TORONTO — 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.

“Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them. As this technology matures, it’s not only transforming how companies like ours anticipate and meet evolving customer needs, it’s also raising the bar for what travellers expect from every interaction,” says James Waters, Chief Business Officer at Booking.com.

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.