Enthusiasm Grows Amid Trust Concerns, Finds Booking.com Report

Booking.com’s latest report reveals global enthusiasm for AI in travel, tempered by concerns about trust and regional variations in attitudes.

• 91% of global respondents say they are excited about AI and 79% are familiar with the technology, though levels vary across regions.
• Despite widespread enthusiasm, only 6% fully trust AI and the majority (91%) have at least one concern about its implications.  
• Only 12% of consumers are comfortable with AI making decisions independently, highlighting a clear boundary when it comes to fully handing over control to automation.
• 89% of consumers want to use AI in future travel planning, with AI assistants (24%) now considered a more trusted source than travel bloggers (19%) or social media influencers (14%).

Today, Booking.com released The Global AI Sentiment Report, drawing on insights from over 37,000 consumers across 33 markets to explore how people are using, trusting, and responding to AI in everyday life and travel. As both the public and private sectors accelerate investments in AI, Booking.com, a leading digital travel platform that has integrated AI into its services for over a decade, is committed to shaping the future of travel technology in line with evolving consumer attitudes. 

With excitement around AI at a peak and innovation increasing at rapid pace, Booking.com is harnessing this momentum to redefine how people search for, book, and experience travel, advancing its mission to make it easier for everyone to experience the world. The report reveals a nuanced picture: 91% of consumers express excitement about AI, 79% are familiar with the technology, and 89% want to use AI in their future travel plans. Yet, there are significant regional differences: while some embrace AI’s potential, others approach it with caution, underscoring the need for responsible implementation that balances opportunity with consumer trust. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.

Sentiment Breakdown  

Booking.com’s new research identified clear cohorts among global consumers, reflecting diverse AI sentiment: over one-third (36%) identify as AI Enthusiasts, intrigued by AI’s potential, while 13% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (69%), save time and effort (51%), enhance productivity (40%), and expand learning opportunities (48%).

However, this excitement coexists with significant caution. While 91% express enthusiasm for AI, an equal proportion report at least one concern about its broader implications. Approximately 13% classify themselves as AI Cautious, wary of AI’s development or use, and 9% as AI Skeptics. Notably, one in four respondents (25%) identify as AI Detractors , signaling a meaningful segment resistant to AI adoption.

Mapping the AI Mindset: Regional VariationsSignificant regional differences emerge in consumer attitudes toward AI. Latin America (LATAM) leads globally in enthusiasm and familiarity, with 98% of respondents excited about AI and 89% understanding how it works. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life-41% use AI for education and the same share for transport.

North America (NORAM) and Europe & Middle East (EME), on the other hand, emerge as skeptical strongholds, approaching AI with more caution and distrust. Globally, while 77% have at least some trust in AI, nearly a quarter (23%) rarely or never trust information generated by it- with distrust highest in these two regions (32% in NORAM and 29% in EME). Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.

Assistance Over Autonomy 

AI has become deeply integrated into daily life, with 98% using AI-powered search, 86% using streaming recommendations, and 77% engaging with generative AI tools. Yet, the lack of a human touch generates doubts with 35% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 42% always fact-check, and 29% do so sometimes. Only 6% of consumers fully trust AI.

This hesitation creates a clear boundary: most people are not ready to cede full decision-making to AI. Just 12% feel comfortable with AI making decisions independently, while 25% remain unsure, and 10% feel very uncomfortable, refusing to trust AI without human approval. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.

AI’s Advancing Role in Travel 

AI is rapidly becoming a core part of the travel experience, with 65% of consumers expecting autonomous trip planning to go mainstream in the near future. Two in three (67%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (98%) or while already on a trip (96%). This reflects both the growing reliance on AI-powered tools and travelers’ openness to technology that enhances their journeys.

When planning a trip, travelers most often use AI to research destinations and the best time to visit (38%), find local experiences or cultural activities (37%), and get restaurant recommendations (36%). Notably, today, AI assistants are emerging as a more trusted source for planning travel (24%) than colleagues (19%) or influencers (14%).

Once in-trip, AI tools are most commonly used for translation capabilities (45%), in-destination activity suggestions (44%), restaurant recommendations (40%), and navigating unfamiliar locations or transport systems (40%). After returning home, the top AI use case is photo editing, cited by 38% of respondents.

Beyond making travel easier and more efficient, a benefit 66% of travelers recognize, there is also a strong desire for AI to serve as a force for good. The majority (71%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travelers are increasingly mindful of community impact, with 60% wanting AI to highlight experiences that positively benefit the local places they visit.

“Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them. As this technology matures, it’s not only transforming how companies like ours anticipate and meet evolving customer needs, it’s also raising the bar for what travelers expect from every interaction,” says James Waters, Chief Business Officer at Booking.com. 

“The opportunity ahead is tremendous. At Booking.com, we’ve long been at the forefront of AI innovation, integrating advanced machine learning to enhance the customer journey at every touchpoint. But as we enter this next phase, our responsibility goes beyond technology. Building trust, ensuring transparency, and prioritizing safety are critical as we guide travelers, and our industry, into the future.”

Booking.com’s The Global AI Sentiment Report can be accessed here.

Methodology:

This global quantitative research study was conducted via an online questionnaire between April and May 2025, gathering responses from 37,325 people across 33 markets. Argentina: 1012, Australia: 1013, Austria: 500, Belgium: 1000, Brazil: 2006, Canada: 1007, China: 2018, Colombia: 1023, Croatia: 509, Denmark: 508, France: 2031, Germany: 2033, Hong Kong: 1006, India: 2004, Ireland: 504, Israel: 505, Italy: 1000, Japan: 1029, Mexico: 2014, Netherlands: 1008, New Zealand: 1015, Portugal: 1013, Singapore: 1002, South Korea: 1006, Spain: 1006, Sweden: 502, Switzerland: 501, Taiwan: 1022, Thailand: 1002, UAE: 513, UK: 2005, USA: 2004, Vietnam: 1004. As a leading digital travel platform exploring the role of AI, Booking.com conducted this study to better understand how people around the world are using, trusting, and responding to AI in both everyday life and travel.