--- title: AI Will Personalize the Travel Experience, According to Booking Holdings CEO description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. canonical: https://time.com/branded-content/booking-com/booking-holdings-ceo-on-the-technology-thats-changing-the-travel-experience/ article:opinion: false article:content_tier: free article:published_time: 2026-07-20T09:47:14.367Z article:modified_time: 2026-07-20T09:47:06.788Z article:section: Branded Content og:title: AI Will Personalize the Travel Experience, According to Booking Holdings CEO og:description: Breaking news and analysis from time.com. 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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Booking.com Executive Spotlight [Watch (HLS stream): Booking.com Executive Spotlight](https://cdn.jwplayer.com/manifests/R8eGlm51.m3u8) (4:48)  _Published 2024-06-05. Booking.com Executive Spotlight_ As TIME prepares to release its highly anticipated “World’s Greatest Places” annual list of tourist destinations, CEO Jessica Sibley talked all things travel with Glenn Fogel, the CEO of the world’s leading provider of online travel, Booking Holdings. During the dot-com boom, Booking Holdings started as Priceline.com. Since then, multiple mergers and acquisitions—including the acquisition of Booking.com, giving the company its current name—helped it expand its offerings and grow into a platform that provides travel services in more than 220 countries and territories at users’ fingertips. For this interview, Fogel traveled to TIME’s New York City office to share the technology advancements and trends shaping the travel industry of the future. After being at the company for 24 years (and serving as CEO for 8 of those years), here are some of the changes he’s seen over the years and the rapid innovation that will continue to transform the travel industry. ## Using tech to make better choices Thanks to technology innovations, today’s travelers can discover, book and enjoy trips anywhere in the world in just a few magic clicks. Booking Holdings has been using AI for over a decade to make travel easier—from personalizing trip recommendations and showing travelers options in their local language to instant customer service at the tap of a button. Now with Generative AI and new technology launching at a rapid pace, the company is accelerating efforts to shape a future marked by profound personalization, instant support, and an ease unknown today, truly digitizing travel agents. Sometimes it can seem like the biggest problem remaining in travel is having too many choices—but not a lot of help in making those choices, Fogel noted. “So the idea is: How can we combine this infinite choice…with technology, to help make sure you're able to narrow it down and pick the right choice and do the right things? And that's what we're doing. We have all the data, we have all the machine learning models, we have AI,” Fogel said. The company is continuously leveraging new technology and testing new products, such as Booking.com's AI Trip Planner, to help travelers narrow down choice. Combining in-house data with ChatGPT's AI, the tool provides travelers a human-like conversation with real-time, personalized itineraries and tailored recommendations on destinations, accommodations, and attractions, which can then be booked straight from the app. ## Post-Covid travel trends—are they here to stay? After Covid-related restrictions, Fogel shares that people were eager to travel as soon as they could—but that they began to change how they were traveling, and some of those changes seem to be lingering. Fogel notes that people were renting homes instead of staying in hotels to avoid crowds. “The beautiful thing about Booking.com is we show homes, apartments, hotels—all types of accommodations in the same place. So people can compare and contrast, look at the prices, what are the amenities, and what's the use case.” Another major change is that post-Covid flexibilities have increased the ability to work remotely. As a result, people are extending what would normally just be a weekend trip by coming to their destination a few days early and logging in remotely—perhaps taking a long lunch break on the beach. ## An enhanced travel experience The future of travel, driven by AI, promises a more efficient, personalized, and exciting journey for every traveler. Booking Holdings’ AI-driven tools will provide hyper-personalized travel recommendations while AI-powered chatbots and virtual assistants will revolutionize customer service, offering instant support and a seamless booking experience for everyone. With technology and AI propelling the travel industry forward, the sky is not the limit—it’s just the beginning.  Booking.com is revolutionizing the travel industry at the touch of a button. 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