Booking.com unveils its first Global AI Sentiment Report

Booking.com’s latest research report reveals excitement, hesitation and regional contrasts shaping consumer attitudes towards Artificial Intelligence (AI) with 96% of Hong Kong consumers eager to use AI for travel planning.

Booking.com, a leading digital travel platform, has released an inaugural Global AI Sentiment Report, exploring how people use, trust, and respond to AI in their everyday lives and travel. Though AI and Machine Learning (ML) have received significant attention in recent years, these technologies are not new to Booking.com. For over a decade, AI models have played a key role in driving more personalised experiences for customers and delivering on their needs, surfacing relevant recommendations and ultimately matching travellers with their perfect experience.

The report reveals a promising picture: 98% of Hong Kong consumers express excitement about AI, 81% are familiar with the technology, and 96% want to use AI in their future travel plans, surpassing the global figures.

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. Booking.com is committed to shaping the future of travel technology in line with evolving consumer attitudes. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.

James Waters, Chief Business Officer at Booking.com, said, “Generative AI not only transforms how we anticipate and meet our customers’ evolving needs, it also raises the bar for what travellers expect from every interaction. At Booking.com, we’ve long been at the forefront of AI innovation, integrating advanced machine learning to enhance the customer journey at every touchpoint. 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.”

Hong Kong Consumers Embrace AI with Enthusiasm, Yet Only 3% Fully Trust It

According to the Booking.com report, 42% Hong Kong consumers are identified as AI Enthusiasts, intrigued by AI’s potential, while 7% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (77%), enhance productivity (60%), save time and effort (57%), and expand learning opportunities (47%).

AI has become deeply integrated into daily life, with 99% of Hong Kong consumers using AI-powered search, 86% using streaming recommendations, and 87% engaging with generative AI tools. Yet, most Hongkongers are not ready to cede full decision-making to AI, positioning AI as a supportive tool that enhances their overall experience. The lack of a human touch generates doubts with 36% finding AI impersonal. The majority double-check AI output even when they trust the technology: 50% always fact-check, and 27% fact-check only sometimes.

AI Advocates | Actively champion AI’s benefits and responsible adoption APAC: 15% Hong Kong: 7%

AI Enthusiasts | Intrigued by AI’s potential APAC: 41% Hong Kong: 42%

AI Detractors | Both intrigued, yet skeptical about the use and potential of AI APAC: 16% Hong Kong: 12%

AI Skeptics | Doubt AI’s development APAC: 6% Hong Kong: 5%

AI Cautious | Wary of AI’s development or use
APAC: 8% Hong Kong: 6%

Mapping the AI Mindset: Regional Variations

Significant regional differences emerge in consumer attitudes toward AI. Consumers in Latin America (LATAM) and the Asia Pacific (APAC) are becoming frontrunners, embracing AI. APAC consumers show the highest willingness to embrace and integrate AI into their daily lives, with 41% using AI for education and the same share for transportation. North America (NORAM), Europe & Middle East (EME), on the other hand, emerge as skeptical strongholds, approaching AI with more caution and distrust. Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.

Respondents who feel excited by AI and its opportunities LATAM: 98% | APAC: 95% | EME: 86% | NORAM: 81%

Respondents who are familiar with AI and how it works LATAM: 89% | APAC: 82% | EME: 74% | NORAM: 74%

Respondents who feel distrust towards information generated by AI LATAM: 15% | APAC: 16% | EME: 29% | NORAM: 32%

AI’s Advancing Role in Making Travel easier for Hongkongers

For Hongkongers, AI is swiftly evolving into an integral aspect of the travel journey. 78% of Hong Kong consumers already integrate AI in various aspects of their travel. Among these users, most of them have leveraged AI for planning or booking (97%) or while on a trip (96%), including tasks like translation (58%), in-destination activity suggestions (35%), restaurant recommendations (33%), and navigating unfamiliar locations or transport systems (41%). After returning home, the top AI use case is photo editing, cited by 39% of respondents.

Beyond making travel easier and more efficient, 69% of consumers recognise that there is a strong desire for AI to serve as a force for good. The majority (74%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Consumers are increasingly mindful of the community impact, with 58% wanting AI to highlight experiences that positively benefit the local places they visit.

To download Booking.com’s AI Report, please click here.