Booking Holdings (BKNG) Citi’s 2026 Global TMT Conference summary

Key strategic themes

• Focus on the Connected Trip vision, aiming for seamless, personalized travel experiences using AI and data to anticipate and resolve issues before they arise.

• Genius loyalty program is being revamped to enhance value for both travelers and partners, driving a flywheel effect of increased engagement and benefits.

• AI is central to improving customer service, personalization, and operational efficiency, with ongoing experiments across brands and new AI-native initiatives.

• B2B operations are being consolidated across brands for greater efficiency and effectiveness, with a unified leadership structure launching January 1.

• Expansion in alternative accommodations, especially in the U.S., remains a priority, with supply growth and brand awareness as key challenges.

Technology and AI advancements

• AI is viewed as a prediction machine, with ambitions to proactively solve travel disruptions and enhance planning and discovery.

• AI-driven tools like trip planners and chatbots are showing improved customer satisfaction and conversion rates, though still in early stages of adoption.

• Customer service has seen double-digit cost reductions and rising satisfaction scores due to AI, with further automation expected.

• Personalization leverages long-term customer data to tailor recommendations and experiences, with ongoing efforts to deepen this capability.

• Experimentation with AI-native startups and internal projects is accelerating innovation and knowledge sharing across the organization.

Market and regional strategies

• European market leadership is strong, especially in alternative accommodations, while U.S. growth depends on increasing supply and awareness.

• Asia strategy leverages Agoda’s localization and Booking’s global scale, with positive long-term travel demographics.

• B2B business is sizable and expected to grow with the new unified approach, offering partners both breadth and tailored solutions.

• Competitive threats from social media and AI-driven platforms are acknowledged, but trust, service, and integrated solutions are seen as key differentiators.

• Partnerships and data-driven collaboration with suppliers are critical for maintaining a strong position in travel discovery and fulfillment.