Booking Holdings is leveraging innovative technology and artificial intelligence to enhance its services, improve operational efficiency, and provide seamless experiences for travelers and partners. The company continues to invest in generative AI, positioning itself as a leader in the evolving digital travel landscape.
Rob Francis, Chief Technology Officer (CTO), leads Booking.com’s technology strategy to support the company’s advancement as a global leader in travel technology, working to create seamless experience for customers.
AI-Driven Innovation and Expansion
With a legacy of embracing technology, Booking Holdings is integrating generative AI into its platforms to improve user experiences. The company’s AI initiatives include Booking.com’s AI Trip Planner and Priceline’s AI-powered travel assistant, Penny. OpenTable, Agoda, and Kayak are also making strides in AI, utilizing platforms like Salesforce’s Agentforce to optimize their services. These advancements are expected to enhance customer satisfaction and operational efficiency while driving business growth.
Booking.com’s AI Trip Planner, launched in June 2023, integrates the platform’s machine-learning models and OpenAI’s ChatGPT API. Initially designed to answer general travel questions, it has evolved to provide highly personalized recommendations. The feature is free and accessible via the Booking.com mobile app, where users can sign in to leverage their past searches and travel history for a more tailored experience.
Glenn Fogel, CEO of Booking.com, said: “Generative AI has the potential to drive improvements in operational efficiency, which would contribute to a further deceleration of our fixed expense growth in 2025.”
Financial Performance and Growth
The company reported strong financial results in 2024, with gross bookings reaching $166 billion, a 10 percent increase from 2023. Booking.com’s revenue grew by 11 percent to $24 billion, and adjusted EBITDA saw a 17 percent rise to over $8 billion.
The fourth quarter of 2024 also showed significant momentum, with room nights exceeding expectations and growing 13 percent, demonstrating the impact of Booking Holdings’ tech-driven strategies.
The Connected Trip Vision
Booking Holdings is advancing its connected trip vision, aiming to create a seamless and personalized travel experience. In the fourth quarter, connected trip transactions increased by over 45 percent year over year, with flights playing a crucial role in this growth.
Nearly 50 million airline tickets were booked across its platforms in 2024, marking a 38 percent increase. The expansion of merchant capabilities at Booking.com has further enhanced the flexibility for travelers and partners, with merchant gross bookings rising to 59 percent of total gross bookings.
AI Partnerships and Future Prospects
The company is actively collaborating with leading AI organizations on agentic model developments, exploring new ways for travelers to interact with its platforms. These AI-driven models are expected to transform how bookings are made, allowing for greater personalization and convenience. Booking Holdings remains committed to leveraging AI to improve customer acquisition, enhance loyalty programs, and refine its pricing strategies.
Trust and Customer Engagement
Maintaining trust with travelers remains a top priority, with direct bookings making up a mid-60s percentage of B2C room nights in 2024. The Genius loyalty program continues to evolve, extending beyond accommodations to other travel verticals. These efforts are expected to drive increased customer retention and direct engagement, reinforcing Booking Holdings’ position as a trusted leader in the online travel industry.
Looking Ahead
Booking Holdings anticipates that AI-driven efficiencies will continue to shape its future, leading to greater automation, improved customer service, and optimized operations. The company remains focused on refining its fintech capabilities to lower transaction costs for both travelers and suppliers. With a strong technological foundation and strategic investments in AI, Booking Holdings is poised to drive long-term growth while transforming the travel experience for millions of users worldwide.
Baburajan Kizhakedath
