Today, Booking.com released The Global AI Sentiment Report, drawing 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% of Australians express excitement about AI, 70% are familiar with the technology, and 74% 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%) identify as AI Enthusiasts, intrigued by AI’s potential, while just 5% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (54%), save time and effort (47%), enhance productivity (24%), and expand learning opportunities (42%).
However, this excitement coexists with significant caution shared amongst the majority of Australians. Approximately 20% classify themselves as AI Cautious, wary of AI’s development or use, and 15% as AI Sceptics. Notably, almost half of Australians (45%) 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% of Australians expecting autonomous trip planning to go mainstream in the near future. Half (50%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96%) or while already on a trip (92%). 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%), find local experiences or cultural activities (34%), and for restaurant recommendations (37%). Notably, today, AI assistants are emerging as a more trusted source for planning travel (15%) than colleagues (11%) or influencers (9%).
Once travelling, AI tools are most commonly used for translation capabilities (36%), in-destination activity suggestions (38%), restaurant recommendations (35%), and navigating unfamiliar locations or transport systems (34%). After returning home, the top AI use case is photo editing, cited by 33% of travellers.
Beyond making travel easier and more efficient, a benefit the majority (53%) of travellers recognise, there is also a strong desire for AI to serve as a force for good. Over half (58%) 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% 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.
However, Australia emerges within the region as a more sceptical adopter of the technology.
Globally, while 77% have at least some trust in AI, over a third of Australians (36%) rarely or never trust information generated by AI, reflecting distrust also felt across North America and Europe (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 Australian daily life, with 97% using AI-powered search, 80% using streaming recommendations, and 58% engaging with generative AI tools. Yet, the lack of a human touch generates doubts, with 51% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 42% always fact-check, and 18% do so sometimes. Only 4% 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% feel comfortable with AI making decisions independently, while 24% remain unsure, and 22% 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.
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,” says Todd Lacey, Regional Manager, Oceania at Booking.com.
“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.”
