How KAYAK’s New AI Trip Planner Could Shape Booking Holdings’ (BKNG) Role in Digital Travel Innovation

• On October 16, 2025, Booking Holdings subsidiary KAYAK launched AI Mode, a natural-language trip planning feature powered by ChatGPT, directly on its home page for US users.
• This innovation marks KAYAK as the first major travel platform to allow users to plan end-to-end trips by asking conversational questions, coinciding with the start of the prime holiday travel search window.
• We'll explore how KAYAK's AI-powered search experience could influence Booking Holdings' investment narrative around digital innovation in travel.

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Booking Holdings Investment Narrative Recap

To be a Booking Holdings shareholder, one needs to believe in the company's ability to harness technology and global diversification as travel behaviors evolve. KAYAK’s rollout of AI Mode demonstrates Booking Holdings’ intent to lead in digital innovation, though this launch alone is unlikely to materially alter core short-term catalysts such as integrated AI offerings across brands or mitigate key risks like macroeconomic uncertainty pressuring travel demand and margins.

Among the latest announcements, the amendment of Booking Holdings' bylaws is relevant, as it underscores ongoing governance adaptations amid product innovation. While governance changes can support strategic flexibility, the most immediate catalyst remains technology adoption, as seen with KAYAK’s AI-powered features to enhance customer experience and drive engagement.

However, investors should keep in mind that even as Booking Holdings pushes AI initiatives, the unpredictability of consumer travel demand due to macroeconomic trends...

Read the full narrative on Booking Holdings (it's free!)

Booking Holdings' narrative projects $32.4 billion revenue and $9.5 billion earnings by 2028. This requires 9.0% yearly revenue growth and a $4.7 billion increase in earnings from $4.8 billion currently.

Uncover how Booking Holdings' forecasts yield a $6100 fair value, a 20% upside to its current price.

Exploring Other Perspectives

Fifteen member estimates from the Simply Wall St Community place Booking Holdings’ fair value anywhere from US$3,869 to US$6,868 per share. Against this wide spectrum, remember that ongoing adoption of AI tools could be pivotal for customer retention and future earnings growth, and perspectives are never unanimous, see how others approach the story.

Explore 15 other fair value estimates on Booking Holdings - why the stock might be worth 24% less than the current price!

Build Your Own Booking Holdings Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Booking Holdings research is our analysis highlighting 3 key rewards and 1 important warning sign that could impact your investment decision.
• Our free Booking Holdings research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Booking Holdings' overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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