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Booking App Targets Experiential Market

Booking.com released the pilot of its new Booking Experiences product, a mobile-based experience.

Booking Experiences will allow travelers to discover the best a destination has to offer through a highly curated, mobile-led program that will eventually combine Artificial Intelligence technology and powerful machine-learning to predict individual traveler intent and create a truly personalized in-destination experience.

The product will include easy payment and priority queueing. Booking Experiences is available now on both Android and iOS versions of the Booking.com app for Amsterdam, and the pilot launches for Booking Experiences Paris, London and Dubai will go live at the end of July, with New York City set to go live this fall.

"With Booking Experiences, our passion for data-driven insights, our deep knowledge of travel and our ambition to smartly infuse artificial intelligence technology into our product are all coming together to create a new uniquely mobile travel experience that's curated, seamless and personal," said David Vismans, chief product officer at Booking.com. "The technology behind Booking Experiences will continuously learn from your travel preferences to eventually present you with increasingly curated options that are just right for you. Our ultimate goal is to keep you inspired, regardless of whether it's your first—or fifth time visiting a particular location."

Booking Experiences is managed entirely within the Booking.com app without having to rely on or redirect to third-party websites. Once travelers have booked a stay in one of the first cities to offer Booking Experiences, using a single QR code in the Booking.com app, a traveler can get instant booking access to all of the participating venues and attractions in that destination.

Booking Experiences eliminates the need to book in advance or wait in lines to buy tickets by allowing users to show up to the attraction and scan the code, which is automatically linked to a credit card, from your smartphone. Users can also view the full list of available things to do in their destination ahead of time.