Booking Holdings: AI Visibility Up, But Referrals Stay Under 1% of Room Nights

Booking Holdings, in its Q2 earnings call, said referral traffic from LLMs (paid and unpaid) represents less than 1% of total room nights, with no material change recently. However, third-party data shows its brands appear frequently in LLMs. The company is working with third-party frontier players to ensure proper placement and launched initiatives like Priceline's Penny and Agoda's gallery view. Q2 gross bookings grew 9%, revenue up 8% to $7.4 billion.