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Booking.com global AI sentiment report

  • Automatic
  • 23 July 2025
  • 1 minute read
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This article was written by Hospitality Today. Click here to read the original article

How travelers balance excitement and caution in embracing ai for trip planning

Jul 23, 2025

Booking.com’s new Global AI Sentiment Report reveals a strong mix of enthusiasm and wariness toward AI—especially in travel planning.

Key takeaways

  • Widespread excitement but low full trust: 91% of respondents are excited about AI and 79% are familiar with it, yet only 6% express full trust in AI systems.
  • Strong demand for collaborative AI tools: While 89% want AI in future travel planning, only 12% are comfortable with it making decisions independently.
  • AI assistants gaining credibility: 24% consider AI travel assistants a more trusted resource than travel bloggers (19%) or social media influencers (14%).
  • Regional divides in attitude: Latin America and Asia–Pacific show the highest excitement and familiarity with AI, while North America and Europe/Middle East display greater skepticism and distrust.
  • Fact-checking remains common: 42% always verify AI outputs and 29% sometimes do, reflecting cautious adoption habits.
  • AI as a travel companion, not a replacement: Consumers see AI aiding research (destinations, local activities, restaurants) and in-trip support (translation, navigation), but prefer human oversight—not autonomy—particularly in decisions.
  • Ethical and sustainable expectations: 71% want AI to guide them away from overcrowded tourist spots, and 60% expect recommendations that benefit local communities.

Get the full report at Booking.com

UKHospitality: Tube strikes ‘incredibly disappointing news’
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UKHospitality: Tube strikes ‘incredibly disappointing news’

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