64% of APAC Travelers Now Use AI to Plan Trips. Booking.com’s Laura Houldsworth on What That Actually Means

Laura Houldsworth leads Booking.com’s Asia Pacific business as Managing Director, overseeing one of the most complex and commercially significant travel regions globally. Her vantage point sits at the intersection of platform-scale data and on-the-ground market intelligence, a combination that makes her perspective on traveler behavior unusually precise.

At Skift Asia Forum 2026, she will draw on Booking.com’s latest research across tens of thousands of travelers to make the case that what’s shifting in APAC isn’t just consumer preference, it’s the underlying logic of how travel decisions get made.

How is traveler discovery and booking behavior evolving across Asia?

“According to Booking.com’s Travel Trends 2026* traveller discovery across Asia is becoming increasingly fluid… while the discovery is becoming more dynamic and less linear, booking behaviour remains rooted in trust and practicality.”

“AI is increasingly becoming a go-to travel companion for many in APAC, with 64% of travellers turning to AI tools either while planning or during their trips. AI is simplifying the trip planning and booking process. Instead of spending hours researching, travellers leaned on AI for quick tailored suggestions…”

“Over half (52%) of travellers said AI helped cut down the time spent planning, while others discovered new ideas…”

“Across the region, travellers still want clear and useful information before they commit, whether that is trusted reviews… or clarity around transport access…”

“Taken together, this points to a travel journey that is becoming more dynamic at the inspiration stage, while still being shaped by transparency, relevance and confidence at the point of booking.”

“Furthermore, intra-regional travel across Asia is gaining increased importance…”

*Booking.com’s Travel Trends survey, conducted in January 2026 among 32,800 respondents across 34 markets.

How are experiences, culture, and community shaping traveler decisions today?

“What increasingly shapes travel decisions today is not only the destination itself, but the richness of the experience around it.”

“Our recent ‘Taste of Home Asia Pacific’ research emphasizes how culinary experiences are significantly shaping holiday home stays…”

“Holiday homes are becoming increasingly popular because they provide the flexibility, privacy, and kitchen access travelers need…”

“We are also seeing trends like ‘Trolley Tourism,’ where visiting local markets and supermarkets becomes a core part of the travel experience.”

“Travel is also becoming more community-led… the overall shift is towards travel that feels more meaningful, experience-led and connected.”

Booking.com’s Taste of Home study was conducted online in July 2025 across APAC markets among 8,047 respondents.

What is one prediction that might surprise the audience?

“One prediction that may surprise people is that travel will become even more deeply tied to identity.”

“Booking.com’s Travel Predictions 2026** points to a future in which people are not just travelling to unwind or escape, but to pursue specific passions, celebrate personal milestones… and design trips that reflect who they are.”

“What may look like niche behaviours… is really part of a much bigger shift towards individuality… travel is becoming one of the clearest ways people choose to express themselves.”

**Booking.com Travel Predictions 2026 research commissioned by Booking.com and conducted between July to August 2025 among 29,733 respondents across 33 countries who plan to travel for business or leisure in the next 12 – 24 months.

Last Call: Five Seats Left at Skift Asia Forum 2026

Senior operators and product leaders building for APAC travelers cannot afford to operate on assumptions that are already a cycle behind. 

Houldsworth is one of several senior leaders taking the stage at Skift Asia Forum 2026 to address the forces reshaping travel across the region, from shifting demand patterns and the AI-driven planning stack to geopolitical pressures rewriting intra-regional flows.