With OpenAI, the company saw an opportunity to become a true travel companion, addressing the discovery phase to help travelers uncover destinations and experiences they didn’t even know they wanted.

“When ChatGPT launched in 2022, I got this tingle,” says Adrienne Enggist, Senior Director of Product Marketplace at Booking.com. “It reminded me of the early days of broadband access—this massive opportunity to change how people engage with travel. We knew this could help us finally crack the discovery challenge.”

To date, Booking.com has launched multiple AI-powered solutions with OpenAI to make travel planning easier and more intuitive.

Booking.com had been using machine learning for over a decade, but traditional models and rule-based systems struggled to capture the nuances of user intent - especially in the early discovery phase.