Booking.com shares global AI trends–what travellers really think

Booking.com released its Global AI Sentiment Report on Wednesday (July 23), tapping into the views of over 37,000 consumers across 33 countries to find out how everyday people are using, feeling about, and trusting artificial intelligence (AI)—especially when it comes to travel.

The report shows Canadians are especially curious:

• 81% are excited about AI
• 71% say they’re familiar with it
• 78% are interested in using it for future travel

But around the world, reactions vary—some are ready to dive in, while others are still a bit hesitant. It’s a clear reminder that trust matters just as much as innovation.

READ MORE: How will AI change the travel industry & help travel advisors? Experts weigh in

The study was conducted via an online questionnaire between April and May 2025, gathering responses from 37,325 people across 33 markets (1,007 were from Canada).

How are people using AI for travel?

AI is quickly becoming part of the travel experience, the company’s study says.

In Canada, 61 per cent of people believe AI-powered trip planning will be the norm before long.

READ MORE: How four travel pros are using AI to improve their operations & save time

Nearly half (48%) have already used it for travel in some way—mostly for planning or booking (96%), or while actually on their trip (93%).

When it comes to trip planning, Canadians are turning to AI to:

• Find the best times and places to visit (39%)
• Discover cultural experiences (34%)
• Get restaurant tips (35%)

Interestingly, more people now trust AI assistants (17%) to help them plan than coworkers (13%) or influencers (9%), the study says.

According to respondents, while travelling, AI is especially helpful for:

• Translating languages (54%)
• Recommending things to do (40%)
• Suggesting where to eat (38%)
• Navigating cities and transport (37%)

After the trip? AI is most commonly used to touch up travel photos—32 per cent of Canadians say it’s their go-to tool for editing memories.

But it’s not just about convenience. Over half of Canadian travelers (54%) say AI makes travel easier, and many (61%) like how it can help them avoid busy tourist spots or peak times. A growing number (52%) also want AI to point them toward experiences that support local communities.

AI as a helper, not the boss

AI is everywhere now—from search engines and streaming platforms to generative tools like chatbots. In Canada:

• 97% use AI-powered search
• 86% get personalized content recommendations
• 61% have tried out generative AI tools

Still, most people want a human touch. Almost half (47%) say AI feels impersonal. Even when they trust the technology, many double-check the results: 43% always fact-check, and 21% sometimes do. Only 4% say they fully trust AI.

So, while AI is clearly useful, most travellers aren’t ready to hand over total control. Only seven per cent are comfortable with AI making decisions for them. Most prefer it as a smart assistant—not a replacement for human judgment, the study says.

Diverse sentiments around the world

The report segments global consumers into distinct groups based on their views on AI:

AI Enthusiasts (27%): Curious and hopeful about its potential

AI Advocates (5%): Actively promoting responsible AI adoption

AI Cautious (22%): Hesitant or concerned about AI’s direction

AI Skeptics (12%): Deeply wary of the technology

AI Detractors (42%): Resistant to using AI altogether

Even among those who are excited about AI (81%), concerns remain widespread.

Consumers see AI as a tool that can simplify life (55%), save time (47%), boost productivity (25%), and support learning (42%), but also recognize the need for thoughtful, ethical use.

Mapping the AI mindset: regional variations

Significant 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 and the Europe & Middle East region stand out as more cautious when it comes to AI, showing higher levels of skepticism and lower overall trust, the study says.

While 77% of people worldwide have at least some trust in AI, nearly one in four (23%) say they rarely or never trust the information it provides.

That number jumps in these two regions—32% in North America and 29% in Europe & the Middle East. People in these areas are also more likely to double-check what AI tells them, pointing to a strong desire for greater transparency and reassurance as AI becomes more integrated into daily life.

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