# GenAI Trip Planners Penny is a GenAI Assistant That Enhances Priceline's Trip Intelligence Suite By Laura McQuarrie | Published 2024-02-21 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/trip-intelligence References: [press.priceline](https://press.priceline.com/new-priceline-research-finds-average-traveler-spends-two-full-work-days-to-plan-and-book-trips/)  [Priceline](https://www.trendhunter.com/trends/pricelines-solo-explorer) newly upgraded its Trip Intelligence suite with generative AI-powered features to reduce the time and money it takes to make a booking. According to Priceline’s latest proprietary travel study, conducted by The Harris Poll, travelers are spending more time planning trips, and a growing number are ready to embrace new technologies like AI to speed up and streamline the booking process from start to finish. As such, Priceline upgraded its [AI-powered Trip Intelligence suite](https://www.trendhunter.com/trends/kayakai) to include more than 30 new features, including Penny, a GenAI-powered travel assistant. Penny greets travelers on the Priceline home page, and can help with every step of the process from planning to booking, and even making modifications post-booking. Other new features from Priceline include [GenAI Itineraries](https://www.trendhunter.com/trends/travel-ai-trip-creator), Price Watch, Skip the Counter and Online Rental Car Check-In. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 76% | Activity: 86% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [AI](https://www.trendhunter.com/ai) ## Key Themes ### Why This Trend Is Growing - **Generative AI-powered Travel Assistance:** Incorporating generative AI technology into travel planning enhances convenience and efficiency for users. - **Streamlined Booking Processes:** Efforts to reduce booking time and costs through technological advancements are on the rise in the travel industry. - **AI-enhanced Trip Intelligence Suites:** AI-powered features are being increasingly integrated into travel platforms to enhance the overall user experience. ### Industries Being Reshaped - **Travel and Tourism:** The travel and tourism sector is leveraging AI advancements to reshape the way trips are planned and booked. - **Artificial Intelligence Technology:** The artificial intelligence industry is witnessing growth opportunities in providing innovative solutions for travel planning and management. - **Online Booking Platforms:** Companies offering online booking services are exploring AI technologies to revolutionize their platforms and stay competitive in the market. ## Related on Trend Hunter - [AI Travel Assistants](https://www.trendhunter.com/trends/ai-travel-assistants.md) - [AI-Powered Travel Chatbots](https://www.trendhunter.com/trends/tripgen.md) - [AI Travel Assistants](https://www.trendhunter.com/trends/travel-chatbot.md) - [Generative AI Travel Tools](https://www.trendhunter.com/trends/ai-travel-tools.md) - [AI-Powered Travel Booking Platforms](https://www.trendhunter.com/trends/smartrip-ai-travel-assistant.md) - [AI-Powered Travel Assistants](https://www.trendhunter.com/trends/ai-powered-travel-assistant.md) - [AI-Powered Travel Services](https://www.trendhunter.com/trends/kayak.md) - [AI-Powered Trip Planners](https://www.trendhunter.com/trends/aipowered-trip-planners.md) - [AI Travel Concierges](https://www.trendhunter.com/trends/smartrip-ai.md)