Booking.com launches Lola, an AI travel assistant for booking hotels, restaurants and events

Booking.com-backed AI travel assistant Lola has officially launched, offering personalized recommendations, real-time availability and pricing, and the ability to book hotels, restaurants, events, activities or entire trips within a single conversation.

According to the launch announcement, Lola understands natural language, asks follow-up questions and learns user preferences over time. Launch partners include ResX, BLADE, Aero, SeatGeek, GetYourGuide, Nuitee and Ten Group, along with Booking's own brands Booking.com, OpenTable, KAYAK, Priceline, Agoda and FareHarbor.

Lola is free to use, but some services require a subscription. The Plus plan costs $5 per month and VIP costs $25 per month, both with a 12-month commitment. Benefits include up to 15% off four- and five-star hotels, complimentary Gold status for OpenTable reservations, priority access to events, premium airport services and a personal concierge.

The launch positions Lola among the first dedicated AI agents for travel bookings, following Meta's Muse which offers similar booking capabilities for events, hotels and flights. Some industry observers note that AI assistants can still hallucinate or make mistakes, such as booking a hotel in the wrong city with a similar name or showing a "confirmed" status while a booking is still pending.