Booking CEO Doubles Down on AI and Connected Trip Strategy

5/26/2026

Booking Holdings says AI will be central to its future growth strategy as competition in online travel intensifies. CEO Glenn Fogel described AI as an “absolute net benefit,” highlighting its use in customer service, personalization, and software development, as well as its role in improving how travelers discover and book trips. The company is also advancing its Connected Trip strategy, which encompasses accommodations, flights, rental cars, activities and dining, into a single seamless booking experience. Fogel emphasized growing direct usage, noting that about 65% of users now access Booking.com without third-party intermediaries. Fogel said loyalty programs and first-party data will become increasingly important as AI reshapes travel search and booking behavior.

ShortTermRentalz (05/21/26) Priya Khaira