What To Know
- Com has released its Global AI Sentiment Report, a wide-ranging study of over 37,000 respondents from 33 countries, offering a clear snapshot of how people worldwide are adapting to AI in travel and daily life.
- For the latest on the of AI in the Hospitality and Travel industry, keep on logging to Thailand AI News.
Thailand AI News: Booking.com has released its Global AI Sentiment Report, a wide-ranging study of over 37,000 respondents from 33 countries, offering a clear snapshot of how people worldwide are adapting to AI in travel and daily life. The findings highlight a particularly strong embrace of AI among Thai travellers, with 98% expressing excitement about the technology and 96% saying they want to use it for planning their next trip. According to this Thailand AI News report, while the enthusiasm is evident, many consumers still view AI as a supportive tool rather than a sole decision-maker.
A new report highlights the particularly strong embrace of AI among Thai travellers
Image Credit: AI-Generated
The research arrives as governments and companies ramp up AI investments, reshaping industries at breakneck speed. For Booking.com—a digital travel giant that has long integrated AI into its platform—the report reaffirms its strategy of using advanced tools to simplify trip planning, booking, and exploration for users who increasingly want convenience without sacrificing trust.
Balancing excitement with caution
The study shows a nuanced picture. While nearly all Thai respondents interact with AI in some form—whether through AI-driven search (98%), content recommendations on streaming platforms (87%), or generative AI tools (80%)—trust remains conditional. A significant portion, around 61%, double-check AI outputs, 17% sometimes do, and just 9% fully rely on AI without verification. This highlights that although AI is widely used, human judgment remains vital in final decision-making.
This cautious reliance shapes attitudes toward how far AI should go. Only 21% are comfortable letting AI make decisions independently, while 26% are opposed and 2% reject the idea outright. The gap suggests that the next phase of AI adoption will depend not only on technology but also on building consumer confidence.
AI reshaping travel experiences
Travel is emerging as one of the most promising areas for AI adoption. More than half of Thai respondents (59%) expect automated planning—from generating itineraries to booking accommodation and tickets—to become a mainstream service soon. Already, 79% of Thais have used AI in some part of their travel journey, mostly for planning or booking (98%) and assistance while on the move (98%).
Specific travel uses reveal where AI is making the strongest impact. Nearly half (49%) use AI to identify the best times and destinations to visit, while others turn to it for cultural experiences (33%) and dining recommendations (38%). Interestingly, AI (30%) is considered more reliable than friends, family, or influencers (each 21%) as a source of travel information—an indication of how travellers view AI as an impartial guide.
Sustainable and meaningful tourism through AI
AI’s role extends beyond convenience. Many travellers see it as a force for more sustainable and socially responsible tourism. A large majority of Thai respondents (81%) appreciate AI recommendations that steer them away from overcrowded hotspots, while 82% want AI to highlight experiences that benefit local communities.
Aruljothi Branavan, Area Manager at Booking.com, noted that AI can help travellers uncover hidden gems that traditional sources may overlook. “This is not just about technology but about creating meaningful connections that enrich both the traveller and the community,” he said.
What lies ahead
Booking.com confirmed that its roadmap includes deeper integration of AI and machine learning to improve both user experience and partner services. The focus will be on fostering trust, ensuring transparency, and promoting responsible tourism while personalizing journeys.
The growing reliance on AI in Thai travel reflects a wider global shift. While human judgment remains an important counterbalance, the convenience, sustainability, and cultural enrichment AI can deliver may soon make it an indispensable companion for modern travellers. With consumer trust gradually building, AI’s role in shaping future tourism is set to expand dramatically, ushering in a new era of exploration that blends efficiency with responsibility.
For the latest on the of AI in the Hospitality and Travel industry, keep on logging to Thailand AI News.
