{"id":66379,"date":"2025-01-06T17:20:08","date_gmt":"2025-01-06T17:20:08","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=66379"},"modified":"2025-01-06T17:20:08","modified_gmt":"2025-01-06T17:20:08","slug":"booking-com-looks-to-genai-to-enhance-the-travel-experience","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/","title":{"rendered":"Booking.com Looks to GenAI to Enhance the Travel Experience"},"content":{"rendered":"<p><span data-contrast=\"auto\">Excuse the pun, but it\u2019s been a turbulent few years for the travel sector.<\/span><\/p>\n<p><span data-contrast=\"auto\">As we enter the year 2025, the COVID-19 pandemic may seem a distant memory, but its impact on the travel sector was severe. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The travel bans and mass holiday cancellations led to a significant decline in trust in the sector.<\/span><\/p>\n<p><span data-contrast=\"auto\">Yet, the industry has <a href=\"https:\/\/www.cxtoday.com\/contact-centre\/the-state-of-cx-in-travel-and-hospitality-for-2023\/\" target=\"_blank\" rel=\"noopener\">fought hard to win back that trust over the past few years<\/a>.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Indeed, the Institute of Customer Service\u2019s <a href=\"https:\/\/www.instituteofcustomerservice.com\/research-insight\/ukcsi\/\" target=\"_blank\" rel=\"noopener\">UK Customer Satisfaction Index Report for July 2024<\/a> ranked &#8220;tourism&#8221; fourth out of the 13 industries surveyed. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">On the other side of the Atlantic, the <a href=\"https:\/\/theacsi.org\/news-and-resources\/reports\/2024\/04\/23\/acsi-travel-study-2023-2024\/\">American Customer Satisfaction Index\u2019s Travel Study for 2024<\/a> revealed that the airline industry achieved a record-high customer satisfaction score of 77. Meanwhile, &#8220;lodgings&#8221; also experienced a three percent year-on-year improvement. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In short, the travel customer experience sector seems to be trending in the right direction, making it a prime target for a CX boost, and Booking.com is grabbing the GenAI bull by its horns.\u00a0<\/span><\/p>\n<h2>Booking.com&#8217;s GenAI Story<\/h2>\n<p><span data-contrast=\"auto\">Like many businesses, Booking.com is looking to generative AI (GenAI) to help strengthen and expand its CX offering. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Late last year, the travel behemoth introduced a number of new and revamped AI-powered features, all aimed at delivering &#8220;more tailored and time-saving solutions for travelers.&#8221;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Chief among these new features is its Smart Filter tool, which allows travelers to describe their ideal property in their own words.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Whereas previously, users had to manually filter search results to find their desired accommodation option, they can now ask for exactly what they want. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, a customer may type: &#8220;Apartments in Barcelona with a kitchen, onsite gym, a rooftop bar, and a sea view.&#8221;<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The Smart Filter uses GenAI to scan Booking.com\u2019s inventory and apply relevant filters to provide a tailored list of options, streamlining the search process and saving time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For <\/span><b><span data-contrast=\"auto\">Joe Futty<\/span><\/b><span data-contrast=\"auto\">, <\/span><b><span data-contrast=\"auto\">VP of Product Marketplace at Booking.com<\/span><\/b><span data-contrast=\"auto\">, it is the tool\u2019s personalization capabilities that really spark the imagination. He said:\u00a0\u00a0 <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">&#8220;Our journey with AI for over a decade has always been about leveraging technology to make travel more intuitive and personalized, helping us fulfill our mission to make it easier for everyone to experience the world.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote><p><span data-contrast=\"auto\">With GenAI, we\u2019re not just enhancing the trip planning process\u2014we\u2019re facilitating more tailored experiences that adapt and respond to travelers\u2019 needs faster than ever before.<\/span><\/p><\/blockquote>\n<p><span data-contrast=\"auto\">Booking.com\u2019s Property Q&amp;A feature works in a similar fashion by allowing travelers to ask specific questions about a property, such as the number of EV charging points or a hotel\u2019s pet policy. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">GenAI then helps retrieve relevant details from listings, customer reviews, and even photos, providing answers to help customers make confident and informed booking decisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Interestingly, both of these features complement a trend highlighted in a recent McKinsey &amp; Company travel survey. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The research found that most travelers prefer planning their own trips, with only 17 percent using a travel agent in the past year.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The top reasons cited are the desire for full control over itineraries and the enjoyment of the planning process. Research even suggests that trip anticipation can bring more happiness than the trip itself.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In providing customers with a more sophisticated and seamless travel planning tool, Booking.com facilitates the prevailing desires of modern travelers. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>What\u2019s Next for GenAI and Travel?<\/h2>\n<p><span data-contrast=\"auto\">While customer reviews and feedback can be invaluable in helping travelers decide whether a hotel\/apartment is the right fit for their specific needs, they quite often contain a lot of unnecessary and unhelpful information. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Many of us will have experienced the frustration of flicking through hundreds of variations of \u2018great stay\u2019 or \u2018everything was perfect\u2019 when trying to find something more informative. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Booking.com is looking to address this issue through its GenAI Reviews. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Currently still in the experimentation phase, the tool will use GenAI to analyze reviews and provide customers with tailored summaries that highlight \u201cwhat matters most,\u201d such as details like parking or accessibility. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As well as the Reviews feature, Futty also hinted at other areas in which the company will look to deploy GenAI moving forward:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<blockquote><p><span data-contrast=\"auto\">Looking ahead, we\u2019re excited about our future plans, where GenAI will play a proactive role in managing trips, helping travelers navigate disruptions like flight cancellations with real-time solutions, making the entire travel experience smoother and more seamless.<\/span><\/p><\/blockquote>\n<p>While it does so, Booking.com will consider how GenAI can support its contact center teams. In doing so, it &#8211; like many other brands &#8211; may seek inspiration from CX Today&#8217;s article: <a href=\"https:\/\/www.cxtoday.com\/contact-centre\/20-use-cases-for-generative-ai-in-customer-service\/\" target=\"_blank\" rel=\"noopener\">25 Use Cases for Generative AI In Customer Service<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Excuse the pun, but it\u2019s been a turbulent few years for the travel sector. As we enter the year 2025, the COVID-19 pandemic may seem a distant memory, but its impact on the travel sector was severe. \u00a0 The travel bans and mass holiday cancellations led to a significant decline in trust in the sector. [&hellip;]<\/p>\n","protected":false},"author":4983,"featured_media":66380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[61092],"class_list":["post-66379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-engagement-platforms","tag-artificial-intelligence","tag-automation","tag-generative-ai","brands_to_track-cx-today","editorial_type-interview","intent-discovery"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Booking.com Looks to GenAI to Enhance the Travel Experience - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers Customer Engagement Platforms news including Artificial Intelligence, Automation, Generative AI and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Booking.com Looks to GenAI to Enhance the Travel Experience\" \/>\n<meta property=\"og:description\" content=\"CX Today covers Customer Engagement Platforms news including Artificial Intelligence, Automation, Generative AI and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-06T17:20:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/01\/booking.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Rhys Fisher\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rhys Fisher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\"},\"author\":{\"name\":\"Rhys Fisher\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/8658137cddc02e8aa6da2b92ccf4a044\"},\"headline\":\"Booking.com Looks to GenAI to Enhance the Travel Experience\",\"datePublished\":\"2025-01-06T17:20:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\"},\"wordCount\":781,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2025\/01\/booking.jpg\",\"keywords\":[\"Artificial Intelligence\",\"Automation\",\"Generative AI\"],\"articleSection\":[\"Customer Engagement Platforms\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\",\"url\":\"https:\/\/www.cxtoday.com\/customer-engagement-platforms\/booking-com-looks-to-genai-to-enhance-the-travel-experience\/\",\"name\":\"Booking.com Looks to GenAI to Enhance the Travel Experience - 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