Booking.com's Global AI Sentiment report identifies five types of consumers

Booking.com's 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, has revealed a nuanced picture about Asia-Pacific (APAC) consumers.

According to the research, 95% express excitement about AI, and 82% are familiar with the technology. 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. 

The research identified five clear category clusters 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, signalling a meaningful segment resistant to AI adoption.

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). LATAM stands for Latin America, EME for Europe and Middle East, and NORAM for North America.

Source: Booking.com. Regional breakdowns for the survey around what respondents think about AI, their familiarity about AI, and what they distrust. 

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.

“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," said Laura Houldsworth, MD 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.”