Booking.com Bets Travelers Will Research With AI but Book With It

Booking.com is positioning itself to capitalize on the rise of generative AI in travel planning, betting that while travelers may use AI chatbots for research, they will ultimately book through trusted platforms like its own. The company's experience with superapps—where high daily engagement did not translate into travel bookings—suggests that AI chatbots may face a similar challenge. Booking.com believes its established trust, payment infrastructure, and seamless booking experience will be decisive factors. As AI reshapes the early stages of travel planning, the battle for the final booking is intensifying, and Booking.com aims to remain the go-to destination for completing transactions.