Priceline today introduced the next generation of Penny, its AI-powered travel assistant and one of the most advanced AI booking experiences in travel. Agentic by design, Penny has the ability to understand complex trip requests, evaluate real-time pricing and availability, and surface tradeoffs. Where traditional online travel search requires navigating filters, tabs and separate browser windows, Penny can take a request like, "compare flights from New York to Paris, Berlin, or Madrid for the first week of July," share options across destinations, and let travelers book their trip without leaving the conversation.

The experience is built around a live, interactive map where options surface and sharpen as the conversation evolves. A preference layer combines traveler behavior with stated preferences travelers choose to share, helping Penny distinguish between what someone has done before and what matters for this trip, from budget and location to loyalty and trip purpose. Penny is designed with privacy in mind, giving travelers visibility and control over the data it can access, a foundation for the trust required as AI moves from assistant to agent.

Penny also brings a point of view to the options it surfaces, helping travelers move beyond what is available to what is most relevant. Penny's Pick highlights Penny's top recommendation across hotels, flights and rental cars, weighing the traveler's stated preferences, the context of the conversation and overall value. Penny's Take goes deeper on a single property, offering a candid read on why a hotel best fits the trip and the details worth knowing before booking. Penny's Take is in beta for hotels and will expand across the platform over time.

Penny runs on Priceline's proprietary AI stack, bringing together preference learning, memory, deals technology, and leading AI models. The result is a multi-modal planning experience where conversation, maps, recommendations and real-time travel inventory work together as travelers build their plans. The latest Claude models support core conversational reasoning and planning, marking Priceline's first Anthropic integration into a consumer-facing product. Google Cloud and OpenAI also support capabilities across search and voice. These systems connect Penny to real-time travel inventory from thousands of partners in more than 100 countries and decades of Priceline booking data. Through AI-powered translation, Penny now also converses in multiple languages, meeting travelers in the language they think and plan in.