Canadians Embrace AI For Travel but Hesitate To Fully Trust It

Published on July 25, 2025

Canadians are becoming more enthusiastic about artificial intelligence (AI) as they believe in the role it can play in the future of travel, according to findings from the latest Booking.com. According to new research from Adobe called the Global AI Sentiment Report, the largest of its kind surveying 37,000 consumers across 33 markets, 81% of Canadian travelers are enthusiastic about the possibilities for AI in travel, 78% want to use it for future travel planning. But, for all this excitement, there is a big obstacle to overcome – trust in AI. Only 4% of Canadians say they would trust what AI recommends.

“Whether it’s clicking five, six, seven times, you’re looking at a calendar, and you’re choosing travel based on availability. com, underscored the game-changing role AI is playing in travel: “Generative AI is one of the most exciting and powerful tools we’ve seen to inspire our customers and help them dream about the possibilities for their next trip. It’s a major advancement to be able to ‘try on’ a new experience before buying.” The tech is still evolving and getting ever better, said Waters, but AI is also upping the ante when it comes to expectations for what travelers want from their experiences, in everything from service to personalization.

Travel’s New Friend Is AI

AI is emerging as a big player in trip planning for Canadians, says the report. More than 61% of Canadian travelers anticipate that AI is going to make real-time trip planning a reality in the coming years, with close to half (48%) using some form of AI in their travel experience already. Whether it be researching destinations (39%) and restaurant recommendations (35%) or even finding cultural activities (34%), AI can effectively lend a hand to those who are often crunched for time when it comes to planning a trip.

Perhaps a true measure of changing attitudes is that AI chatbots are now considered to be more trustworthy travel planners than colleagues or influencers. The data indicated that 17% of Canadians will trust AI-generated suggestions over personal recommendations, with only 13% trusting their co-workers and 9% having confidence in influencers.

Canadians needing help on the go while travelling depend more and more on AI. Most popular use cases are translation services (54%), in-destination activities suggestions (40%), restaurant recommendations (38%), and navigation support (37%). Additionally, photo editing (32%) has become a popular application for AI post-trip, highlighting how the technology can be used for the different stages of travel.

Canadians Want Help, Not Autonomy

And while AI is increasingly being called into play in travel, many Canadians still want a human in the loop. Although 97% of Canadians employ AI search and 61% interact directly with generative AI tools, most are wary of letting AI make decisions for them. Just 7% of Canadians are OK with AI making decisions on its own, while 43% are always fact-checking the results and 21% doing so on occasion.

This reticence is, in part, due to a fear of AI’s impersonality. And almost half of Canadians (47%) believe AI is not warm and personal in the way that human interaction is. This mindset is indicative of an increasing demand for support rather than complete independence, particularly in something as human and personal as travel planning.

“AI is not able to make that personal connection, so there is a lot of resistance.” In the case of AI, which is great for booking flights and suggesting restaurants, Canadians still appreciate the human touch, as well as the quirks that go along with it. The fine line between AI help and human contact, however, is only time will tell how that plays out in the world of travel.

Canadians Want AI for Good

Despite remaining skepticism, many Canadians see the value of AI when it’s used ethically. More than half (54 per cent) of Canadians are grateful for AI for the ease of travel that it creates, and 61 per cent appreciate the AI-generated recommendations that help avoid crowded destinations/peak travel times. There is also a desire for AI to create experiences that benefit local communities (identified by 52%), indicating a desire for AI to play a positive role within travel.

That sentiment speaks to a larger craving for AI to be in line with travelers’ values, including sustainability and responsible tourism. Canadians have never been more conscious of how their travel decisions affect the environment and local communities, and a majority think AI could be the tool they need to make better decisions.

Variations between Countries regarding Confidence and Excitement

The report identifies regional variances when it comes to AI adoption and trust. Latin America is the most excited region of the world for AI, whereas North America (which includes Canada) is more skeptical. While 81% of Canadians and Americans feel enthusiastic about AI, 32% lack confidence in the information it produces, which was the highest reported level of distrust around the world.

The split in opinion around AI is reflected more broadly in attitudes towards the technology. The study found five predominant attitudes toward AI: Enthusiast, Advocate, Cautious, Skeptic, and Detractor. One in five people want to know if their curiosity should be piqued about AI, but 42% of them are wary of its use.

AI on the Road Ahead for Travel

Going forward, AI for travel is set to expand – particularly as more travelers recognize its value in the face of issues around trust and personal connection. For Canadians, AI showcases what the future of travel will look like, marked by enhanced efficiency, personalized experiences, all while being more accessible than ever.

Nevertheless, as the technology evolves, travel companies will need to consider trust and autonomy issues. With a focus on transparency, safety, and education, AI can be the ideal travel companion, one that brings convenience and peace of mind for travelers.

As the future of AI takes shape, travelers are curious to see how it can be harnessed to complement, not replace, the human touch in the travel experience. The pendulum between innovation and trust will therefore be critical in the successful migration of AI in the world of travel.

(Source: Booking.com, Statistics Canada)