Booking Holdings achieved a 10% year-on-year reduction in customer service cost per booking whilst handling 10% more bookings, demonstrating measurable generative AI efficiency gains that are now visible in the company's profit and loss statement. The travel platform operator deployed multiple gen AI and agentic AI tools throughout 2025—including natural language search, smart filters, and AI agents for customer support—with early agentic AI implementations showing promising results including faster search, better conversion rates, lower cancellation rates, and positive customer satisfaction metrics. Booking Holdings plans to deepen these capabilities in 2026 by further integrating agentic AI for unified, personalised experiences whilst maintaining partnerships with major AI companies to capture demand shifts from traditional search to large language models.
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