Thailand is leading the way in adopting artificial intelligence for travel, with nearly all locals eager to let AI organize their next trip, according to a global survey by Booking.com.
The Global AI Sentiment Report, which surveyed over 37,000 people across 33 countries, found that Thailand ranks highest for AI enthusiasm: 98% of respondents are excited about AI, and 96% said they would use it for planning their holidays.
“Generative AI is unlocking new possibilities for travelers, helping them discover hidden gems they might not have found on their own,” said Branavan Aruljothi, Area Manager at Booking.com.
He added, “This isn’t just about technology; it’s about fostering meaningful connections that benefit both travelers and the communities they visit.”
Thai consumers are already frequent AI users in daily life: 98% rely on AI-driven search, 87% use it for streaming recommendations, and 80% leverage generative AI for content creation. In the travel sector, 79% have already used AI for trip planning or booking, primarily for building itineraries, getting restaurant suggestions, or using translation tools on the go.
AI is increasingly viewed as more reliable than friends or influencers for travel advice. About 30% of Thais consider AI their most trusted source of information, compared with 21% who rely on influencers or travel companions.
However, the survey also revealed a cautious approach. Despite widespread enthusiasm, only 9% of respondents fully trust AI recommendations without verification. A majority—61%—always double-check AI outputs, while 17% do so occasionally. Only 21% are comfortable allowing AI to make travel decisions entirely on their behalf.
