According to CoinMeta, Booking Holdings spends nearly $9 billion each year on attracting travelers. The company's Chief Financial Officer, Ewout Steenbergen, stated at the Fortune AIQ summit on October 1st that AI is changing the way travel planning is done, and it may have an impact even before travelers check into a hotel or board a flight. He described a future where AI will make travel planning more seamless, personalized, and proactive; for example, it might suggest an indoor tour of the Louvre during a trip to Paris, or automatically adjust restaurant reservations after a flight delay. Steenbergen also mentioned that Booking spends about $8 to $9 billion each year on acquiring paid customers, with one-third of consumer traffic coming from these paid channels. As more consumers use AI tools for discovery, he believes that diversifying channels could have a positive impact on Booking's unit economics.