How Priceline’s CEO Brett Keller Is Using AI to Transform Travel Planning and Personalization

Q&A: Brett Keller, CEO of Priceline, on How AI is Changing Travel Planning

Brett Keller, CEO of Priceline, shares insights on how artificial intelligence is transforming travel planning. From personalized bookings to voice-assisted customer service, Priceline is leveraging AI to create more efficient and customized travel experiences. Keller also reflects on leadership lessons from past industry changes and offers advice for staying competitive in a tech-driven market.

How is technology influencing online travel planning?

After more than 25 years in the travel industry, Keller identifies AI as the next major shift. The first shift was the rise of online travel agencies (OTAs) like Priceline, and the second was the smartphone and travel apps. Now, AI has the potential to change how travelers plan and book trips by speeding up the process and offering highly personalized options. It also helps improve customer service by anticipating traveler needs throughout the booking journey.

What innovations is Priceline focusing on to meet traveler expectations?

Priceline is investing heavily in personalization. Using AI, they analyze booking history, recent searches, and stated preferences to tailor recommendations. For example, if a traveler prefers a larger hotel room or a specific car type, Priceline can immediately present relevant options. Their AI chatbot, Penny, provides real-time, personalized recommendations and booking assistance, enhanced with real-time voice technology for more natural conversations. Additionally, dynamic packaging allows travelers to bundle flights, hotels, and rental cars to fit their budgets and preferences.

Which emerging trends could reshape travel booking soon?

Keller highlights several trends to watch. Voice technology is being tested to see how travelers might adopt it for planning and booking. There's also a shift from traditional search engines to large language models (LLMs) and agentic platforms, which could change how consumers discover travel options and how companies approach marketing. Another key trend is AI agents that can autonomously plan and book trips, offering speed and personalization that could redefine the travel experience.

How does Priceline balance affordable options with unique travel experiences?

Priceline aims to offer the best price for the right experience, not just the lowest price. Their technology helps find value across all types of travel, from budget flights to luxury hotels. They also support emerging trends like “townsizing,” where travelers choose smaller, quieter destinations to experience local culture. Priceline promotes these off-the-beaten-path locations, benefiting both travelers and local economies.

What leadership lessons stand out from major industry shifts?

Keller emphasizes agility, adaptability, and long-term focus. During the pandemic, Priceline shifted quickly to meet new demands, such as last-minute bookings and local stays for frontline workers. Strong technology infrastructure, like a recent cloud migration, allowed smooth transitions to remote work and rapid adoption of AI tools. This tech readiness gave Priceline an advantage in deploying generative AI early.

What advice does Keller offer to travel professionals in a tech-focused market?

He urges professionals to stay curious, agile, and data-driven, always prioritizing the customer. Early adoption and testing of new technologies is crucial. Priceline runs alpha and beta tests across various AI providers and integrates these tools throughout the company, not just in development teams. They set quarterly AI goals for employees to encourage innovation and practical use. Importantly, companies should avoid bureaucratic barriers that limit creative applications of new technology.

How does Keller’s personal travel experience influence his leadership?

Traveling multiple times a month, Keller experiences firsthand the challenges and joys travelers face. This direct exposure informs his product ideas and helps him lead with empathy. He notes that travel fosters adaptability and calm problem-solving—qualities essential for effective leadership.

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