India Ranks Among the Most AI-Positive Countries Worldwide, According to Booking.com

Booking.com has published The Global AI Sentiment Report, drawing 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.

The report reveals a highly enthusiastic outlook towards AI among Indian respondents. A remarkable 99 per cent express excitement about AI, while 96 per cent are familiar with the technology. Furthermore, 98 per cent of Indian consumers intend to utilise AI in their future travel planning. AI assistants (45 per cent) are now regarded as more trusted sources for travel information than travel bloggers (36 per cent) or social media influencers (31 per cent).

Despite this enthusiasm, trust remains cautious. Only 16 per cent of Indians fully trust AI, with a majority (92 per cent) expressing at least one concern about its implications. Notably, 36 per cent are comfortable with AI making decisions independently, indicating clear boundaries when it comes to ceding control to automation.

The survey also identified distinct consumer segments. Nearly half (46 per cent) of Indian respondents describe themselves as AI Enthusiasts, intrigued by its potential, while 28 per cent see themselves as AI Advocates, actively promoting responsible AI adoption. Many believe AI will simplify life (87 per cent), save time (65 per cent), foster learning (64 per cent), and boost productivity (54 per cent).

However, notable caution persists. While almost all (99 per cent) are enthusiastic about AI, five per cent identify as AI Cautious, four per cent as AI Skeptics, and 10 per cent as AI Detractors — reflecting some resistance to widespread adoption.

Regional differences in attitudes were also highlighted. Latin America leads globally in enthusiasm and familiarity, with 98 per cent excited about AI and 89 per cent understanding how it works. The Asia-Pacific region closely follows, with high levels of AI use in transportation and education (41 per cent). Conversely, North America and Europe & the Middle East are more cautious, with consumers tending to verify AI outputs and demanding greater transparency.

AI is making a significant impact on travel experiences in India. A majority (87 per cent) have already used AI during their travels, using it for destination research, finding local experiences (44 per cent), and getting restaurant recommendations (42 per cent). AI assistants are increasingly trusted, surpassing colleagues and influencers for travel planning. AI tools are also prevalent in navigating destinations and translating language barriers.

Most Indian travellers (83 per cent) see AI as a means to enhance their journeys further, with 82 per cent valuing AI-generated suggestions that avoid overcrowding. There is a strong desire (80 per cent) for AI to highlight experiences that benefit local communities.

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.”