Booking.com’s Top Tech Exec Says Generative AI Could Redesign Its Search Pages

March 29th, 2023 at 7:10 AM EDT

Photo Credit: Rob Francis, senior vice president and chief technology officer at Booking.com, at Skift Future of Lodging Forum in London on March 29, 2023. Skift / Russell Harper

Skift Take

The online travel agency will embrace “adaptive content” in what could be a significant evolution in the way people look for hotels. But any changes will be dictated by its customers, rather than hype.

The days of the typical hotel search results page are numbered, thanks to large language models like ChatGPT. That’s according to Booking.com’s technology chief, who thinks the future lies in “adaptive content” where a uniquely rendered page, based on the intent of the search query, appears. “People like filtering things at Booking com, but what these (large language) models do well is capture intent quite well,” said Rob Fran

Online travel coverage is exclusive for Skift Pro subscribers.

Subscribe for full access to all Skift coverage for as low as $55 a month.
See the latest online travel headlines.

BEST VALUE

BILLED ANNUALLY

$495 per year

BILLED MONTHLY

$55 per month

($660/year)

CONTINUE

Already a subscriber? Login

Skift Take

Share

Online travel coverage is exclusive for Skift Pro subscribers.

BILLED ANNUALLY

BILLED MONTHLY