and 42% always double-check facts from AI tools.
The top demand? Transparency and human presence, with many finding AI impersonal (35%) and only 6% trusting it completely.
AI’s Role in Travel
In tourism, AI is becoming an essential tool. Already, 67% have used AI for travel purposes, mainly for:
Researching destinations and best times to visit (38%)
Finding local experiences (37%)
Restaurant recommendations (36%)
Notably, AI assistants have surpassed influencers and colleagues as a source of travel advice: 24% trust AI assistants compared to 19% (influencers) and 14% (colleagues).
During travel, AI is primarily used for practical needs such as:
Translations (45%)
Navigation (40%)
Activities and food suggestions (40%)
After the trip, photo editing is the most common use of AI (38%).
Support, Not Replacement
Booking.com emphasizes that AI should support, not replace, human involvement. Only 12% of respondents feel comfortable with AI making decisions without human supervision. Meanwhile, 25% remain undecided and 10% are completely opposed.
The biggest opportunities for AI in tourism lie in:
Reducing planning stress
Avoiding over-tourism (71%)
Promoting sustainable experiences (60%)
Booking.com’s Role
According to the company’s Chief Business Officer, James Waters, Booking.com has been integrating AI tools for over a decade. As the technology evolves, the company aims to shape a more transparent and secure travel environment, focusing on building trust.
The study confirms that artificial intelligence is no longer a futuristic promise, but a real tool that’s transforming how we plan, experience, and remember our travels. The challenge for tech and tourism companies is to harness AI’s potential responsibly, in harmony with travelers’ values.
