Latest Booking.com research report reveals excitement, hesitation, and regional contrasts shaping Asia Pacific consumer attitudes towards Artificial Intelligence.
Booking.com released its first Global AI Sentiment Report, drawing insights from over 37,000 consumers across 33 markets globally to explore how people are using, trusting, and responding to AI in everyday life and travel.
Here are some key highlights:
- 95% of APAC respondents say they are excited about AI and 82% are familiar with the technology, though levels vary across regions
- Despite widespread enthusiasm, the majority (91%) have at least one concern about its implications
- Only 8% of APAC consumers fully trust AI and 16% are comfortable with it making decisions independently, highlighting a clear boundary when it comes to fully handing over control to automation
- 93% of APAC consumers want to use AI in future travel planning, with AI assistants (30%) now trusted as much as travel bloggers (30%)–and even more than social media influencers (21%)
For over a decade, AI and machine learning have played a key role in driving more relevant experiences for Booking.com travelers and partners. With excitement around AI continuing to grow and innovation increasing at rapid pace, Booking.com is harnessing this momentum to lead and redefine how people search for, book, and experience travel, and remain committed to our mission to make it easier for everyone to experience the world.
Key insights from the study were unveiled during Booking.com’s Trust Summit 2025, held in Singapore on 24 July 2025. The event marked the launch of the company’s inaugural global AI study, which delves into consumer excitement, concerns, and the regional differences shaping attitudes toward AI.
The findings reveal a nuanced picture about APAC consumers: 95% express excitement about AI, 82% are familiar with the technology, and 93% want to use AI in their future travel plans. Zooming out of APAC, 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 5 clear cohorts among APAC consumers, reflecting diverse AI sentiment: 41% identify as AI Enthusiasts, intrigued by AI’s potential, while 15% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (78%), save time and effort (57%), enhance productivity (49%), and expand learning opportunities (53%).
However, this excitement coexists with significant caution. About 8% classify themselves as AI Cautious, wary of AI’s development or use, and 6% as AI Skeptics. Notably, one in four respondents (16%) identify as AI Detractors, signaling a meaningful segment resistant to AI adoption.
Mapping the AI mindset: Regional variations
Across regions, consumer sentiment toward AI varies widely. LATAM leads in enthusiasm (98%) and understanding (89%), while APAC shows strong adoption in daily life, especially in education and transport (41%). In contrast, NORAM and EME remain more cautious, with distrust in AI-generated information highest in these regions (32% and 29% respectively).
Assistance over autonomy
Despite widespread use—98% use AI-powered search and 83% engage with generative tools—trust remains limited. Only 8% fully trust AI, and just 16% are comfortable with it making decisions independently. Most prefer AI as a supportive tool rather than an autonomous decision-maker.
From left: Laura Houldsworth, Managing Director of Asia Pacific, Booking.com | Marnie Wilking, Chief Security Officer, Booking.com | Cheryl Guzman Ng, Senior Vice President for Marketing & Strategic Partnerships, Alpha JWC Ventures | Mary Li, Founder & CEO, Atlas | Kung Teong Wah, General Manager, Parkroyal Collection Pickering Singapore | Jordan Tan, Chief Technology Officer, Singapore Tourism Board
AI’s advancing role in travel
Travel is a key area of AI adoption. 75% of global travellers have used AI in planning or during trips, with APAC consumers particularly open to autonomous trip planning (67%). AI is most often used for researching destinations, translation, and navigating transport systems, with growing trust in AI assistants over influencers or peers. There’s also rising demand for AI to support responsible travel, from avoiding crowds to highlighting community-benefiting experiences.
“Generative AI represents one of the most significant technological shifts of our era, opening up new possibilities across industries, including travel. At Booking.com, we’ve been at the forefront of AI innovation for a decade, integrating machine learning and AI to enhance the customer journey at every touchpoint, simplify complexity, inspire curiosity and empower people to shape journeys that feel truly personal. As travellers across APAC look for deeper meaning and connection in every trip, whilst planning their travels with ease, AI is helping to unlock more intuitive and imaginative travel experiences than ever before.” says Laura Houldsworth, Managing Director for Asia Pacific at Booking.com.
“But as we enter this next phase, our responsibility goes beyond technology. Building trust, ensuring transparency, and prioritising safety are critical as we guide travellers, and our industry, into the future.”
