Booking.com is backing a new artificial intelligence assistant called Lola. The application promises personalized recommendations, live availability and pricing, direct booking, preferred rates, and benefits. The system can recommend and reserve hotels, restaurants, events, activities, and entire trips.
Launch partners provide broad ecosystem access
Launch partners for the platform include ResX, BLADE, Aero, SeatGeek, GetYourGuide, Nuitee, and Ten Group. Booking brands involved include Booking.com, OpenTable, KAYAK, Priceline, Agoda, and FareHarbor. CLEAR is not one of the launch partners for Lola.
The application searches real-time availability and pricing. This capability allows users to compare options and complete bookings within the same conversation. The software understands natural language, asks follow-up questions, and learns user preferences to make more personal recommendations.
Subscription tiers unlock premium perks
Lola is free to use, but certain services require paid subscription plans. The Plus option costs five dollars per month, and the VIP tier costs twenty-five dollars per month. Both subscription plans require twelve-month commitments.
Subscribers receive up to fifteen percent discounts on four-star and five-star hotels. The plans also include complimentary Gold status for OpenTable reservations, priority event access, premium airport services, and a personal concierge.
AI tools face industry competition and risks
Lola appears to be one of the first dedicated artificial intelligence agents for bookings and travel. Meta previously released Muse with similar capabilities for booking events, hotels, and flights. The debut of Muse caused travel booking stocks to fall over fears that artificial intelligence agents could bypass dedicated travel sites.
Artificial intelligence assistants carry inherent risks, including hallucinations and errors. One legal firm cited an instance where an artificial intelligence concierge booked a non-refundable hotel in Naples, Florida instead of Naples, Italy. Artificial intelligence assistants can also display a confirmed status when a booking remains pending.
