India among the most AI-positive countries globally, according to Booking.com’s Global AI Sentiment Report

From curiosity to confidence: This is how Indian travellers are embracing AI in travel

• 99% of Indian respondents say they are excited about AI and 96% are familiar with the technology.

• Despite widespread enthusiasm, only 16% fully trust AI and the majority (92%) have at least one concern about its implications. 

• 36% of Indian consumers are comfortable with AI making decisions independently, highlighting a clear boundary when it comes to fully handing over control to automation.

• 98% of Indian consumers want to use AI in future travel planning, with AI assistants (45%) now considered a more trusted source than travel bloggers (36%) or social media influencers (31%). 

INDIA, 29th JULY 2025 – Booking.com released The Global AI Sentiment Report, drawing on insights from over 37,000 consumers across 33 markets to explore how people are using, trusting and responding to AI in everyday life and travel. 

With excitement around AI at a peak and innovation increasing at rapid pace, Booking.com is using this momentum to redefine how people search for, book and experience travel, advancing its mission to make it easier for everyone to experience the world. The report reveals a nuanced picture: 99% of Indian consumers express excitement about AI, 96% are familiar with the technology, and 98% want to use AI in their future travel plans. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.

Sentiment Breakdown 

Booking.com’s new research identifies distinct segments among consumers based on how they feel about AI: almost half (46%) of Indian respondents identify as AI Enthusiasts, intrigued by AI’s potential, while 28% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (87%), save time and effort (65%), expand learning opportunities (64%) and enhance productivity (54%).

However, this excitement also comes with significant caution. While 99% of Indian consumers express enthusiasm for AI, 5% classify themselves as AI Cautious, wary of AI’s development or use, and 4% as AI Skeptics. Notably, 10% identify as AI Detractors, signaling a meaningful segment resistant to AI adoption.

Mapping the AI Mindset: Regional Variations

There are differences in how people feel about AI across different regions. Latin America (LATAM) leads globally in enthusiasm and familiarity, with 98% of respondents excited about AI and 89% understanding how it works. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life-41% use AI for transportation and the same share for education.

On the other hand, North America (NORAM) and Europe & Middle East (EME), emerge as skeptical strongholds, approaching AI with more caution and distrust. Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.

Assistance Over Autonomy

AI has become deeply integrated into the daily life of Indians. Yet, the lack of a human touch generates doubts.

• 99% of Indian consumers use AI-powered search, 96% using streaming recommendations and an equal percentage engage with generative AI tools.

• 38% find AI impersonal and double-check AI outputs even when they trust the technology: 32% always fact-check and 42% do so sometimes. Only 16% of consumers fully trust AI.

This hesitation creates a clear boundary: most Indians are not ready to cede in full decision-making to AI. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.

• Just 12% of Indian respondents feel comfortable with AI making decisions independently, while 25% remain unsure, and 10% feel very uncomfortable, refusing to trust AI without human approval.

AI’s Advancing Role in Travel

AI is rapidly becoming a core part of the Indian travel experience, with 69% of Indian consumers expecting autonomous trip planning to go mainstream in the near future. There is a growing reliance on AI-powered tools and Indians’ openness to technology that enhances their journeys.

• A majority (87%) have already used AI in some aspect of travel and nearly all have turned to it for planning or booking, or while already on a trip (99%).

• When planning a trip, Indian travellers most often use AI to research destinations and the best time to visit (53%), find local experiences or cultural activities (44%), and get restaurant recommendations (42%).

• AI assistants are emerging as a more trusted source for planning travel (45%), than colleagues (23%) or influencers (31%).

• Once in-trip, Indian consumers use AI tools for translation capabilities (55%), in-destination activity suggestions (52%), restaurant recommendations (49%), and navigating unfamiliar locations or transport systems (41%). 

• After returning home, the top AI use case is photo editing, cited by 51% of Indian respondents.

Beyond making travel easier and more efficient, a benefit 83% of Indian travellers recognise, there is also a strong desire for AI to serve as a force for good. The majority (82%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Indians are increasingly mindful of community impact, with 80% wanting AI to highlight experiences that positively benefit the local places they visit.

Santosh Kumar, Regional Manager, South Asia 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. In India, people are not just curious about generative AI but are actively using it as a trusted co-pilot, shaping travel decisions and enabling memorable experiences. The opportunity ahead is tremendous. At Booking.com, we’ve long been at the forefront of AI innovation, integrating advanced machine learning to enhance the customer journey at every touchpoint. But as we enter this next phase, our responsibility goes beyond technology. Building trust, ensuring transparency, and prioritising safety are critical as we guide travellers, and our industry, into the future.”