Thais Embrace AI for Travel Planning, Lead Global Enthusiasm

Photo courtesy of Skift

Thailand is making waves in the global travel industry with an enthusiastic embrace of artificial intelligence. According to the Global AI Sentiment Report by Booking.com, Thailand tops the charts in AI excitement, with an astounding 98% of respondents expressing eagerness about AI, and 96% keen to use it for planning their holidays.

This survey, encompassing over 37,000 individuals across 33 countries, highlights the country's forward-thinking approach, as Thais increasingly turn to AI for their travel needs. Branavan Aruljothi, Area Manager at Booking.com, notes, “Generative AI is opening doors for travellers, guiding them to hidden charms they may not have found alone. This is not just about technology; it’s about creating meaningful connections that enrich both travellers and the communities they visit.”

Daily life in Thailand already heavily integrates AI technology. The survey reveals that 98% of Thais rely on AI-powered search engines, 87% use AI for streaming recommendations, and 80% engage with generative AI for content creation. In travel, 79% reported having used AI for trip planning or booking, relying on it for building itineraries, restaurant tips, or utilising translation tools on the go.

Interestingly, AI is trusted more than traditional sources like friends or influencers when seeking travel advice. About 30% of Thai respondents view AI as the most reliable source, compared to 21% who trust influencers or companions.

Despite their enthusiasm, Thai users maintain a cautious approach. Only 9% trust AI outputs without additional verification. In contrast, 61% diligently fact-check AI information, and 17% do so occasionally. A mere 21% are comfortable allowing AI to make decisions entirely on their behalf.

Expectations for the future are bold. A significant 59% of Thais believe automated travel planning will soon be mainstream, with AI capable not only of booking tickets and arranging accommodation but also suggesting attractions.

Beyond mere convenience, AI is seen as a positive force, with 81% of respondents valuing recommendations that help avoid overcrowded spots, and 82% preferring technology that highlights experiences benefiting local communities.

As investments in AI grow from both governments and businesses, Booking.com is committed to responsibly advancing AI technology. The company aims to position AI as a tool that enhances rather than replaces human decision-making.

For Thailand’s travellers, the future is already here. With AI at the forefront, they are navigating a new era where technology not only simplifies travel planning but also enriches the journey.

  Adapted by ASEAN Now from The Thaiger 2025-08-26