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Fortune
Fortune
Sheryl Estrada

Booking Holdings spends nearly $9 billion a year to reach travelers. Its CFO explains how AI is changing trip planning

Booking Booking Holdings
Ewout Steenbergen, EVP and CFO of Booking Holdings, speaks during the Fortune AIQ Summit on Oct. 1, 2026 at the New York Stock Exchange. (Credit: Rebecca Greenfield/Fortune)

Good morning. The biggest impact of AI on travel may happen before the traveler ever checks into a hotel or boards a plane.

At the Fortune AIQ Summit on Oct. 1, I interviewed Ewout Steenbergen, EVP and CFO of Booking Holdings (No. 169 on the Fortune 500), which owns and operates several major online travel brands, including Booking.com, Priceline, Agoda, KAYAK, OpenTable, and Rentalcars.com.

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