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Booking Holdings Sees AI Referrals Under 1% of Room Nights

Booking Holdings (Booking.com) logoBooking Holdings (Booking.com)
Sig1.80Sen+3.20Env0.00Soc+0.60Gov+0.10

During Booking Holdings’ Q2 earnings call, the CFO said inbound referral traffic from large language models—paid and unpaid—remains below 1% of total room nights and hasn’t materially changed. Customer service cost per booking is falling double digits. The company also reported year-over-year growth in gross bookings, room nights, and adjusted EBITDA, while marketing expense rose faster amid mix and investment shifts.

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