Booking Holdings CEO shares plans to make travel planning more enjoyable for travelers.

Most people like traveling. But far fewer enjoy booking it.

According to a 2024 survey by CivicScience, more than 70% of people who book their own travel arrangements find the process stressful, with the percentage even higher among parents of kids and teens.

Booking travel arrangements can be a challenging task that requires sifting through numerous booking websites, evaluating star ratings and travel reviews, and deciphering fine print to secure the best deal.

Generative AI, as demonstrated by ChatGPT, is poised to revolutionize the travel industry by offering itineraries and recommendations in a matter of seconds.

Booking Holdings CEO Glenn Fogel stated on CNBC Travel that he aims to surpass the current level of growth.

Fogel wants Bookings' brands to anticipate travelers' needs instead of leaving it to them to plan their trips from scratch.

"We should approach the traveler and initiate a conversation by saying, 'Based on the information we have gathered, we believe you might be interested in visiting Naples, Italy. We will use all the data we have on our customers to try and start this discussion.'"

"That's the difference," he said.

By anticipating travelers' preferences, such as connecting rooms, baby cribs, or high floors in hotels, AI can eliminate the need for repetitive requests.

""Just like in the past, when people relied on human travel agents, who knew all about them, the technology now offers a better solution," he stated."

As travelers transition from post-collegiate trips to Ibiza in their 20s to Disney World trips in their 30s, Fogel believes that generative AI should also grow with them.

"It should know everything about you," said Fogel.

The traveler likely had a child, and thus will need similar seats for future bookings, he said.

One-stop booking

According to Expedia Group's "The Path to Purchase" report, conducted with Luth Research, travelers spent an average of more than five hours reading 141 travel-related webpages in the 45 days before booking their trips.

Fogel stated that it's not a fantasy to plan entire trips, including lodging, transportation, entertainment, and dining, in a single booking.

He said, "I want more than just suggestions; I want them to come to me."

"If I were to embark on a lavish trip to London, our AI would suggest a steakhouse in Mayfair that we believe you'd enjoy based on past bookings. Additionally, they would like to offer you a discount on their exquisite red wines, which we know you appreciate. The personalization will be exceptional."

How far off?

Fogel stated that everyone is eager to learn about the release date of the advanced planning tools.

The actual usage of revolutionary technologies is often behind the hype.

Fogel stated that he is uncertain about the arrival time but knows the method.

"We'll add new services and products incrementally, step by step. As we gather more information, our models will improve and we'll provide better services."

Fogel announced that Booking.com has launched a beta version of its generative AI service, "Trip Planner," which is designed to assist users in planning their trips.

He stated that it provides a small sample of what the future holds.

He assured me that it won't happen tomorrow, but it will eventually come.