Kiwis embrace AI in travel but trust & caution remain high
New research from Booking.com's Global AI Sentiment Report shows a mix of excitement and caution among New Zealand consumers regarding the use of artificial intelligence (AI) in travel planning and experiences.
The survey, which included responses from over 1,000 people in New Zealand, indicates that 81% of respondents are excited about AI and 68% consider themselves familiar with the technology. At the same time, 92% of those surveyed registered at least one concern about AI, suggesting that despite interest in its potential, apprehension remains widespread.
Excitement and caution
According to the report, 79% of New Zealand consumers expressed a desire to use AI to plan their future trips. However, only 3% fully trust AI, and just 6% said they were comfortable allowing AI to make decisions independently without human oversight. This reflects a significant boundary in public trust, with the majority preferring human approval in decision-making processes involving AI.
Melissa Ellison, Area Manager of New Zealand at Booking.com, provided further perspective on these findings:
"The research shows that Kiwis are embracing AI across many aspects of the travel experience - it's shifting how people explore the world and what they expect along the way. As AI technology evolves, we're committed to further understanding and developing our offerings so we can better improve the customer experience. At Booking.com, we've been using AI for years to make travel more experienced and personalised for Kiwi travellers, including the successful launch of our AI Trip Planner last year - and this next chapter is more than just smart tech. It is making sure it's about building trust and keeping everyone safe as we embrace AI together."
Patterns of AI usage
The report identified five distinct personas among New Zealand travellers, ranging from AI Advocates, who actively support and promote the use of AI, to AI Sceptics, who express reservations or resistance. Approximately 25% of respondents identified as AI Enthusiasts, interested in AI's possibilities, while 5% were AI Advocates. Meanwhile, 20% of respondents described themselves as AI Cautious, and 11% as AI Sceptics, with 39% categorised as AI Detractors, indicating a tendency to resist or reject AI adoption.
Despite hesitancy, AI has already become part of day-to-day activities for many. The study found that 98% use AI-powered search, 81% rely on streaming recommendations enabled by AI, and 62% engage with generative AI tools. However, 49% of respondents felt that AI interactions could be impersonal, and 64% regularly double-check AI-provided information, with 45% always fact-checking and 19% doing so sometimes.
Uses in travel
AI's role in travel is growing, with 63% of New Zealand respondents expecting autonomous trip planning to become the mainstream approach. Nearly half of those surveyed have already used AI during some stage of their travel experience; of these, 96% used it for planning or booking, and 92% relied on AI while already travelling.
When planning a trip, New Zealand travellers most commonly use AI to research destinations and timing (39%), discover local experiences or cultural activities (36%), and seek restaurant recommendations (31%). Notably, AI assistants have gained more trust for travel advice (13%) compared to social media influencers (9%). Additionally, 37% utilise AI for translation, 39% for activity suggestions, 37% for finding places to eat, and 40% for navigating around unfamiliar areas while on holiday. After returning, 34% of respondents use AI to edit their holiday photos.
Expectations and impact
The majority of respondents (53%) believe that AI can make travel easier and more efficient, and 63% value AI-generated recommendations that help them avoid overcrowded destinations or busy travel periods. A significant portion (48%) also want AI to assist in highlighting experiences that positively affect the communities they visit, indicating growing awareness and demand for sustainable travel practices.
Trust and verification
Despite increased use of AI, trust remains a substantial hurdle. Only 3% of New Zealand consumers fully trust AI, and most are unwilling to let AI make decisions without some degree of human involvement. Instead, AI is seen primarily as a supportive resource, enhancing human choices rather than replacing them.
Regional differences
The report also highlights notable contrasts in attitudes toward AI by region. Latin America showed the highest levels of excitement and familiarity with AI (98% and 89% respectively), followed by the Asia Pacific, which included high uptake for daily uses such as education and transport. In contrast, North America and Europe & Middle East displayed greater levels of scepticism, with higher percentages expressing distrust towards information generated by AI (32% and 29%, respectively), compared to 16% in Asia Pacific and 15% in Latin America.
This report reflects ongoing shifts in how consumers approach technology in travel, suggesting that the relationship between travellers and AI is likely to continue evolving as both adoption and understanding deepen.
