Dive Brief:
- As of Wednesday, a select number of Booking.com Genius loyalty members in the U.S. will have access to a newly launched AI trip planner. Partially powered by large language model technology from OpenAI's ChatGPT API, the trip planner allows travelers to have a “conversational” planning experience.
- Travelers can ask the AI trip planner natural language questions for help selecting potential destinations and accommodations and creating travel itineraries. The AI trip planner is directly integrated into the accommodation booking experience in the Booking.com app, the company said.
- Booking.com is one of several OTAs, including Expedia and Kayak, to recently integrate AI chatbots to simplify the trip planning process. But Booking.com’s integration takes things one step further by facilitating easier booking — something fellow Booking Holdings-owned brand Priceline is also working on.
Dive Insight:
While Booking.com has previously used machine learning to enhance the customer experience on its platform, the launch of its new trip planner marks the company’s entrance into a generative AI-led space other OTA competitors are already exploring.
“Our new AI Trip Planner is simply the next step in our ongoing journey to explore how we can bring even more value, and hopefully enjoyment, to the entire trip planning process,” Booking Holdings CEO Glenn Fogel said in the announcement.
Similar to Expedia and Kayak’s integrations, announced in March, users on the Booking.com app can ask the planner travel-related questions, and it will respond with tailored recommendations in a “quick, conversational way,” the company said.
The AI trip planner can provide travelers with a visual list of destinations and accommodations and allows users to toggle between their chat and the Booking.com app interface. Travelers can complete their reservation by clicking on a specific accommodation.
Booking Holdings-owned OTA Priceline is looking to make similar booking enhancements with its recently announced chatbot, powered by Google Cloud’s generative AI technologies. With Priceline’s integration, travelers will be able to book a hotel or flight directly in the chat.
