Booking Holdings CEO, Glenn Fogel, is confident in the company’s potential to benefit from generative AI technology to enhance customer experience and operational productivity. With years of experience in traditional artificial intelligence and machine learning, and a team of AI experts, Fogel believes that incorporating large language models into Booking Holding’s platforms will yield improvements in travel booking and consumption. For instance, the use of interactive itinerary building and answering travelers’ questions will enhance the digital journey of users. Fogel also spoke of the company’s efforts to develop alternative accommodation offerings, with room nights on Booking.com increasing by 45% since last year, accounting for roughly 33% of the brand’s total room nights. Despite pleasure with the uptick, Fogel says there is still substantial room for growth. Additionally, Booking Holdings increased its marketing spend by $400 million in Q1 2023 compared with the previous year. Overall, gross bookings for the first quarter this year reached record highs of $39.4 billion, while revenue was $3.8 billion, an increase of $1.1 billion compared with the revenue garnered in Q1 of 2022.