Leading Asia OTA, Agoda - part of Booking Holdings group - has launched its AI assistant into the travel agency's mobile app.
After being released in September, in beta, to a limited pool it has now been rolled out across 21 of the firm's markets.
Agoda's AI Assistant© Agoda - 10/30/2026
Early insights from the beta show that customers using Agoda's AI Assistant are more likely to book a “connected trip” that combines multiple types of travel products, such as hotels, flights, attraction tickets and tours.
The tool, powered by OpenAI models, combines users' conversational trip planning with the OTA's live inventory of more than six million accommodations, flights, tours, attractions, and travel ancillaries.
Built for "multi-step travel decisions", it uses web search and Gemini with Google Maps Grounding to surface current information from Google Maps, including ratings, photos, opening hours, and locations.
Omri Morgenshtern, CEO at Agoda, said: “Travel planning today is fragmented. People jump between apps, tabs, messages, and spreadsheets just to organize a single trip.
With Agoda’s AI Assistant, we’re changing that. We’re giving travellers a smart companion that understands their preferences and trip context and adapts to their needs.
"Our goal is to remove the repetitive work from travel planning, so travellers can make inspired decisions with more confidence.”