Amsterdam, July 23, 2025 — Booking.com has released its Global AI Sentiment Report, revealing strong global excitement around artificial intelligence alongside deep concerns over trust, transparency and decision-making autonomy.
Based on insights from more than 37,000 consumers across 33 markets, the research shows that 91% of respondents are excited about AI, while 79% say they are familiar with the technology. Yet, despite this enthusiasm, trust remains limited—only 6% fully trust AI, and 91% report at least one concern about its broader implications.
High Interest, Low Trust
The report highlights a clear boundary in consumer comfort levels. While AI is widely used in daily life—ranging from search and streaming to generative tools—only 12% of consumers are comfortable with AI making decisions independently. Most prefer AI as a support system rather than a replacement for human judgment.
Concerns around impersonality, misinformation and lack of human oversight remain strong, with 42% of users always fact-checking AI outputs.
Regional Differences Shape AI Adoption
The Booking.com Global AI Sentiment Report reveals striking regional contrasts. Latin America (LATAM) leads globally, 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 education and transport.
In contrast, North America and Europe & the Middle East emerge as more cautious regions. Nearly one-third of consumers in these markets say they rarely or never trust AI-generated information, underscoring the need for transparency and reassurance.
AI’s Growing Role in Travel
AI is becoming central to the travel experience. Nearly two-thirds of consumers expect autonomous trip planning to go mainstream, and 67% have already used AI for travel-related activities.
Travelers increasingly rely on AI to research destinations, discover local experiences and find restaurants. Notably, AI assistants are now considered more trusted for travel planning (24%) than travel bloggers (19%) or social media influencers (14%).
During trips, AI is most commonly used for translation, navigation and activity recommendations, while post-trip usage is dominated by photo editing.
Responsible Innovation the Key Focus
Beyond convenience, travelers want AI to have a positive impact. 71% appreciate AI recommendations that help avoid overcrowded destinations, while 60% want AI to promote experiences that benefit local communities.
“Generative AI is reshaping how travelers interact with the world,” said James Waters, Chief Business Officer at Booking.com. “As expectations rise, building trust, transparency and safety will be just as important as technological advancement.”
With AI adoption accelerating across travel and everyday life, Booking.com says these insights will guide the responsible evolution of AI-powered travel experiences worldwide.
