Booking Holdings Leans Into AI as US Consumers Slow Travel Spending

Core Insights - Booking Holdings is adapting to potential declines in Google-driven traffic by increasing investments in social media and promoting direct bookings, which now represent over 60% of its traffic [1][12] - U.S. consumer travel spending showed low single-digit growth in Q2, while Europe and Asia experienced stronger performance, with Asia being a key focus for long-term strategy [2][3][4] Financial Performance - In Q2, Booking reported a net income of $895 million ($27.43 per share), down 41% from $1.52 billion ($44.38 per share) a year earlier, while revenue increased by 16% to $6.8 billion [13] - Gross bookings reached $46.7 billion, reflecting a 13% increase, with room nights booked rising by 8% to 309 million [4][15] Regional Performance - The U.S. was the slowest-growing region for Booking, with growth in the low single digits, while Europe saw high single-digit growth and Asia experienced low double-digit growth [3][4] - Booking's two-brand strategy in Asia, utilizing Agoda.com and Booking.com, aims to enhance user experience and capitalize on the region's economic momentum [5] AI and Technology Initiatives - The company is heavily investing in generative and agentic AI across its brands, with initiatives like enhanced voice capabilities for Priceline's AI assistant and personalized products at Kayak [7][8] - Booking aims to develop an AI version of a human travel agent to provide tailored travel recommendations based on user data [9] Future Outlook - Booking anticipates revenue growth of 7% to 9% for Q3 and low double digits for the full year, with gross bookings expected to increase in the low double digits [14][15] - The company is focusing on increasing direct bookings and social media engagement, having spent 25% more on social media channels compared to the previous year [12]