Booking.com today released The Global AI Sentiment Report, which reveals that AI is now more trusted than social media influencers when it comes to travel recommendations.
The report draws on insights from over 37,000 consumers across 33 markets, including 1,000 in Australia, to explore how people use, trust, and respond 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 a 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:
- 78 per cent of Australians express excitement about AI
- 70 per cent are familiar with the technology
- 74 per cent 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 and Australian participants, reflecting diverse AI sentiment. One quarter of Australians (24 per cent) identify as AI Enthusiasts, intrigued by AI’s potential, while just 5 per cent are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (54 per cent), save time and effort (47 per cent), enhance productivity (24 per cent), and expand learning opportunities (42 per cent).
However, this excitement coexists with significant caution shared amongst the majority of Australians. Approximately 20 per cent classify themselves as AI Cautious, wary of AI’s development or use, and 15 per cent as AI Sceptics. Notably, almost half of Australians (45 per cent) identify as AI Detractors, signalling a meaningful segment resistant to AI adoption.
AI’s Advancing Role in Travel
AI is rapidly becoming a core part of the travel experience, with 61 per cent of Australians expecting autonomous trip planning to go mainstream in the near future. Half (50 per cent) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96 per cent) or while already on a trip (92 per cent). This reflects both the growing reliance on AI-powered tools and travellers’ openness to technology that enhances their journeys.
When planning a trip, Australian travellers most often use AI to research destinations and the best time to visit (39 per cent), find local experiences or cultural activities (34 per cent), and for restaurant recommendations (37 per cent). Notably, today, AI assistants are emerging as a more trusted source for planning travel (15 per cent) than colleagues (11 per cent) or influencers (9 per cent).
Once travelling, AI tools are most commonly used for translation capabilities (36 per cent), in-destination activity suggestions (38 per cent), restaurant recommendations (35 per cent), and navigating unfamiliar locations or transport systems (34 per cent). After returning home, the top AI use case is photo editing, cited by 33 per cent of travellers.
Beyond making travel easier and more efficient, a benefit the majority (53 per cent) of travellers recognise, there is also a strong desire for AI to serve as a force for good. Over half (58 per cent) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travellers are increasingly mindful of community impact, with 48% wanting AI to highlight experiences that positively benefit the local places they visit.
Mapping the AI Mindset: Regional Variations
Significant regional differences emerge in consumer attitudes toward AI. Globally, Latin America (LATAM) leads in enthusiasm and familiarity, with 98 per cent of respondents excited about AI and 89 per cent understanding how it works. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life-41 per cent use AI for education and the same share for transport.
However, Australia emerges within the region as a more sceptical adopter of the technology.
Globally, while 77 per cent have at least some trust in AI, over a third of Australians (36 per cent) rarely or never trust information generated by AI, reflecting distrust also felt across North America and Europe (32 per cent in NORAM and 29 per cent 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 Australian daily life, with 97 per cent using AI-powered search, 80 per cent using streaming recommendations, and 58 per cent engaging with generative AI tools. Yet, the lack of a human touch generates doubts, with 51 per cent finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 42 per cent always fact-check, and 18. per cent do so sometimes. Only 4 per cent of Australians fully trust AI.
This hesitation creates a clear boundary: most people are not ready to cede full decision-making to AI. Just 7 per cent feel comfortable with AI making decisions independently, while 24 per cent remain unsure, and 22 per cent 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.
Booking.com Regional Manager, Oceania Todd Lacey said: “We’re living through one of the most transformative technological shifts in history. AI is rapidly reshaping how we plan and experience our lives – from booking a trip to streamlining everyday routines. For businesses, it’s opening powerful new ways to anticipate and respond to customer needs.
“At Booking.com, we’ve always embraced innovation to make travel easier for everyone. As we enter this next chapter of AI, we’re excited by the opportunity to enhance every part of the customer journey – helping people spend less time planning, and more time exploring. But it’s not just about the tech. Building trust, being transparent, and prioritising safety are core to how we move forward – ensuring every advancement keeps travellers at the centre.”
