Booking.com Highlights AI Advancements in Travel Tech

Booking.com is leveraging generative AI to gain deeper insights into traveler intent, enhancing personalization and streamlining the booking experience. According to Matthias Schmid, Senior VP of Accommodations, AI is transforming online travel agencies, enabling more relevant hotel content and improving search capabilities.

Speaking at ITB Berlin, Schmid emphasized that AI is a revolution, not an evolution, with Booking.com at the forefront. The company has integrated AI into machine learning models for pricing, fraud detection, language translation, and customer interactions.

Booking.com categorizes AI use into three areas: internal productivity, machine learning improvements, and traveler intent optimization. AI tools assist software engineers, summarize customer service calls, and refine content to better match user profiles. The platform can now identify travelers—such as families or solo female travelers—and tailor hotel descriptions accordingly.

Since launching its AI-powered trip planner in June 2023, Booking.com has introduced smart filters and Q&A features for personalized recommendations. The platform’s AI trip assistant and car rental pickup assistant are set to expand across European markets.

Booking.com is also collaborating with OpenAI on AI-driven booking agents, testing automation in reservations. While still refining the technology, Schmid expects significant improvements in the coming months.

As AI continues shaping the travel industry, Booking.com is focused on data security, proprietary insights, and search evolution. Schmid urged travel brands to experiment with AI, stressing that adoption is essential for staying competitive in the evolving digital landscape.

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Booking.com Highlights AI Advancements in Travel Tech

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