Booking.com’s quest to capture user intent with AI

Partnering with OpenAI, Booking.com is using generative AI to better understand user intent and move from reactive search to proactive travel planning

Booking.com has partnered with OpenAI to develop and refine its AI-powered trip planner, gradually enhancing the tool based on user feedback. While most users don't yet rely fully on AI for end-to-end travel planning, they increasingly turn to it during parts of the process, viewing it as a helpful co-pilot rather than a full replacement for traditional methods.

Key takeaways

Trip Planner focus: Booking.com is prioritizing its AI trip planner while exploring the potential of autonomous agents like OpenAI’s Operator, which can independently search and book services online.

AI as Co-Pilot: Users aren't fully handing over trip planning to AI yet, but are becoming more open to partial assistance.

Autonomous agents: The future may involve AI agents working together in the background to execute more complex travel planning tasks.

Action-based AI: Booking.com envisions its trip planner evolving from providing suggestions to taking actions on behalf of users.

Capturing intent: Understanding user intent remains a key challenge; Booking.com is experimenting with natural language tools like Smart Filter to address this.

Search evolution: The company sees AI enhancing—not replacing—traditional search, with generative AI and NLP offering more intuitive, conversational interactions.

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