Nearly Seven in 10 South Koreans Use AI from Travel Planning to Booking, Survey Finds

Artificial intelligence has become part of the travel planning process for nearly seven in 10 South Korean travelers, according to Booking.com’s analysis of its 2026 global travel trends survey. Sixty-nine percent of South Korean respondents said they had experience using AI, compared with 50% of respondents worldwide.

Among those who used AI, 43% said it reduced the time they spent researching and planning. Another 36% said the recommendations matched their personal preferences. The most common uses were researching destinations, checking what to pack and learning about etiquette, finding activities, and searching for accommodation.

South Korean travelers also showed a relatively high level of comfort with automated booking services. Forty-six percent said they were comfortable with automated restaurant reservations. The figures were 44% for accommodation, 43% for flights and 38% for rental cars, with each measure above the global average.

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AI is developing beyond simple recommendations and toward connecting every stage of travel.

Interest in accommodation using robot technology was also higher in South Korea, at 85%, compared with 77% globally. Still, some travelers preferred to plan without AI. Among respondents who had not used it, 24% cited the enjoyment of planning a trip themselves, while 34% said they were not sufficiently familiar with how to use AI.

Laura Holdsworth, Booking.com’s managing director for Asia-Pacific, said AI was developing beyond simple recommendations and connecting the stages of a trip. She said the company planned to offer more personalized travel experiences, beginning with markets such as South Korea where use is widespread.

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We will provide personalized travel experiences, led by the South Korean market where usage is high.