5 Insights from Booking.com on Asia’s Next Travel Wave

With years of experience and a deep understanding of the region’s diverse needs, Laura is pioneering efforts to make travel more accessible, efficient, and tailored to global visitors.

Ahead of her session at Skift Asia Forum, she shares thoughts on AI innovation, pop culture’s tourism effect, and the industry's shift toward more meaningful and sustainable journeys into the region.

What is Booking.com’s vision for the future of travel?

Laura Houldsworth said the company is on a mission to make travel accessible for everyone, "however big or small" the experience. She envisions a smarter, more sustainable future for the region’s travel industry and highlighted Booking.com’s investment in technology to “take the friction out of travel."

The platform now offers more than 28 million accommodation listings and is leveraging AI to recommend destinations and stays tailored to individual needs.

She added that Booking.com aims to become a one-stop shop for booking entire trips – from flights to meals – anticipating traveller preferences in real time. 

"AI has the potential to evolve into the role of a human travel agent... and proactively provide modifications to itineraries and recommendations that best suit you in a matter of seconds." 

How has 'The White Lotus' influenced travel to Southeast Asia?

The latest season of The White Lotus has sparked a travel interest boom in Thailand. “We’ve seen searches for Koh Samui surge more than three-fold*,” said Houldsworth, referring to Booking.com data after the season premiere. 

New interest also emerged from countries like Italy and Sweden, showing how pop culture can shape global travel patterns.

She said pop culture acts as a “powerful travel influencer,” with fans visiting filming locations to "step into the world of the series," with resorts like Four Seasons Koh Samui seeing increased appeal.

“The White Lotus features Thailand’s premier wellness facilities and services at the resort, such as health mentors, digital detox bags, and massages, which perfectly align with what today’s travellers are looking for on their vacations, according to our Travel Predictions 2025 research.”

She said Booking.com's 2025 research found that 60% of global travellers are keen on longevity retreats, and 58% are willing to pay for vacations that support long-term wellbeing. Travel operators can tap into this trend with themed retreats that capture the White Lotus lifestyle.

*Based on searches made between 16 - 17 Feb 2025 for Koh Samui on Booking.com for check-in dates 1 Jun - 31 Aug 2025 vs the previous year.

How is Booking.com integrating AI and technology into the travel experience?

“AI is not new to Booking.com,” said Laura Houldsworth. “We have been experimenting and developing products that leverage AI and machine learning (ML) for over a decade to create more personalized experiences and accurate recommendations.”

She added, “At Booking.com, our ‘build-first’ mindset allows us to develop and scale AI-powered solutions and learn along the way. This helps us create solutions that work at scale while keeping our focus on our customers.”

According to Booking.com’s Travel Predictions 2025 research, “49% of travellers in Asia-Pacific are interested in using AI to curate trips, and 72% will use technology to find authentic experiences,” Houldsworth said.

“We’re constantly examining our entire customer journey to see where we can leverage AI and other technologies to meet the unmet needs of our travellers across the entire end-to-end trip experience.”

She highlighted Booking.com’s recent launches: “Our AI Trip Planner is currently available in Singapore, Australia and New Zealand in the Booking.com app. We also introduced new features like Smart Filter, Property Q&A and Review Summaries to simplify key steps in the planning process.”

What’s one big bet Booking.com is making in Asia?

Sustainability is a growing focus for Booking.com in response to increasing demand from Asia-Pacific travellers. "Faced with the impacts of climate change, sustainable travel is no longer just a niche but a growing necessity for travellers – a resounding 85% of Asia-Pacific travellers confirmed that sustainable travel is important to them and 78% say that they want to travel more sustainably, according to Booking.com’s Sustainable Travel Report 2024."

"We believe in making sustainable travel choices easier and promoting a more sustainable travel industry to preserve and build a world worth experiencing. Over 18,000 accommodations now feature third-party sustainability certifications on our platform, showcasing the efforts of our accommodation partners – whether it be reducing their greenhouse emissions, improving water, waste, and energy efficiency, or supporting local communities," Houldsworth said.

"To expand our impact, we collaborate with leading travel and tourism organisations, including the Global Tourism Council and Travalyst Coalition. We have also launched courses in partnership with UN Tourism on key sustainability topics in hospitality and tourism to help our accommodation partners advance their sustainability initiatives," she added.

How is Booking.com redefining the travel experience in 2025?

“We want to give customers the ultimate travel experience through a ‘Connected Trip’,” said Houldsworth, describing the company’s vision to let travellers plan, book, and manage their trip in one place.

AI plays a central role. “84% of travellers in Asia agree that AI makes the planning process faster,” she said, and the company is responding with features that personalise and simplify every stage.

Tools like Smart Filter and Property Q&A allow users to express needs in their own words and receive instant, tailored suggestions. “By experimenting with AI and technology, we aim to reduce and remove the potential frustration points,” she added, “to make the entire travel experience more seamless and stress-free.”

Continue the Conversation with Booking.com at Skift Asia Forum

As Southeast Asia reclaims its spot on the global travel map, leaders like Laura Houldsworth are helping set the pace for innovation, sustainability, and growth. Booking.com’s approach of blending AI, culture, and purpose reflects the future-forward thinking needed to accelerate inbound travel across the region.

At Skift Asia Forum, Laura will share more on how Booking.com is unlocking new possibilities for travellers and partners alike. Don’t miss this conversation on what’s next for one of the world’s most dynamic travel regions.