booking logo on AWS

Seamlessly connecting millions of travelers with memorable experiences every day—including accommodation, flights, rides, and attractions— is one of the world’s leading online travel platforms. Its mission is to make it easier for everyone to experience the world. No matter who you are or where you want to go, can help make it happen. The company uses Amazon Web Services (AWS) and generative artificial intelligence (AI) to put more than 150 petabytes of data to work to improve booking services. Collaborating with AWS Professional Services, and using technologies such as Amazon SageMaker and Amazon Bedrock, it has built a scalable machine learning framework that’s accelerating experimentation and innovation.

For customers, recommendations are a big part of the experience. The online travel platform uses Amazon Web Services (AWS) to handle 150 petabytes of data, applying generative artificial intelligence (AI) and fine-tuning language models to provide users with relevant, personalized suggestions for their next travel experience.

  • Continuous Innovation
  • 2024

    Fireside Chat: on Data Modernization Made Easy with AWS

    In this fireside chat,’s senior vice president and chief technology officer Rob Francis talks with Craig Suckling—head of data strategy at Amazon Web Services (AWS)—about how the online travel agency is modernizing its approach to data. From getting governance right in an evolving European Union (EU) regulatory landscape to fine-tuning machine learning models in a controlled environment— is using AWS managed services to build a robust data strategy in the cloud.

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    2023 at AWS re:Invent 2023

    Rob Francis, senior vice president and chief technology officer at, takes the stage at AWS re:Invent 2023 to talk about how the company is making the booking experience easier for customers worldwide. One of the ways it’s doing this is through an AI Trip Planner, which enhances retrieval augmented generation to personalize customer accommodation recommendations. Using generative AI and services such as Amazon SageMaker, continues to look at new ways to create smoother customer journeys.

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  • Generative AI and Machine Learning
  • 2023 Helps Customers Experience a New World of Travel Using AWS and Generative AI is using the power of generative artificial intelligence (AI) to improve destination and accommodation recommendations for customers worldwide. It builds, trains, and deploys machine learning models in Amazon SageMaker, giving its platform the edge in travel inspiration.

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    We’re furthering our customer-centric ambitions using Amazon SageMaker. With its broad capabilities, we can provide the best experience.”

    Thomas Davey
    Vice President of Big Data and Machine Learning,


    How Modernized Its ML Experimentation Framework with Amazon SageMaker’s search and recommendation algorithms are critical to providing customers with a seamless service. Collaborating with AWS Professional Services and using Amazon SageMaker, the company’s Ranking team built a solution to accelerate time to market for improved machine learning models. This is helping to optimize model training and increase the speed of experimentation.

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Established in 1996 in Amsterdam, set out with the ambition of taking the friction out of travel. Today, it’s one of the world’s largest digital travel companies, helping millions of customers book their perfect trip—from flights and accommodation to rental cars and attractions.

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