Booking Holdings-backed Lola launches travel booking assistant

Lola, an AI assistant backed by Booking Holdings, debuted September 29. Members can discover and book hotels, restaurants, events and activities in one conversation using live availability and prices.

A launch report citing PCMag says the initial rollout is limited to the US. Lola's announcement says membership is open to everyone but does not specify where the service is available, so availability outside the US remains unclear.

Membership is free and includes recommendations, current availability and pricing, and direct booking. Plus costs $5 a month and VIP costs $25 a month; both paid plans require a 12-month commitment.

Paid plans add preferred pricing and partner benefits. Lola says Plus hotel rates typically save 10% on qualifying properties, while VIP rates can save up to 15% at eligible four- and five-star hotels.

Travelers can use the free membership to compare live options and book without a paid-plan commitment. Those considering Plus can weigh its preferred pricing, advance access to ResX reservations and quarterly Ten Group concierge access against the 12-month term.