As AI becomes more embedded in daily life, its role in travel planning is coming under the spotlight, with mixed reactions.
Research findings unveiled during the Booking.com Trust Summit 2025 held in Singapore on 24 July reveals that while travellers across Asia Pacific (APAC) are highly enthusiastic about Artificial Intelligence (AI), they remain cautious when it comes to handing over full control to technology.
According to the inaugural Global AI Sentiment Report, 93% of APAC respondents say they want to use AI in future travel planning, with 30% trusting AI assistants as much as travel bloggers – and even more than social media influencers (21%). The findings are based on responses from over 37,000 consumers across 33 global markets.
While 95% of APAC respondents say they are excited about AI and 82% are familiar with the technology, just 8% fully trust AI. Only 16% are comfortable with AI making decisions independently.
“Generative AI represents one of the most significant technological shifts of our era… AI is helping to unlock more intuitive and imaginative travel experiences than ever before,” said 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.”
In terms of use, APAC consumers are already integrating AI into their travel routines. Around 67% are open to autonomous trip planning, with AI frequently used for destination research, translations, and navigation.
Despite this, most travellers still prefer AI as a tool to assist rather than replace human decision-making.