Kiwi travellers are excited about the future of AI in travel, reveals Booking.com’s inaugural Global AI Sentiment Report

Booking.com has released its first Global AI Sentiment Report, drawing on insights from over 37,000 consumers across 33 markets, including 1008 in New Zealand,  to explore how people are using, trusting, and responding to AI in everyday life and travel.

For more than a decade, AI and machine learning have played a key role in driving more relevant experiences for Booking.com travellers and partners. Booking.com is harnessing the AI movement at its peak 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 findings reveal a nuanced picture: 81 per cent of Kiwi consumers express excitement about AI, 68 per cent are familiar with the technology, and 79 per cent want to use AI in their future travel plans.

Yet, there are significant differences – while some embrace AI’s potential, others approach it with caution. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.

Sentiment Breakdown

The research identified five clear cohorts among Kiwi travellers with diverse sentiments on using AI. More than one-third (25 per cent) are AI Enthusiasts, intrigued by AI’s potential, while 5 per cent are AI Advocates, actively championing its benefits and responsible adoption.

This enthusiasm is grounded in the belief that AI will make life easier (53 per cent), save time and effort (48 per cent), enhance productivity (31 per cent), and expand learning opportunities (46 per cent).

However, this excitement coexists with significant caution. Approximately 20 per cent classify themselves as AI Cautious, wary of AI’s development or use, and 11 per cent as AI Sceptics. Notably, one in four respondents (39 per cent) identify as AI Detractors, signalling a meaningful segment resistant to AI adoption.

Assistance Over Autonomy

AI has become deeply integrated into daily life, with 98 per cent using AI-powered search, 81 per cent using streaming recommendations, and 62 per cent engaging with generative AI tools. Yet, the lack of a human touch generates doubts  – with 49 per cent finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 45 per cent always fact-check, and 19 per cent do so sometimes. Only 3 per cent of consumers fully trust AI.

This hesitation creates a clear boundary: most Kiwis are not ready to cede full decision-making to AI. Just 6 per cent feel comfortable with AI making decisions independently, while the majority refuse to trust AI without human approval. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.

AI’s Advancing Role in Travel

AI is rapidly becoming a core part of the travel experience, with 63 per cent of Kiwi consumers expecting autonomous trip planning to go mainstream in the near future. Nearly half (46 per cent) of Kiwi travellers have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96 per cent) or while already on a trip (92 per cent). This reflects both the growing reliance on AI-powered tools and Kiwi consumers’ openness to technology that enhances their journeys.

When planning a trip, Kiwi travellers most often use AI to research destinations and the best time to visit (39 per cent), find local experiences or cultural activities (36 per cent), and get restaurant recommendations (31 per cent). Surprisingly, today, AI assistants are emerging as a more trusted source for planning travel (13 per cent) than colleagues (15 per cent) or influencers (9 per cent).

When on holiday, AI tools are most commonly used for translation capabilities (37 per cent), activity suggestions (39 per cent), restaurant recommendations (37 per cent), and navigating unfamiliar locations or transport systems (40 per cent). After returning home, a third (34 per cent) of Kiwi travellers use AI to edit their photos.

Beyond making travel easier and more efficient, a benefit 53 per cent of travellers recognise there is a strong desire for AI to serve as a force for good. The majority (63 per cent) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travellers are increasingly mindful of community impact, with 48 per cent wanting AI to highlight experiences that positively benefit the local places they visit.

“The research shows that Kiwis are embracing AI across many aspects of the travel experience –  it’s shifting how people explore the world and what they expect along the way.

“As AI technology evolves, we’re committed to further understanding and developing our offerings so we can better improve the customer experience.

“At Booking.com, we’ve been using AI for years to make travel more experienced and personalised for Kiwi travellers, including the successful launch of our AI Trip Planner last year – and this next chapter is more than just smart tech. It is making sure it’s about building trust and keeping everyone safe as we embrace AI together.”

Mapping the AI Mindset: Regional Variations

Significant regional differences emerge in consumer attitudes toward AI. Latin America (LATAM) leads globally in enthusiasm and familiarity. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life- 41 per cent of those in APAC use AI for education and the same share for transport.

North America (NORAM) and Europe & Middle East (EME), on the other hand, emerge as skeptical strongholds, approaching AI with more caution and distrust. Globally, while 77 per cent have at least some trust in AI, nearly a quarter (23 per cent) rarely or never trust information generated by it.