Agoda has moved into the next phase of its AI strategy with the launch of a limited public beta of its AI Assistant, a conversational tool designed to turn travel ideas into bookable itineraries. Initially available to a select group of users on the Agoda mobile app, the feature integrates accommodation, flights, and activities into a single planning flow, addressing one of the most persistent pain points in travel: the fragmented, time-consuming process of assembling a trip.
The assistant taps into Agoda's vast inventory—more than 6 million accommodations, 130,000 flight routes, and 300,000 activities—to provide real-time price and availability checks. This is a significant step for the Booking Holdings-owned platform, which has been steadily expanding its AI capabilities to compete with the likes of Expedia and Skyscanner in the conversational booking space.
Under the hood: GPT-56 and Google Gemini
Agoda's AI Assistant is powered by OpenAI's GPT-56 model, which enables natural, multi-turn conversations. The system retains user preferences and trip context, allowing it to make personalized suggestions across the entire journey. For more complex itineraries, the assistant leverages Google Gemini's Grounding with Google Maps to recommend optimal locations based on real-time data such as traffic, weather, and local points of interest.
This dual-model approach is notable. While GPT-56 handles the conversational layer, the integration with Google Maps grounds the AI's recommendations in physical reality—a crucial feature for travelers who need to know not just what to book, but where it makes sense to go. The combination could give Agoda an edge in the increasingly crowded field of AI travel assistants.
CEO: 'Takes the chaos off travellers' plates'
Omri Morgenshtern, CEO of Agoda, framed the tool as a solution to the stress of trip planning. "Agoda's AI Assistant takes that chaos off travellers' plates," he said. "It remembers what they like, keeps the trip on track, and lets people get back to the fun part of actually looking forward to the holiday."
The beta phase is designed to gather user feedback and refine the assistant before a wider rollout to all app users in the coming months. This iterative approach is typical of Agoda's product development, which has previously seen the company test features like curated sleep-focused stays and hotel rewards partnerships before scaling them.
Industry implications
For travel professionals, the beta signals a broader shift toward AI-driven trip planning that could reshape how consumers book. Agoda's move follows similar initiatives by other OTA giants, but its integration of flights, hotels, and activities in a single conversational interface is particularly ambitious. The ability to handle complex, multi-stop itineraries—backed by Google Maps data—could appeal to both leisure and business travelers, potentially increasing average booking value.
Agoda's focus on Asia-Pacific markets, where mobile-first usage is high, makes the app-based assistant a strategic fit. The company has been leveraging regional travel trends, such as rising searches for Vietnam and Malaysians exploring lesser-known getaways, to tailor its offerings. The AI Assistant could further personalize these recommendations, helping agents and operators understand evolving consumer preferences.
As the beta progresses, Agoda will likely refine the assistant's ability to handle edge cases—such as last-minute changes or group bookings—based on real-world usage. The company's commitment to leveraging technology to make travel "easier and more affordable" is a clear signal that AI will remain a core pillar of its product roadmap.
For now, the limited beta is a test of both the technology and the market's readiness for AI-led trip planning. If successful, it could set a new standard for how travelers interact with OTAs, and force competitors to accelerate their own AI initiatives.
