BKNG · News · 20261104N

AI Adoption and Connected Trip

Booking Holdings Inc. · 2026-11-04 · Importance 56 · Surprise 82

Travelers using Booking Holdings’ AI assistants at Priceline and Agoda converted at roughly twice the rate of non-users. Agoda assistant users also had 20% higher average booking values. Traffic from external AI platforms, including large language models, remained minimal, although it was growing; another report said AI-driven referrals were below 1% of room nights.

Key facts

• Agoda AI assistant users had 20% higher average booking values. source
• Travelers using AI assistants at Priceline and Agoda converted at roughly twice the rate of non-users. source
• Booking Holdings said AI-driven referrals currently account for below 1% of room nights. source
• Traffic from external AI platforms such as large language models remained minimal, though growing. source