6%
Consumers who fully trust AI
Do people trust AI?
Only 6% of consumers fully trust AI, even though 91% say they are excited about it.
Consumers who fully trust AI
37,325 respondents across 33 markets
The single most important number in this dataset. Enthusiasm and trust are not the same variable and they are not even close. Any strategy built on the 91% and not the 6% will misjudge how much authority travellers will hand over.
Source
- Reference period
- Geography
- Global (33 markets)
- Evidence type
- Survey
- Sample
- 37,325 respondents across 33 markets
- Last checked
Method
Booking.com Global AI Sentiment Report, 37,325 respondents across 33 markets, April–May 2025. The same survey also records 91% expressing at least one concern about AI's implications. The two 91% figures are separate findings from separate questions, not a transcription error: the report's own wording is that an equal proportion of the 91% who are excited also report at least one concern.
Related questions
Related indicators
80%
Frequent travellers comfortable using AI for trip planning
12%
Consumers comfortable with AI making independent decisions
~6%
Travellers comfortable letting AI handle most of their planning
25–33%
Travellers ready to let AI handle a booking
42%
29%sometimes fact-checkConsumers who always fact-check AI outputs
42%