Booking.com marks 30 years and touts AI-driven changes for Japan's travel sector

Booking.com used a Tokyo innovation summit to commemorate three decades since its launch in Amsterdam and to showcase AI applications for the Japanese tourism market. Matthias Schmid, senior vice president for accommodations, argued that AI can anticipate guest needs, translate listings, and assist understaffed ryokans by connecting them with multilingual workers. He highlighted that many Japanese lodgings remain invisible on platforms like Google Maps due to language barriers, a problem AI translation services can solve.

The platform, which also owns Agoda, is the largest digital travel provider worldwide, ahead of competitors such as Expedia. However, it is currently defending a European class-action suit that accuses it of pressuring hotels with a best-price guarantee to keep rates uniform across channels. Schmid suggested that future AI tools could eventually let travelers plan trips by describing preferences to chat models that then book directly through Booking.com, though he cautioned that the technology is not yet flawless.