Booking Holdings on AI, Airbnb, and the future of travel
Glenn Fogel highlights opportunities and challenges shaping the industry at the Skift Global Forum
At the Skift Global Forum 2025, Booking Holdings CEO Glenn Fogel described this as one of the most exciting moments for travel and technology. In a wide-ranging discussion, he emphasized both the promise of AI and the pressures posed by competitors like Airbnb, while stressing that innovation must balance the needs of travelers and suppliers alike.
Key takeaways
- AI returns are real: Fogel said Booking is already seeing measurable benefits from AI, improving efficiency and investor returns.
- High costs remain a concern: The current AI boom requires heavy capital investment, with uncertain payback timelines.
- Focus on both sides of the market: Booking aims to ensure AI serves travelers and suppliers, not just one group.
- Connected trip vision: Fogel sees opportunities for suppliers to gain incremental business by reaching the right customers more effectively.
- Marketing efficiency: He criticized wasted marketing spend and highlighted AI’s potential to better target relevant audiences.
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