The Global AI Sentiment Report from Booking.com takes a deep dive on consumer receptiveness to AI across 33 markets.

According to the data, 81% of Canadian consumers express excitement about AI, 71% are familiar with the technology, and 78% want to use AI in their future travel plans.

At the same time Booking.com notes significant regional differences globally: while some embrace AI’s potential, others approach it with caution.

Some 61% of Canadian consumers say they expect autonomous trip planning to go mainstream in the near future. Roughly half (48%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96%) or while already on a trip (93%).

Canadian travellers surveyed say they most often use AI to research destinations and the best time to visit (39%), find local experiences or cultural activities (34%), and get restaurant recommendations (35%). The report also notes that AI assistants are emerging as a more trusted source for planning travel (17%) than colleagues (13%) or influencers (9%).

Once in-trip, AI tools are most commonly used for translation capabilities (54%), in-destination activity suggestions (40%), restaurant recommendations (38%), and navigating unfamiliar locations or transport systems (37%).

Beyond making travel easier and more efficient, a benefit 54% of Canadian travellers recognize, there is also a strong desire for AI to serve as a force for good. The majority (61%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times.

Some 97% of Canadian respondents say they’ve used AI-powered search, 86% have used streaming recommendations, and 61% have engaged with generative AI tools.

On the flip side, the lack of a human touch generates doubts with 47% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 43% always fact-check, and 21% do so sometimes. Only 4% of Canadian consumers fully trust AI.

As Booking.com notes, the greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment. Just 7% said they feel comfortable with AI making decisions independently, while 25% remain unsure, and 19% feel very uncomfortable, refusing to trust AI without human approval.

The survey was conducted via an online questionnaire April-May 2025, gathering responses from 37,325 people across 33 markets, including 1,007 people in Canada.

Source: Travelweek