Agoda launches AI assistant booking system in 21 markets

In September 2026, Agoda ran a limited test in its mobile app of a new booking experience featuring the A1 Assistant. On October 30, 2026, Agoda announced that the experience had expanded from limited testing to users in 21 markets. According to Agoda, the assistant combines conversational itinerary planning with Agoda's real-time inventory of more than 6 million accommodations, flights, tours and travel add-on services, allowing users to compare options, check prices and availability, and complete bookings within the same flow. Agoda said test-period data showed that users of the assistant were more inclined to book connected itineraries combining multiple product categories. A follow-up report on November 3, 2026 said the assistant targets multi-step travel decisions, supports comparing itinerary options and completing bookings in natural language, has its core conversational capabilities powered by OpenAI models, uses Google's Gemini to retrieve Google Maps information when searching for restaurants and points of interest, and can also conduct web searches combined with Agoda's real-time inventory. The feature is currently open to users in the aforementioned 21 markets.