A World of
Curiosity - and Caution

91% are excited about AI

79% are familiar with AI, though levels vary across the region

Despite widespread enthusiasm, only 6% fully trust AI

89% want to use AI in future travel planning, with AI assistants (24%) now considered a more trusted source than even colleagues (19%)

Glenn Fogel

CEO, Booking.com

We are on the edge of the most radical reinvention travel has ever seen. Generative AI isn’t just enhancing experiences – it’s changing everything we know about how people dream, plan, and book their journeys.

At Booking.com, we’ve been building toward this moment for years – and what’s coming with agentic search will make today’s innovations look primitive. The next generation of journeys will be intuitive, intelligent, and deeply personal.