Booking.com released The Global AI Sentiment Report, drawing on insights from over 37,000 consumers across 33 markets, including Vietnam, to explore how people are using, trusting and responding to AI in everyday life and travel.
With excitement around AI at a peak and innovation increasing at rapid pace, Booking.com uses this momentum to redefine how people search for, book and experience travel, advancing its mission to make it easier for everyone to experience the world. The report reveals a nuanced picture: 99% of Vietnamese consumers express excitement about AI, 86% are familiar with the technology and 99% want to use AI in their future travel plans. While many embrace AI’s potential, some approach it with caution, underscoring the need for responsible implementation that balances opportunity with consumer trust. These new insights and perspectives will help shape the next chapter of AI in travel and beyond.
Sentiment Breakdown
Booking.com’s new research identifies distinct segments among consumers based on how they feel about AI: almost half (47%) of Vietnamese travelers are AI Enthusiasts, intrigued by what AI can do while 28% are AI Advocates, who actively support its benefits and responsible adoption. This optimism comes from the belief that AI will make life easier (83%), save time and effort (61%), expand learning opportunities (55%) and enhance productivity (53%).
However, this excitement also comes with significant caution. While 99% Vietnamese respondents are enthusiastic about AI, 91% have at least one concern about its broader implications. Approximately 4% see themselves as AI Cautious, wary of AI’s development or use, and 2% as AI Skeptics. 6% identify them as AI Detractors, signaling a meaningful segment resistant to AI adoption.
Mapping the AI Mindset: Regional Variations
There are differences in how people feel about AI across different regions. Latin America (LATAM) leads globally in enthusiasm and familiarity, with 98% of respondents excited about AI and 89% understanding how it works. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life-41%, use AI for transportation and the same share for education. In Vietnam 59% use AI for educational purposes and 48% for transportation, highlighting the country’s growing openness to practical AI applications.
On the other hand, North America (NORAM) and Europe & Middle East (EME), emerge as skeptical strongholds, approaching AI with more caution and distrust. Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.
Assistance Over Autonomy
AI is now a big part of daily life for Vietnamese travellers: 99% use AI-powered search, 92% use streaming recommendations, and 95% engage with generative AI tools. Yet, the lack of a human touch generates doubts with 27% finding AI impersonal, and the majority double-check AI outputs even when they trust the technology: 41% always fact-check, and 38% do so sometimes. Only 11% of Vietnamese consumers fully trust AI.
This hesitation creates a clear boundary: most Vietnamese people are not ready to let AI make full decisions. Only 22% feel comfortable with AI making decisions independently, while 21% remain unsure, and 1% feel very uncomfortable, refusing to trust AI without human approval. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.
AI’s Advancing Role in Travel
AI is rapidly becoming a key part of the Vietnamese travel experience, with 58% of Vietnamese expecting autonomous trip planning to go mainstream in the near future. Travelers in Vietnam are increasingly relying on AI-powered tools and are open to technology that makes their trips better.
A majority (88%) have already used AI in some aspects of travel and nearly all have turned to it for planning or booking, or while already on a trip (99%). When planning a trip, travelers in Vietnam most often use AI to research destinations and the best time to visit (48%), find local experiences or cultural activities (42%), and get restaurant recommendations (41%). AI assistants are emerging as a more trusted source for planning travel (45%), than colleagues (25%) or influencers (21%). Once in-trip, Vietnamese use AI tools for translation capabilities (56%), in-destination activity suggestions (51%), navigating unfamiliar locations or transport systems (51%) and restaurant recommendations (44%). After returning home, the top AI use case is photo editing, cited by 46% of Vietnamese travelers.
Beyond making travel easier and more efficient, a benefit 80% of Vietnamese travelers recognize, there is also a strong desire for AI to serve as a force for good. Most people (79%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travelers in Vietnam are increasingly mindful of community impact, with 76% wanting AI to highlight experiences that positively benefit the local places they visit.
 in travel&p[summary]=99% of Vietnamese respondents say they are excited about AI and 86% are familiar with the technology. 22% of Vietnamese consumers are comfortable with AI making decisions independently, highlighting a clear boundary when it comes to fully handing over control to automation. 99% of Vietnamese consumers want to use AI in future travel planning, with AI assistants (45%) now considered a more trusted source than travel bloggers (26%) or social media influencers (21%). Despite widespread enthusiasm, only 11% fully trust AI and the majority (91%) have at least one concern about its implications)
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