New Booking.com Study Reveals How Canadians are Using AI

A new report from Booking.com finds Canadians are curious about AI when it comes to travel, with a whopping 81% expressing excitement about it.

It’s big news for travel advisors who may be reluctant to incorporate AI into their businesses and are a glimpse into how the technology might shape the future of the industry.

According to the study, 71% of Canadians are familiar with the technology, and 78% want to use AI in their future travel plans. Yet, there are significant regional differences globally: while some embrace AI’s potential, others approach it with caution, underscoring the need for responsible implementation that balances opportunity with consumer trust.

AI has become deeply integrated into daily life, with 97% of Canadian respondents using AI-powered search, 86% using streaming recommendations, and 61% engaging with generative AI tools.

Yet, the lack of a human touch generates doubts with 47% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 43% always fact-check, and 21% do so sometimes.

Only 4% of Canadian consumers fully trust AI. Globally, Just 7% feel comfortable with AI making decisions independently, while 25% remain unsure, and 19% feel very uncomfortable, refusing to trust AI without human approval. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.

“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,” says James Waters, Chief Business Officer at Booking.com. 

Globally, the data varies greatly by region and while 77% have at least some trust in AI, nearly a quarter (23%) rarely or never trust information generated by it- with distrust highest in North America (32%) and Europe and the Middle East (29%).

Other notable numbers are:

• 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 education and the same share for transport.

“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 prioritizing safety are critical as we guide travellers,  and our industry, into the future.”