Booking.com’s 2025 Global AI Sentiment Report highlights traveler attitudes toward AI and the differing preferences of consumers across regions. The study found that Latin America leads globally in AI familiarity, with 89% of respondents indicating they are familiar with AI and how it works, followed closely by Asia-Pacific.
Regarding how and when people choose to use AI, about seven in ten respondents in both LATAM and APAC use it for planning their trips and the same share use it during their trips. By comparison, in Europe and the Middle East (EME) and North America (NORAM), only about half of respondents use AI either for trip planning or during their trips.
