The Growing Role of AI in Travel
AI is rapidly becoming indispensable to travel experiences. More than half (59%) of Thailand's respondents expect AI to quickly become mainstream, including automated travel plans, organizing itineraries, suggesting attractions, booking tickets, organizing accommodations, and more.
Already, 79% use AI in some aspects of travel. Of these, almost all rely on travel planning and booking (98%) or on the move (98%). This highlights both the increasing dependence on AI and the openness of travelers to technology that enhances travel.
When planning, travelers turn to AI to identify the best destinations and times to visit (49%), discover local cultural experiences (33%), and get restaurant recommendations (38%). Today, AI (30%) is considered a more reliable travel information source than travel companions (21%) or influencers (21%).
During travel, AI is most frequently used as a translation tool (51%), followed by navigation in activity recommendations (45%), restaurant tips (41%), and unfamiliar locations or transport systems (43%). After the trip, 47% of Thai respondents use AI primarily for photo editing and enrichment.
Beyond convenience, 84% of Thai travelers view AI as the power of positive social and environmental impacts. While most (81%) appreciate AI recommendations that help avoid crowded tourist attractions, 82% want to emphasize experiences that benefit the AI community.
This reflects the growing interest in responsible sustainable tourism with AI.
“Every trip has unique discovery potential, including quiet cafes, breathtaking views and local heritage that continues to live through the community,” says Aruljothi.
“Generating AI is opening these doors for travelers and leading them to hidden charms that they may not have found on their own. This is not just technology. It is about creating meaningful connections that enrich both the travelers and the community they visit.”
As a longtime AI innovator, Booking.com continues to integrate advanced machine learning to improve the experiences of both travelers and partners.
The company said the next step will focus on using AI to create positive impact, foster trust, maintain transparency, personalize travel, and inspire socially responsible and environmentally conscious travel.
