Australians remain cautious on AI despite high usage in travel
Booking.com has released the findings of its first Global AI Sentiment Report, highlighting differing attitudes towards artificial intelligence (AI) among travellers worldwide, with notable variations identified in Australia.
The report draws on responses from more than 37,000 consumers across 33 markets, including 1,013 Australians, and examines use, trust and perceptions of AI in daily life and travel planning.
Australian attitudes
The majority of Australian respondents (78%) said they are excited about AI, and 70% indicated familiarity with the technology. Despite this enthusiasm, concerns about AI remain widespread, with 92% reporting at least one reservation regarding its implications. Only 4% of Australians expressed full trust in AI, and just 7% are comfortable with AI independently making decisions.
The Report also found that Australians show more scepticism towards AI than their regional counterparts. Globally, an average of 77% of respondents indicated at least some trust in AI, but in Australia, over a third (36%) stated they rarely or never trust information generated by AI. These figures align more closely with trends in North America (32%) and Europe (29%), contrasting with higher trust reported in parts of Asia Pacific and Latin America.
Todd Lacey, Regional Manager, Oceania at Booking.com, said:
"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. 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."
Spectrum of sentiment
The Report identified four cohorts of AI sentiment in Australia. One quarter (24%) were classified as AI Enthusiasts, curious about AI's potential, and a further 5% as AI Advocates, who actively support its responsible adoption. Reasons for positive sentiment included expectations that AI will make life easier (54%), save time and effort (47%), enhance productivity (24%), and expand learning opportunities (42%).
Conversely, 20% of Australian respondents were defined as AI Cautious, whilst 15% were categorised as AI Sceptics. A significant 45% identified as AI Detractors, indicating resistance to AI uptake.
AI in daily life and travel
Australian use of AI technologies is prevalent. The research found 97% of respondents used AI-powered search engines, 80% used streaming service recommendations, and 58% used generative AI. However, there remains hesitancy about allowing full autonomy to AI systems. Only 4% fully trust AI, and a majority check outputs for accuracy - 42% always fact-check AI responses and 18% do so sometimes. The lack of a human component was cited as a concern by 51% of Australians.
AI is increasingly present in travel planning. The report found that half (50%) of Australians had used AI for some aspect of travel, most commonly for researching destinations and determining the best times to visit (39%), sourcing local experiences or cultural activities (34%), and finding restaurant recommendations (37%).
When planning their next journey, Australians now rate AI assistants (15%) as a more trusted source than colleagues (11%) or influencers (9%). Upon reaching their destination, AI tools are mainly used for activity suggestions (38%), restaurant recommendations (35%), translation purposes (36%), and navigation (34%). After their trip, 33% used AI for photo editing tasks.
Expectations and opportunities
The majority (61%) of participants expect autonomous trip planning will become common in the near future. While there is strong recognition (53%) that AI improves convenience and efficiency in travel, there is also interest in its broader positive impact. Fifty-eight per cent are interested in AI-generated recommendations that help avoid overcrowded destinations and peak travel periods, and 48% want AI to promote experiences that benefit local communities.
Global and regional contrasts
The Global AI Sentiment Report identified key differences across regions. Latin America showed the highest levels of excitement (98%) and understanding (89%) of AI. Within the Asia Pacific, 84% indicated some degree of trust in AI and the region showed rapid adoption, though Australia remained more reluctant than neighbouring countries. Use of AI for education and transport was also highest in Asia Pacific at 41%.
Australians' tendency to double-check AI responses and discomfort with full automation highlights an ongoing need for transparency and human oversight as AI becomes more integrated into daily routines and travel planning.
