AI in Travel
Booking.com Releases The Global AI Sentiment Report
- 91% of global respondents say they are excited about AI and 79% are familiar with the technology, though levels vary across regions.
- Despite widespread enthusiasm, only 6% fully trust AI and the majority (91%) have at least one concern about its implications.
- Only 12% of consumers are comfortable with AI making decisions independently, highlighting a clear boundary when it comes to fully handing over control to automation.
- 89% of consumers want to use AI in future travel planning, with AI assistants (24%) now considered a more trusted source than travel bloggers (19%) or social media influencers (14%).
AMSTERDAM – 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: 91% of consumers express excitement about AI, 79% are familiar with the technology, and 89% 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, reflecting diverse AI sentiment: over one-third (36%) identify as AI Enthusiasts, intrigued by AI’s potential, while 13% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (69%), save time and effort (51%), enhance productivity (40%), and expand learning opportunities (48%).
However, this excitement coexists with significant caution. While 91% express enthusiasm for AI, an equal proportion report at least one concern about its broader implications. Approximately 13% classify themselves as AI Cautious, wary of AI’s development or use, and 9% as AI Skeptics. Notably, one in four respondents (25%) 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.
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 NORAM and 29% 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 daily life, with 98% using AI-powered search, 86% using streaming recommendations, and 77% engaging with generative AI tools. Yet, the lack of a human touch generates doubts with 35% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 42% always fact-check, and 29% do so sometimes. Only 6% of consumers fully trust AI.
This hesitation creates a clear boundary: most people are not ready to cede full decision-making to AI. Just 12% feel comfortable with AI making decisions independently, while 25% remain unsure, and 10% 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.
AI’s Advancing Role in Travel
AI is rapidly becoming a core part of the travel experience, with 65% of consumers expecting autonomous trip planning to go mainstream in the near future. Two in three (67%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (98%) or while already on a trip (96%). This reflects both the growing reliance on AI-powered tools and travelers’ openness to technology that enhances their journeys.
When planning a trip, travelers most often use AI to research destinations and the best time to visit (38%), find local experiences or cultural activities (37%), and get restaurant recommendations (36%). Notably, today, AI assistants are emerging as a more trusted source for planning travel (24%) than colleagues (19%) or influencers (14%).
Once in-trip, AI tools are most commonly used for translation capabilities (45%), in-destination activity suggestions (44%), restaurant recommendations (40%), and navigating unfamiliar locations or transport systems (40%). After returning home, the top AI use case is photo editing, cited by 38% of respondents.
Beyond making travel easier and more efficient, a benefit 66% of travelers recognize, there is also a strong desire for AI to serve as a force for good. The majority (71%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travelers are increasingly mindful of community impact, with 60% wanting AI to highlight experiences that positively benefit the local places they visit.
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 travelers expect from every interaction.
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 travelers, and our industry, into the future.
James Waters, Chief Business Officer at Booking.com
Booking.com’s The Global AI Sentiment Report can be accessed here.
Methodology:
This global quantitative research study was conducted via an online questionnaire between April and May 2025, gathering responses from 37,325 people across 33 markets. Argentina: 1012, Australia: 1013, Austria: 500, Belgium: 1000, Brazil: 2006, Canada: 1007, China: 2018, Colombia: 1023, Croatia: 509, Denmark: 508, France: 2031, Germany: 2033, Hong Kong: 1006, India: 2004, Ireland: 504, Israel: 505, Italy: 1000, Japan: 1029, Mexico: 2014, Netherlands: 1008, New Zealand: 1015, Portugal: 1013, Singapore: 1002, South Korea: 1006, Spain: 1006, Sweden: 502, Switzerland: 501, Taiwan: 1022, Thailand: 1002, UAE: 513, UK: 2005, USA: 2004, Vietnam: 1004. As a leading digital travel platform exploring the role of AI, Booking.com conducted this study to better understand how people around the world are using, trusting, and responding to AI in both everyday life and travel.
About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com. For more information, follow @bookingcom on social media or visit globalnews.booking.com.
Press Office Booking.com
+31 20 709 4743
Booking.com
AI in Travel
How many Aussies are using AI to plan travel, who’s utilising it & what exactly are they using it for?
Nearly a third of Aussies are now using artificial intelligence (AI) to help plan their holidays, according to new research from Compare the Market.
In a survey of over 1,000 Australian adults, three in ten (28.8%) respondents said they relied on AI tools to lock in travel deals, scout destinations and find activities.
More than one in ten (11.5%) are specifically using AI for destination recommendations – the most popular use of AI in travel – while a similar number (10.3%) are seeking out deals.
Meanwhile, nearly one in ten (9.4%) look for recreational activities and accommodation, while one in 11 (9%) use AI to create itineraries, and nearly the same number (8.2%) search for flights and transport. A small percentage (3.2%) use AI to understand currency conversion.
“Australians love a good holiday and have never been afraid to ask for help when planning the perfect getaway,” Compare the Market’s Chris Ford says.
“Our latest data highlights a shift in the way travellers are approaching their planning, with convenience, personalisation and speed driving the adoption of innovative AI tools.”
When it comes to who’s using the technology, the survey reveals a clear generational divide.
The study found that, unsurprisingly, Gen Z and Millennials are the most likely to engage with AI when planning a trip.
On the other hand, the vast majority (93%) of Baby Boomers and three-quarters (76%) of Gen Xers said they’ve never used AI tools to help book a holiday.
Interestingly, Gen Z and Gen X lean on AI for destination recommendations, Millennials for recreational activities, and Baby Boomers primarily for accommodation.
Advice, but not an advisor
While AI adoption isn’t surprising, Ford cautions that it should be treated as a tool, not a travel agent – and travellers should always sense-check recommendations.
“It’s likely that travellers are using these tools in addition to chatting with travel agents, conducting desktop research or seeking ideas and inspiration from social media,” he notes.
Despite being a “great starting point” in the overall journey, Ford says that it’s important to “always ensure you’re crossing your ‘t’s and dotting your ‘I’s” when using AI.
“Many of these tools and services are still in their infancy stage and may not be 100% accurate, so do your own research to ensure you’re equipped with the right tools and information for your trip,” he states.
“The last thing we want to see is anyone getting themselves into a potentially dangerous or unsafe situation based on the recommendations from AI.”
With this in mind, Ford also reminds travellers not to overlook insurance.
“Travel insurance is designed to protect you against unexpected events when you’re travelling domestically or internationally and AI may not be forthcoming with these types of incidents,” he says.
“The type of cover offered by insurers can vary, but consider policies that cover scenarios for the kind of holiday you’re booking.”
Where AI “falls short”
Karryon Features Editor Gaya Avery says while AI handles bookings, great travel agents go further — acting as trusted advisors, curators and problem-solvers.
“They don’t just book travel – they shape it, tailoring experiences to each client’s needs. That’s where artificial intelligence falls short,” she said.
“Travel professionals provide value: personalised service, insider knowledge and human connections that AI simply can’t replicate.”
So does high AI uptake mark the death of the travel agent? Get Gaya’s take on the technology from earlier this year here.
According to a research report published by Spherical Insights & Consulting, The Global AI in Tourism Market Size is expected to Grow from USD 2.98 Billion in 2024 to USD 27.89 Billion by 2035, at a CAGR of 22.54% during the forecast period 2025-2035.
The AI in Tourism global market research studies offer an in-depth analysis of current industry trends, development models, and methodology. Production processes, development platforms, and the actual product models are some of the variables that have a direct impact on the market. The aforementioned characteristics can drastically vary in response to even minor changes in the product profile. The study provides a thorough explanation of each of these elements of Information & Technology.
Request To Download Free Sample copy of the report @ https://www.sphericalinsights.com/request-sample/12740
Market Overview
The AI in tourism market focuses on enhancing customer satisfaction and creating more personalized, seamless travel experiences through the use of advanced technologies. By integrating artificial intelligence into the travel industry-such as virtual tour guides, AI-powered chatbots, and tailored recommendations-businesses can better meet individual traveler needs, leading to increased customer engagement, loyalty, and overall satisfaction. Market growth is largely driven by the push for improved operational efficiency and traveler safety. A notable example is Thailand’s real-time AI travel assistant, Sukjai, which demonstrates how AI can enhance visitor experiences while supporting local digital transformation. Additionally, businesses are leveraging big data, predictive analytics, and logistics optimization to streamline travel, minimize disruptions, and improve service delivery. AI-powered safety tools further contribute to a secure and informed travel experience. Despite these benefits, the high costs associated with AI implementation remain a significant barrier to widespread adoption.
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The solution segment held the largest share in 2024 and is anticipated to grow at a significant CAGR during the forecast period.
Based on the offering, the AI in tourism market is classified into solution and services. Among these, the solution segment held the largest share in 2024 and is anticipated to grow at a significant CAGR during the forecast period. The segmental growth can be attributed to the rising need for intelligent automation and real-time information. Efficiency and user experience are improved by integration with mobile apps and reservation systems. This market is expanding steadily as the sector adopts smart technology.
The transportation & mobility services segment accounted for the largest share in 2024 and is estimated to grow at a remarkable CAGR during the forecast period.
Based on the end use, the AI in tourism market is categorized into transportation & mobility services, travel technology platforms & solution providers, accommodation & hospitality providers, and tourism experience & attraction operators. Among these, the transportation & mobility services segment accounted for the largest share in 2024 and is estimated to grow at a remarkable CAGR during the forecast period. The segmental growth can be attributed to the real-time trip information, predictive maintenance, and dynamic pricing that are just a few of the ways AI is transforming transportation. AI is being used by airlines, railways, and ride-sharing businesses to improve passenger experience and efficiency. Investments in AI-powered transportation systems are being driven by the growing desire for smooth, connected mobility.
North America is expected to hold the majority share of the global AI in tourism market during the projected timeframe.
North America is expected to hold the majority share of the global AI in tourism market during the projected timeframe. This is attributed to an increasing need for customized travel services and efficient operational tools. Large travel and hospitality companies are investing in AI-driven solutions to improve booking experiences, customer engagement, and predictive analytics. Real-time language translation, facial recognition at airports, and AI-based chatbots are all becoming more prevalent in the area’s tourism-related enterprises. Additionally, supporting this trend is the growing use of AI in transportation management, particularly in tourist-heavy cities.
Asia Pacific is anticipated to grow at the fastest pace in the global AI in tourism market during the forecast period. The growth is expanded by the robust government initiatives and digital uptake. Travel experiences and personalization are being transformed by AI-powered super-apps and smart tourism tools. Building cutting-edge AI ecosystems for the travel and tourism sector is a major responsibility of regional tech companies.
List of Key Companies
• Amazon Web Services, Inc.
• Snowflake Inc.
• Appier Inc.
• SAS Institute Inc.
• Huawei Technologies Co., Ltd.
• Salesforce, Inc.
• IBM Corporation
• Sabre Corporation
• Microsoft
• NVIDIA Corporation
• Others.
Market Challenges
1. High Implementation Costs: Developing and integrating AI technologies-such as machine learning platforms, virtual assistants, and predictive analytics-require substantial investment, which can be a major barrier for small and medium-sized travel businesses.
2. Data Privacy and Security Concerns: The use of AI relies heavily on collecting and processing personal data. Ensuring compliance with data protection regulations like GDPR and maintaining user trust remains a significant challenge.
3. Lack of Technical Expertise: Many tourism companies face a shortage of skilled professionals who can develop, maintain, and operate AI systems effectively.
4. Limited Infrastructure in Emerging Markets: In many developing regions, the digital infrastructure required to support AI applications is still underdeveloped, limiting the market’s growth potential.
5. Resistance to Technological Adoption: Some traditional travel businesses and consumers may be hesitant to adopt AI-driven solutions due to unfamiliarity or fear of automation replacing human interaction.
6. Integration with Legacy Systems: Existing travel platforms and systems may not be compatible with modern AI technologies, making integration complex and costly.
7. Ethical and Bias Issues: AI systems may unintentionally incorporate biases or make decisions that lack transparency, leading to fairness concerns in customer service and recommendation systems.
Research Objectives
1. To analyze the impact of AI technologies on enhancing customer experience, personalization, and operational efficiency in the tourism industry.
2. To identify key drivers, restraints, and opportunities influencing the adoption of AI-based solutions across various segments of the travel and tourism sector.
3. To evaluate the role of AI in improving safety, real-time assistance, and digital transformation in both developed and emerging tourism markets.
Key Recent Development
• In March 2025, LG Uplus, a South Korean telecommunications and technology company, teamed with Amazon Web Services to accelerate AI transformation in Korea through the development of a sovereign cloud, AI platforms, and consultancy services. The alliance aims to accelerate AI adoption for organizations, improve customer service skills, and increase data security and sovereignty.
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Market Segment
This study forecasts revenue at global, regional, and country levels from 2020 to 2035. Spherical Insights has segmented the AI in tourism market based on the below-mentioned segments:
Global AI in Tourism Market, By Offering
• Solution
• Services
Global AI in Tourism Market, By End Use
• Transportation & Mobility Services
• Travel Technology Platforms & Solution Providers
• Accommodation & Hospitality Providers
• Tourism Experience & Attraction Operators
Regional Segment Analysis of the AI in Tourism Market
• North America (U.S., Canada, Mexico)
• Europe (Germany, France, U.K., Italy, Spain, Rest of Europe)
• Asia-Pacific (China, Japan, India, Rest of APAC)
• South America (Brazil and the Rest of South America)
• The Middle East and Africa (UAE, South Africa, Rest of MEA)
What’s covered in the report?
1. Overview of the AI in Tourism Market.
2. The current and forecasted regional (North America, Europe, Asia-Pacific, Latin America, the Middle East and Africa) market size data for the AI in Tourism Market, based on segment.
3. AI in Tourism Market trends.
4. AI in Tourism Market drivers.
5. Analysis of major company profiles.
FIVE FORCES ANALYSIS
1. Competitive Rivalry – High
The market is becoming increasingly competitive as major travel companies, tech startups, and AI solution providers invest in innovation. Continuous upgrades and rapid adoption of AI tools increase pressure to stay ahead.
2. Threat of New Entrants – Moderate
While the AI in tourism market is attractive, high capital investment, technological complexity, and the need for industry-specific expertise act as barriers. However, growing demand and cloud-based solutions are lowering entry barriers over time.
3. Bargaining Power of Suppliers – Moderate
AI technology suppliers (software developers, data providers, cloud services) hold moderate power. As demand for cutting-edge AI tools rises, so does the influence of specialized AI providers, though competition among them keeps prices somewhat controlled.
4. Bargaining Power of Buyers – High
Customers-both businesses and travelers-have many options to choose from. They expect high personalization, security, and real-time responsiveness. Their power increases as switching between platforms becomes easier.
5. Threat of Substitutes – Moderate to High
Traditional tourism services, human-guided tours, and non-AI-based platforms still serve as alternatives. If AI solutions fail to deliver superior value, users may revert to more familiar or trusted methods.
PESTLE ANALYSIS
• Political: Government support for digital transformation and smart tourism initiatives boosts AI adoption.
• Economic: High initial costs may limit adoption, but long-term savings and efficiency drive ROI.
• Social: Growing demand for personalized, tech-enabled travel experiences fuels market growth.
• Technological: Rapid advancements in AI, big data, and machine learning are key enablers.
• Legal: Data privacy laws and AI usage regulations challenge implementation across regions.
• Environmental: AI can optimize travel logistics and reduce carbon footprints, supporting sustainable tourism.
Table of Content (TOC)
• Introduction
1. Objectives of the Study
2. Market Definition
3. Research Scope
• Research Methodology and Assumptions
• Executive Summary
• Premium Insights
1. Porter’s Five Forces Analysis
2. Value Chain Analysis
3. Top Investment Pockets
1. Market Attractiveness Analysis By Product Type
2. Market Attractiveness Analysis By Type
3. Market Attractiveness Analysis By Segment Type
4. Market Attractiveness Analysis By Region
4. Industry Trends
• Market Dynamics
1. Market Evaluation
2. Drivers
1. Increasing development in sector
3. Restraints
4. Opportunities
5. Challenges
• Global AI in Tourism Market Analysis and Projection, By Product Type
• Global AI in Tourism Market Analysis and Projection, By Type
• Global AI in Tourism Market Analysis and Projection, By Segment Type
• Global AI in Tourism Market Analysis and Projection, By Regional Analysis
1. Segment Overview
2. North America
1. U.S.
2. Canada
3. Mexico
3. Europe
1. Germany
2. France
3. U.K.
4. Italy
5. Spain
4. Asia-Pacific
1. Japan
2. China
3. India
5. South America
1. Brazil
6. Middle East and Africa
1. UAE
2. South Africa
• Global AI in Tourism Market -Competitive Landscape
1. Overview
1. Market Share of Key Players in the Global AI in Tourism Market
2. Global Company Market Share
3. North America Company Market Share
4. Europe Company Market Share
5. APAC Company Market Share
2. Competitive Situations and Trends
1. Coverage Launches and Developments
2. Partnerships, Collaborations, and Agreements
3. Mergers & Acquisitions
4. Expansions
• Company Profiles
1. Company1
1. Business Overview
2. Company Snapshot
3. Company Market Share Analysis
4. Company Coverage Portfolio
5. Recent Developments
6. SWOT Analysis
2. Company2
1. Business Overview
2. Company Snapshot
3. Company Market Share Analysis
4. Company Coverage Portfolio
5. Recent Developments
6. SWOT Analysis
3. Company3
1. Business Overview
2. Company Snapshot
3. Company Market Share Analysis
4. Company Coverage Portfolio
5. Recent Developments
6. SWOT Analysis
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About the Spherical Insights & Consulting
Spherical Insights & Consulting is a market research and consulting firm which provides actionable market research study, quantitative forecasting and trends analysis provides forward-looking insight especially designed for decision makers and aids ROI.
Which is catering to different industry such as financial sectors, industrial sectors, government organizations, universities, non-profits and corporations. The company’s mission is to work with businesses to achieve business objectives and maintain strategic improvements.
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This release was published on openPR.
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