Insight
The traffic from large language models to Booking.com is very small and not growing.
Booking CFO: The AI Threat Isn’t ‘Really a Risk at All’
Summary
Booking Holdings CFO Ewout Steenbergen reported that the impact of Large Language Models (LLMs) on traffic to their website is minimal and stable, contrary to expectations. This suggests that OTAs may not be experiencing the significant drop in user traffic feared by investors, and the stability of current traffic indicates a continuing opportunity for hosts.
Key takeaway