Talk data to me, Booking.com: Personalized travel, culturally immersive accommodation, and AI

In this series, Talk data to me, we chat with leaders from the world’s biggest brands and agencies about how they’re using insights to drive their business strategies.

We caught up with Anthony Lu, Regional Director for Southeast Asia and China at Booking.com, to get his thoughts on a range of timely topics. We covered the emerging trend of intergenerational travel in Asia Pacific as well as the challenge – and opportunity – posed by over-tourism.

Tell us a bit about your role.

Our mission at Booking.com is to make it easier for everyone to experience the world. My role within that is to grow Booking.com by connecting more travelers with more unforgettable experiences. I work with teams in APAC markets including Singapore, Thailand, and China to make sure our partners are supported and our customers get all the help they need, every step of the way.

Tell us about the research you’ve recently done with GWI. What inspired the project and what did you find?

We teamed up with GWI for Booking.com’s Gen.Voyage! study to explore intergenerational travel across APAC.

The study – involving over 8,000 travelers from 11 different markets – was the first of its kind in our region, where multigenerational households are 43% more common than the global average. That got us wondering about how family dynamics influence travel, and in what way these shared values and close-knit relationships shape vacation choices in APAC.

One of the biggest things we found is that families really value the time they get to spend together on these trips. About 47% said bonding was the top benefit, with another 39% saying it’s a great way to reconnect with family they don’t see as often.

What’s keeping you busy at the moment?

I’ve just relocated from Shanghai to Singapore so I’m busy exploring the culture, meeting our local partners, and understanding their needs. That involves a lot of travel, which is one reason I love working for a travel company because I get to have fun as part of my work. More specifically, I’m dealing with lots of requests from partners for localized data to support their decision-making.

What’s your favorite stat in the whole wide world?

One stat that really stands out from Gen.Voyage! is that around 25% of families in APAC tell us they’re now really drawn to unique, culturally immersive stays and types of accommodation – like a traditional ryokan inn in Japan or a hanok house in Korea. That shows they’re not just looking for somewhere to stay, they’re looking for an experience that adds an extra layer of meaning to their travels. I’m excited to see this because it 100% aligns with Booking.com’s mission to make it easier for everyone to travel and find unique accommodation that fits their needs.

Talk to me about an example of data-led creativity that you love, either within your organization or within your industry.

One example I’m really proud of is our annual travel prediction research. Every year we commission one of the most extensive studies in the industry. The insights we’re able to gather are pretty incredible, because they don’t just tell us what’s happening right now, they also show where it’s going in the year ahead. We use that data to reveal trends that really capture the spirit of travel for the year ahead, like how travel has become a primal pulse of life for people in 2024.

What’s also amazing is how we combine that research with our own platform data to offer a comprehensive view of what’s driving people’s travel decisions.

It’s not just about the numbers—it’s about using that data to spark creativity, help travelers find what they’re really looking for, and stay ahead of emerging trends. It’s a great example of how we can turn data into something that not only informs but also inspires.

How does the use of audience insights inform your business strategy? And how does data give you a competitive edge?

Booking.com has always been very data-driven, as we track and monitor the performance of hundreds of millions of data points on our platform every day. Everything from page loads to conversion rates is tracked and used to help optimize and improve our platform. Ultimately, using data in this way gives us a competitive edge by allowing us to offer more than just a booking platform. We believe in the power of using insights to anticipate what travelers want and delivering a seamless, end-to-end experience that makes Booking.com their go-to travel companion.

What’s the most interesting thing about your audience in APAC?

Our travelers really embrace what we call super apps – like WeChat in China, LINE in Thailand, or KakaoTalk in South Korea – where they can access multiple services in one place, from booking a hotel or ordering a taxi, to paying for something and earning loyalty points at the same time. We tap into this in APAC by building strategic partnerships with platforms like Klook, Grab, and LINE. For example, you can now book hotels on Grab, and order Grab rides on Booking.com. This kind of integration meets the expectations of APAC travelers for a streamlined, all-in-one experience, making it easier for them to plan and book their trips across multiple services.

What will be the biggest opportunity for your sector in the coming years?

People in APAC have very high expectations around personalized experiences and services. I see this as a huge opportunity because the rise of AI and data-driven technologies means we can offer hyper-personalization, where almost every aspect of a journey can be customized to reflect a traveler’s preferences. Generative AI will play a crucial role in enabling this where it won’t just respond to traveler needs and preferences, but also adapt to the unpredictable nature of travel. We’re exploring various approaches — such as our AI Trip Planner — to learn and refine the best ways to integrate this technology. Ultimately, AI will help us create a travel platform that offers a truly connected, seamless experience.

What will be the biggest challenge for your sector in the coming years?

One of the biggest challenges we’re already facing is managing over-tourism in popular destinations across the world. We’re already seeing destinations like Bali take steps, such as introducing a tourist tax to manage the impact. Other regions are also exploring similar measures to preserve their cultural heritage and environment. But it’s not just about reducing the number of tourists, as that can hurt local businesses. The real challenge is attracting the right kind of tourists: those who stay longer, explore off the beaten path, and engage meaningfully with the local culture. That’s where smart destination marketing comes in — promoting tourism that benefits both travelers and the communities they visit.

What top trend are you seeing emerge in your wider industry?

One thing we see in our Gen.Voyage! research is that different age groups use social media in different ways to plan trips. Gen Z uses it to find inspiration. I think that also reflects Asian culture, where social media has become an integral part of trip planning.

Another thing that really stands out is changing attitudes to distance and destination. In APAC, 60% of travel is to a neighboring country. I think people in Asia really value the ease and comfort of traveling within their own countries or to nearby destinations, whether it’s for a weekend getaway or to explore hidden gems close to home. There’s a reassurance dimension to this, too. If you’re traveling with children, you want to know they’ll be comfortable – which is more likely to be the case in a neighboring country. And if you’re a senior, you want to know you can get back home quickly if you need to. So our research shows that in Asia, there’s a lot of focus on intraregional travel.

Find out more about Booking.com’s Gen.Voyage! research.