A new global report from Booking.com suggests that while Canadians are excited about the potential of artificial intelligence (AI) in travel, many still have reservations about fully trusting the technology.
The Global AI Sentiment Report, based on responses from more than 37,000 consumers across 33 markets, shows that 81% of Canadian travellers are excited about AI, and 78% want to use it in their future travel planning. However, only 4% say they fully trust it.
“Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them,” said James Waters, chief business officer at Booking.com.
“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.”
AI's Role in Travel is Growing
The report finds that 61% of Canadian travellers expect AI-powered trip planning to become mainstream soon.
Already, nearly half (48%) have used AI in some part of their travel experience—primarily for trip planning (96%) or while on the trip itself (93%).
Common uses include researching destinations (39%), getting restaurant recommendations (35%), and finding cultural activities (34%). Notably, AI assistants are now a more trusted source for travel planning (17%) than colleagues (13%) or influencers (9%).
During trips, Canadians use AI mostly for translation (54%), in-destination activity suggestions (40%), restaurant finds (38%), and navigation (37%).
After the trip, photo editing (32%) was cited as the top use.
Canadians Want Help, Not Autonomy
Despite AI’s integration into daily life—97% use AI-powered search and 61% engage with generative AI tools—most Canadians still prefer a human in the loop.
Just 7% are comfortable with AI making decisions independently, while 43% always fact-check AI results and 21% do so occasionally.
Almost half (47%) say AI feels impersonal, underscoring a preference for assistance over full autonomy.
AI for Good
Canadians also want AI to contribute positively.
Over half (54%) appreciate that it makes travel more efficient, and 61% value AI-generated suggestions that help them avoid crowded destinations or peak times. More than half (52%) also want AI to spotlight experiences that benefit local communities.
Global Differences in Trust and Enthusiasm
The report highlights regional differences.
Latin America leads the world in enthusiasm (98%) and understanding (89%) of AI. Asia Pacific closely follows in willingness to adopt the tech in daily life.
North America shows more skepticism.
While 81% of Canadian and American respondents feel excited about AI, 32% report distrusting information it generates—the highest level of distrust globally.
AI Personas: Enthusiasts to Detractors
Globally, the research identifies five main attitudes toward AI:
- AI Enthusiasts (27%): Curious about AI’s potential.
- AI Advocates (5%): Actively support responsible AI adoption.
- AI Cautious (22%): Wary of its development or use.
- AI Skeptics (12%): Doubtful of its benefits.
- AI Detractors (42%): Resistant to AI adoption.
Despite this divide, a majority still believe AI will simplify life (55%), save time (47%), and improve productivity (25%).
“As we enter this next phase, our responsibility goes beyond technology,” said Waters.
“Building trust, ensuring transparency, and prioritizing safety are critical as we guide travellers, and our industry, into the future.”
Full Global AI Sentiment Report here.
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