24%
14%influencers
AI assistants as a trusted travel planning source
Are AI assistants more trusted than travel influencers?
Yes. AI assistants rank as a trusted travel planning source for 24% of consumers, against 19% for travel bloggers and 14% for social media influencers.
10 points apart
A channel that did not exist for travel planning five years ago now outranks both of the creator channels built specifically for it. The displaced incumbent is not search — it is the people who made a business of recommending places. For destinations and hotels, the budget implication is direct.
Source
- Reference period
- Geography
- Global (33 markets)
- Evidence type
- Survey
- Sample
- 37,325 respondents across 33 markets
- For comparison
- influencers: 14%
- Last checked
Method
Booking.com Global AI Sentiment Report, April–May 2025, 37,325 respondents across 33 markets. Respondents selected trusted sources from a fixed list. One caveat on the labels: the release's summary names the 19% comparator 'travel bloggers' and its body text names the same figure 'colleagues'. We follow the summary, because Booking.com's Canadian edition of the same release reports travel bloggers and colleagues as separate options with different values (15% and 13%), which makes the body wording the looser of the two.
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Related indicators
69%
63%Gen ZMillennials using AI as often as social media for trip planning
63%
Gen Z using AI as often as social media for trip planning
25%
Travellers who received outdated or inaccurate AI travel information
40%
Travellers who discovered a destination via AI
29%
Travellers who changed plans based on AI recommendations
35%
4%2022 annual reports