-
78% of Canadian consumers want to use AI in future travel planning, with AI assistants (17%) now considered a more trusted source than travel bloggers (15%) or social media influencers (9%).
-
Despite widespread enthusiasm, only 4% fully trust AI and the majority (93%) have at least one concern about its implications.
TORONTO – July 23, 2025 – 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: 81% of Canadian consumers express excitement about AI, 71% are familiar with the technology, and 78% want to use AI in their future travel plans. Yet, there are significant regional differences globally: 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.
AI’s Advancing Role in Travel
AI is rapidly becoming a core part of the travel experience, with 61% of Canadian consumers expecting autonomous trip planning to go mainstream in the near future. Roughly half (48%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96%) or while already on a trip (93%). This reflects both the growing reliance on AI-powered tools and travellers’ openness to technology that enhances their journeys.
When planning a trip, Canadian travellers most often use AI to research destinations and the best time to visit (39%), find local experiences or cultural activities (34%), and get restaurant recommendations (35%). Notably, today, AI assistants are emerging as a more trusted source for planning travel (17%) than colleagues (13%) or influencers (9%).
Once in-trip, AI tools are most commonly used for translation capabilities (54%), in-destination activity suggestions (40%), restaurant recommendations (38%), and navigating unfamiliar locations or transport systems (37%). After returning home, the top AI use case is photo editing, cited by 32% of respondents.
Beyond making travel easier and more efficient, a benefit 54% of Canadian travellers recognize, there is also a strong desire for AI to serve as a force for good. The majority (61%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travellers are increasingly mindful of community impact, with 52% wanting AI to highlight experiences that positively benefit the local places they visit.
Assistance Over Autonomy
AI has become deeply integrated into daily life, with 97% of Canadian respondents using AI-powered search, 86% using streaming recommendations, and 61% engaging with generative AI tools. Yet, the lack of a human touch generates doubts with 47% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 43% always fact-check, and 21% do so sometimes. Only 4% of Canadian consumers fully trust AI.
This hesitation creates a clear boundary: most people are not ready to cede full decision-making to AI. Just 7% feel comfortable with AI making decisions independently, while 25% remain unsure, and 19% 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.
Sentiment Breakdown
Booking.com’s new research identified clear cohorts among global consumers, reflecting diverse AI sentiment: a quarter (27%) identify as AI Enthusiasts, intrigued by AI’s potential, while 5% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (55%), save time and effort (47%), enhance productivity (25%), and expand learning opportunities (42%).
However, this excitement coexists with significant caution. While 81% express enthusiasm for AI, an equal proportion report at least one concern about its broader implications. Approximately 22% classify themselves as AI Cautious, wary of AI’s development or use, and 12% as AI Skeptics. Notably, one in four respondents (42%) identify as AI Detractors, signaling a meaningful segment resistant to AI adoption.
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.
|
Latin America
|
Asia Pacific
|
Europe & Middle East
|
North America
|
|
Respondents who feel excited by AI and its opportunities
|
98%
|
95%
|
86%
|
81%
|
|
Respondents who are familiar with AI and how it works
|
89%
|
82%
|
74%
|
74%
|
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 North America and 29% in Europe & Middle East). Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.
|
North America
|
Europe & Middle East
|
Asia Pacific
|
Latin America
|
|
Respondents who feel distrust towards information generated by AI
|
32%
|
29%
|
16%
|
15%
|
“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 travellers 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 travellers, and our industry, into the future.”
