AI adoption soars but trust remains the missing piece according to Booking.com's AI study
Booking.com surveyed 37,000 people across 33 countries on AI. Here’s what the findings mean for travel marketing.
Artificial intelligence, especially generative AI, has gone mainstream faster than any previous technology and is reshaping industries from media to medicine. Booking.com’s Global AI Sentiment Report 2025 shows just how deeply consumers are engaging with AI and how skeptical they remain about trusting it.
The report, based on a survey of more than 37,000 people in 33 countries, finds that 91% of consumers are excited about AI, and 69% believe it makes life easier. But only 6% fully trust AI outputs, with most users still fact-checking results. In travel, AI is already playing a role in planning and booking trips, but lingering doubts about accuracy, bias, and ethics could slow adoption.
For travel marketers, the opportunity is clear. Audiences are ready to embrace AI-powered services, but brands that fail to address trust and transparency risk losing them to more open, customer-focused competitors.
Short on time?
Here’s a table of contents for quick access:
- How consumers feel about AI in 2025
- AI’s role in travel is growing fast
- Regional differences in AI adoption and trust
- What marketers should do now
Patrecia Meliana
How consumers feel about AI in 2025
Globally, 51% of people cite AI’s ability to save time as its biggest benefit, followed by making work more efficient (40%) and learning new things with ease (48%). Adoption is already widespread:
- 98% use AI-powered search engines
- 86% use AI-driven streaming recommendations
- 82% have used chatbots
However, consumers are split in sentiment. Half identify as AI advocates or enthusiasts, while 22% are skeptics or cautious users. Concerns include privacy (53%), bias and misuse (39%), and loss of human touch (35%).
Patrecia Meliana
AI's role in travel is growing fast
In travel, AI’s uptake is even stronger. 67% of travelers have used AI on a trip at least once, and more than 60% have used it to plan or book travel. Popular applications include finding cultural activities (37%), avoiding overcrowded destinations (71%), and discovering dining options (36%).
Interestingly, 86% of consumers are comfortable sharing personal data with AI in a travel context, a level of trust that surpasses recommendations from colleagues or influencers. But this optimism is tempered by concerns that AI could reinforce stereotypes, exclude budget travelers, or make services less inclusive.
Regional differences in AI adoption and trust
The report highlights a stark divide:
- LATAM and APAC consumers show the highest excitement and trust, integrating AI rapidly into daily routines.
- NORAM and EME consumers remain more skeptical, often questioning AI-generated information before acting on it.
In travel specifically, LATAM and APAC travelers are more likely to use AI for trip planning, in-trip navigation, and real-time updates. This suggests regional campaigns could lean harder into AI-enabled features.
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What marketers should do now
Travel marketers face a balancing act: embracing AI to deliver faster and more personalized experiences while ensuring transparency and human oversight. Here are three strategic priorities:
- Build trust into the product experience
Communicate openly about how AI is used, how data is handled, and where human review still plays a role. Consider offering “why this was recommended” explanations for AI-driven suggestions.
- Invest in personalization that feels human
Use AI to enhance, not replace, human interaction. For example, combine AI-driven trip recommendations with personalized follow-ups from real travel agents or concierges.
- Localize AI adoption strategies
In high-trust regions like LATAM and APAC, highlight cutting-edge AI features. In lower-trust regions like EME and NORAM, focus on safety, inclusivity, and clear opt-ins.
Bottom line: AI is transforming travel marketing, but winning with it will require more than just deploying new tools.
Booking.com’s research makes it clear that brands that build trust while delivering personalization will be the ones travelers choose in the AI-powered future.
