Booking.com Launches Lola, an AI Travel Agent
Booking.com's new AI assistant Lola offers personalized trip planning, live pricing and direct booking, with free and paid tiers starting at $5 per month.
Booking.com has launched Lola, an AI travel assistant that offers personalized recommendations, live availability and pricing, and direct booking. Lola can recommend and reserve hotels, restaurants, events, activities or entire trips, according to the company.
The assistant understands natural language, asks follow-up questions and learns about users to personalize recommendations. It can search real-time availability and pricing, letting users compare options and book in the same conversation.
Lola is free, but certain services require a paid subscription: Plus at $5 per month and VIP at $25 per month, both with 12-month commitments. Paid plans include up to 15 percent discounts on four- and five-star hotels, complimentary Gold status for OpenTable reservations, priority access to events, premium airport services and a personal concierge.
Launch partners include ResX, CLEAR, BLADE, Aero, SeatGeek, GetYourGuide, Nuitee and Ten Group, plus Booking's brands Booking.com, OpenTable, KAYAK, Priceline, Agoda and FareHarbor. Engadget reported the launch.
In October 2025, Meta's Muse launched with similar booking capabilities and caused travel booking stocks to fall over fears the AI agent could bypass dedicated travel sites. A legal firm also cited an example where an AI concierge booked a non-refundable hotel for Naples, Florida instead of Naples, Italy.
Quick answers
What is Booking.com's Lola?
Lola is an AI travel assistant that offers personalized recommendations, live availability and pricing, and direct booking for hotels, restaurants, events, activities or entire trips.
How much does Lola cost?
Lola is free, but certain services require a paid subscription: Plus at $5 per month and VIP at $25 per month, both with 12-month commitments.
What do Lola's paid plans include?
Paid plans include up to 15 percent discounts on four- and five-star hotels, complimentary Gold status for OpenTable reservations, priority access to events, premium airport services and a personal concierge.