Artificial intelligence is quickly becoming an essential companion for travellers in the UK. According to Booking.com’s new Global AI Sentiment Report, AI is already reshaping the way people plan, book and experience their holidays.
Based on a survey of more than 2000 Brits, Booking.com has found more than half (55%) have already used AI at some point during a trip. Of those, 97% relied on it to plan or book theirs, and 96% used it to help them make a decision on the move.
Whether it’s translation capabilities (44%), in-destination activity suggestions (39%), restaurant recommendations (43%), or navigating unfamiliar locations or transport systems (40%), Brits are using AI to simplify every stage of their journey. Even after they return home, 35% continue to use AI for travel photo editing.
AI’s role in travel planning is set to increase too, with more than three quarters of Brits (78%) wanting to use it in future holiday planning, and 63% believing autonomous trip planning will soon go mainstream.
AI earns trust as a new source of inspiration
AI is now beginning to rival traditional sources of inspiration. Today, more Brits are seeing AI assistants as a more trusted source for planning travel (23%) than colleagues (16%) or influencers (10%) to help shape their plans.
But the role of AI in travel is not just about ease, it’s also about impact. 65% of travellers value AI tools that help them avoid overcrowded destinations or peak travel times, and 57% want their tech to spotlight experiences that support local communities.
Still, the desire for control remains strong. Only 13% of people are comfortable handing full decision-making over to AI. Instead, many say the lack of a human touch generates doubts, with 43% finding AI impersonal. The majority double-check AI outputs even when they trust the technology: 37% always fact-check, and 24% do so sometimes. Only 7% of Brits fully trust AI.
Commenting on the research, James Waters, Chief Business Officer at Booking.com, said “Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them. 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.”
Booking.com’s The Global AI Sentiment Report can be accessed here.
Methodology
This global quantitative research study was conducted via an online questionnaire between April and May 2025, gathering responses from 2,005 people in the UK.
As a leading digital travel platform exploring the role of AI, Booking.com conducted this study to better understand how people around the world are using, trusting, and responding to AI in both everyday life and travel.
