New Zealanders Embrace AI for Travel, But Trust Remains a Key Concern
A new report reveals that while the vast majority of New Zealanders are excited about the potential of artificial intelligence (AI) in travel, significant reservations about its trustworthiness persist. The findings, released today from Booking.com’s Global AI Sentiment Report, highlight a complex relationship between Kiwi travellers and emerging technologies.
The survey, encompassing responses from over 1,000 individuals across New Zealand, indicates that 81% express enthusiasm for AI, with 68% considering themselves familiar with the technology. However, a striking 92% harbor at least one concern regarding its use, suggesting a cautious optimism prevails.
The Desire for AI-Powered Travel Planning
Despite anxieties, the appetite for AI-driven travel assistance is strong. According to the report, 79% of New Zealand consumers would like to utilize AI to plan future trips. Yet, full trust in the technology remains elusive – only 3% fully trust AI, and a mere 6% are comfortable allowing it to make independent decisions without human oversight. This underscores a critical boundary in public acceptance, with the majority prioritizing human validation in AI-assisted decision-making.
“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,” stated Melissa Ellison, Area Manager of New Zealand at Booking.com. “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.”
Distinct Personas in AI Adoption
The report identifies five distinct traveller personas in New Zealand, ranging from enthusiastic adopters to staunch skeptics. Approximately 25% are classified as AI Enthusiasts, actively exploring the possibilities of the technology, while 5% are AI Advocates, actively promoting its use. Conversely, 20% are AI Cautious, 11% are AI Sceptics, and a substantial 39% fall into the AI Detractor category, demonstrating resistance to AI adoption.
Interestingly, AI is already deeply integrated into daily life for many New Zealanders. The study found that 98% utilize AI-powered search engines, 81% rely on AI-driven streaming recommendations, and 62% engage with generative AI tools. However, nearly half (49%) perceive AI interactions as impersonal, and a significant 64% routinely double-check information provided by AI, with 45% always fact-checking and 19% doing so occasionally.
How Kiwis Are Using AI in Travel Today
AI’s role in travel is expanding rapidly, with 63% of New Zealand respondents anticipating that autonomous trip planning will become the norm. Nearly half (48%) have already incorporated AI into their travel experiences, with 96% using it for planning or booking and 92% leveraging it while already travelling.
When planning a trip, New Zealanders most commonly turn to AI for destination research and timing (39%), discovering local experiences and cultural activities (36%), and obtaining restaurant recommendations (31%). Notably, AI assistants are gaining more credibility for travel advice (13%) than social media influencers (9%). Furthermore, 37% utilize AI for translation, 39% for activity suggestions, 37% for finding dining options, and 40% for navigation in unfamiliar locations. After their travels, 34% employ AI to edit their holiday photos.
Expectations and the Rise of Sustainable Travel
The majority of respondents (53%) believe AI can streamline and enhance travel efficiency. A substantial 63% appreciate AI-generated recommendations that help them avoid crowded destinations and peak travel times. Importantly, 48% want AI to highlight experiences that positively impact the communities they visit, reflecting a growing demand for sustainable travel practices.
Trust: The Biggest Hurdle for AI in Travel
Despite increasing adoption, trust remains a significant impediment. The data clearly demonstrates that AI is currently viewed as a supportive tool, augmenting human choices rather than replacing them. This sentiment underscores the need for transparency and human oversight in AI-driven travel solutions.
Global Perspectives on AI Adoption
Attitudes toward AI vary considerably across different regions. Latin America exhibits the highest levels of excitement and familiarity (98% and 89% respectively), followed by the Asia Pacific region, where AI is widely used in areas like education and transportation. In contrast, North America and Europe & the Middle East demonstrate greater skepticism, with higher percentages expressing distrust in AI-generated information (32% and 29%, respectively) compared to 16% in Asia Pacific and 15% in Latin America.
This report underscores the evolving relationship between consumers and technology in travel, suggesting that both adoption and understanding will continue to deepen as AI technology matures.
