How AI is Revolutionizing Travel Planning: Booking.com’s Vision for the Future
The internet revolutionized the way we plan and book travel, making traditional brick-and-mortar travel agencies a relic of the past. Now, generative artificial intelligence (AI) is poised to transform the travel industry once again, promising a future where planning trips is faster, smarter, and more personalized than ever before.
In June 2023, Booking.com (BKNG) launched its AI trip planner, a tool designed to streamline the travel planning process. This innovation came at a time when AI chatbots were gaining significant traction across industries. With this tool, travelers can search for destinations, filter options, and get their questions answered more efficiently than ever—whether they’re browsing the site or seeking help from customer service.
Glenn Fogel, CEO of Booking Holdings, described the integration of AI into the company’s suite of travel planning tools as a “kind of obvious” move. However, he believes the potential of AI in travel planning goes far beyond what’s currently available. “What we really want is, as I say, to recreate the effect of dealing with a human being,” Fogel explained during an episode of Quartz AI Factor, a video series filmed at the Nasdaq MarketSite (NDAQ).
AI: The New Travel Agent
Before the rise of online booking platforms, travel agents were the go-to resource for planning trips. They would tailor itineraries based on their clients’ preferences, budgets, and other specific needs. Fogel envisions a future where AI can replicate—and even surpass—this level of personalization.
“For example, using AI, you decide that you want to take a boat tour in Amsterdam and you’ve arranged it all,” Fogel said. “We will have AI saying: ‘It’s two days before your boat ride. It looks like it’s going to rain. We’re going to suggest that we change your boat ride for another day, for Friday from Thursday. And Thursday, we’d like to suggest that you spend the day in the rice museum with indoor while it’s raining outside.’”
This level of adaptability and foresight could redefine the travel experience, making it not only more convenient but also more enjoyable. By anticipating potential disruptions and offering alternative plans, AI could eliminate much of the stress associated with travel planning.
Expanding AI’s Role Beyond Travel
Booking.com isn’t stopping at travel planning. In September, another company under the Booking Holdings umbrella, OpenTable, announced its adoption of Salesforce’s (CRM) AI agent, Agentforce. This technology has already simplified customer service interactions, making it easier for diners to resolve issues and communicate with restaurants.
Fogel sees even greater potential for AI in the dining industry. “Eventually, I do believe you’ll call a restaurant… and you’ll think you’re talking to a human being,” he said. “You’re not talking to a human being. You’re talking to an AI agent. It sounds like a human. It acts like a human. The one difference is it doesn’t get angry at you ever. It’s always nice. It’s always pleasant.”
What’s Next for AI in Travel and Hospitality?
As AI continues to evolve, its applications in travel and hospitality are expected to grow exponentially. Here are some potential advancements we might see in the near future:
- Hyper-Personalized Itineraries: AI could analyze a traveler’s preferences, past trips, and even social media activity to create highly customized travel plans.
- Real-Time Problem Solving: From weather disruptions to last-minute cancellations, AI could offer instant solutions to keep trips on track.
- Seamless Customer Service: AI agents could handle everything from booking changes to restaurant reservations, providing a consistent and pleasant experience.
- Voice-Activated Travel Planning: Imagine planning an entire trip through a conversation with an AI assistant, much like talking to a human travel agent.
Fogel’s vision for AI in travel and hospitality is ambitious, but it’s also grounded in the technology’s current capabilities. By leveraging AI, companies like Booking.com and OpenTable are not only enhancing their services but also setting new standards for the industry.
Conclusion: A Future Powered by AI
The integration of AI into travel and hospitality is more than just a technological upgrade—it’s a paradigm shift. By mimicking the personalized service of human agents and adding the efficiency and reliability of machines, AI has the potential to revolutionize the way we plan and experience travel.
As Fogel aptly put it, the goal is to create an experience that feels as natural and intuitive as dealing with a human being, but with the added benefits of AI’s precision and consistency. Whether it’s rescheduling a boat tour in Amsterdam or resolving a dining issue, AI is poised to make travel and hospitality more seamless and enjoyable than ever before.
For travelers and diners alike, the future looks bright—and it’s powered by artificial intelligence.
Originally Written by: Quartz Staff
