Booking Holdings launches AI assistant Lola

On September 29, 2026, Skift Feed reported that Lola, an AI startup wholly owned by Booking Holdings, launched on Tuesday. The AI assistant was created by Kayak co-founders Steve Hafner and Paul English, and is positioned as an AI assistant more like an OTA itself, able to advance an open-ended idea to a completed booking in a single conversation. On the same day, PhocusWire All News reported that Lola announced a membership model, offering a free tier as well as Plus at $5 per month and VIP membership at $25 per month, with benefits including discounted hotel rates, dining access, and travel discounts.