Booking.com unveils its Global AI Sentiment Report

High interest, low trust

Globally, 91% of respondents to booking.com survey said they are excited about Artificial Intelligence. 89% expressed interest in using AI tools for future travel planning. However, only 6% reported fully trusting AI. 42% declared to always fact-check AI outputs, while 29% do so sometimes. Just 12% feel comfortable with AI making decisions without human input, and 10% are strongly opposed to it. Most consumers appear to value AI more as a support tool than a replacement for human judgment.

Booking.com report categorizes consumers into distinct groups: 36% are “AI Enthusiasts” intrigued by the technology’s potential, 13% are “AI Advocates” who champion its responsible adoption.

However, this excitement coexists also with significant caution. While 25% are “AI Detractors,” showing active resistance. Another 13% are “AI Cautious,” expressing reservations about its growing influence.

While 91% acknowledge at least one benefit—such as time-saving (51%), improved productivity (40%), or learning support (48%)—an equal percentage also reported at least one concern.

Regional gaps in trust and AI recognition

Regional variation reshapes Artificial Intelligence perception from one continent to another. Latin America (LATAM) leads in AI positivity, with 98% of respondents excited about the technology and 89% saying they understand how it works. Asia-Pacific (ASPAC) follows closely with 95% in excitement feeling and 82% being familiar with IA. ASPAC users have a widespread daily integration of AI, especially in transport and education.

Globally, while 77% have at least some trust in AI, nearly a quarter (23%) rarely or never trust information generated by it. It is particularly high in North America (NORAM) and Europe & the Middle East (EME). The two regions show higher distrust with 32% and 29% of respondents respectively feeling cautious at AI-generated information. Consumers here are highlighting a broader demand for transparency and reassurance as adoption grows.

In the travel sector, AI is already widely used. Two-thirds of respondents have relied on AI for trip planning, booking, or in-destination assistance. Travelers primarily use AI to research destinations (38%), find cultural experiences (37%), and get restaurant tips (36%). Once on the ground, translation tools (45%) and navigation help (40%) are the most common applications. Photo editing tops AI usage post-trip.

The report also highlights growing demand for ethical AI. A majority of travelers (71%) value tools that help avoid crowds, and 60% want Artificial Intelligence to prioritize experiences that support local communities.

“Generative AI represents one of the most significant technological shifts of our era. It fundamentally reshapes how consumers engage with the world around them, ” says James Waters, Chief Business Officer at Booking.com. “But beyond innovation, our focus must be on transparency, trust, and responsibility as we move into the next chapter of travel technology.”