AI adoption in travel planning varies widely by country, according to the Booking.com 2026 Travel Trends survey. The study found that China and India lead the world in AI adoption for travel inspiration, with 44% and 42% of travelers in each country respectively turning to AI chat tools, and these figures are far higher recorded almost anywhere else. The UAE follows at 35%, rounding out a group of markets where AI-assisted travel planning has already moved well beyond novelty.
The contrast with other markets is notable. In the US, Germany, and Brazil, adoption sits in the mid-teens to low twenties, while the UK, France, and Italy trail further behind, each at 11% or 10%. Canada, Japan, and Australia fall somewhere in between, clustered around the 14–21% range. The findings suggest that for now, AI travel planning is far more embedded in Asian and Middle Eastern markets than elsewhere.
