Booking.com has released its inaugural Global AI Sentiment Report, revealing a complex relationship between excitement and trust in AI among Asia Pacific (APAC) travellers. The findings, unveiled at the APAC Trust Summit 2025 in Singapore on 24 July, show that whilst 95% of APAC respondents express enthusiasm for AI, a mere 8% fully trust the technology, especially in making travel decisions.
The summit, held at the National Gallery Singapore, featured a keynote by Laura Houldsworth, Managing Director of Asia Pacific at Booking.com. She highlighted the paradox of AI in travel, noting that whilst travellers are eager to embrace AI, trust remains a significant hurdle. Marnie Wilking, Chief Security Officer at Booking.com, emphasised the importance of earning trust in an AI-driven world, stating that security and transparency are crucial in every customer interaction.
The report, which surveyed over 37,000 consumers across 33 markets, indicates that 93% of APAC consumers are keen to incorporate AI into future travel planning. However, only 16% are comfortable with AI making decisions independently, preferring it as a supportive tool rather than an autonomous decision-maker.
A panel discussion at the summit, moderated by Houldsworth, explored AI’s promise in travel, featuring industry leaders like Kung Teong Wah from PARKROYAL COLLECTION Pickering Singapore and Jordan Tan from the Singapore Tourism Board. The discussion underscored the need for responsible AI adoption that balances innovation with consumer trust.
Laura Houldsworth remarked, “Generative AI represents one of the most significant technological shifts of our era, opening up new possibilities across industries, including travel.” She stressed that alongside technological advancements, building trust and ensuring transparency are vital as the industry moves forward.
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