Lola, the AI Assistant for Experiences, Debuts With New Membership Plans and Travel and Lifestyle Partners

The membership offering adds paid access to partner benefits while keeping discovery and direct booking free.

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09/29/2026 - 09:00 AM

Backed by Booking Holdings, Lola combines personalized recommendations with preferred rates and premium benefits across travel, dining, events, and more.

NEW YORK--(BUSINESS WIRE)-- Lola, the new AI assistant for experiences backed by Booking Holdings (NASDAQ: BKNG), today debuts with a new membership offering that combines personalized recommendations, live availability and pricing, direct booking, preferred rates, and benefits. Lola brings discovery and booking into a single experience for hotels, restaurants, events, and more, while providing access to rates and benefits traditionally reserved for loyalty programs and premium cardholders.

Unlike AI assistants that stop at recommendations, Lola is designed to take people from “What should I do?” to “I’ve booked it.” Members can ask Lola for anything from a hotel or restaurant to an event, activity, or an entire trip. Lola’s launch partners include ResX, BLADE, Aero, SeatGeek, GetYourGuide, Nuitee, and Ten Group, alongside Booking Holdings brands including Booking.com, OpenTable, KAYAK, Priceline, Agoda, and FareHarbor.

Lola searches for real-time availability and pricing so members can compare options and book directly through the same conversation. It understands requests in natural language, carries context through follow-up questions, and learns what matters to each member to make future recommendations more personal.

Paid plans provide preferred hotel rates, priority dining, airport services, premium transportation, and live concierge access. Search results and recommendations are objective and unbiased, never influenced by vendor payments, featured placements, advertising, or sponsorship.

“We built Lola to give everyone the advantage of being well connected. The next generation of AI assistants should do more than answer questions. They should understand what you’re looking for, help you decide, and make it happen,” said Steve Hafner, co-founder of Lola. “Paid membership plans enhance access through preferred rates, sought-after reservations, and human help without requiring a particular credit card.”

Personalized Discovery Meets Member Access

Anyone can become a Lola member for free, with access to conversational discovery, personalized recommendations across multiple categories, current availability and pricing, and direct booking on Lola.

Members who want more benefits can upgrade to Plus for $5 per month or VIP for $25 per month, each with a 12-month commitment. Both plans add preferred pricing and benefits through Lola’s partner network, including hotel savings, priority dining, airport services, and concierge support. VIP unlocks Lola’s highest level of benefits and access.

The structure gives members a choice in how much they want from Lola, while keeping personalized discovery and booking available to everyone.

Benefits and Perks

Lola’s membership benefits are designed to support the different ways members use Lola, from choosing where to stay to deciding what to do and how to get there.

Hotels: All three membership plans include KAYAK’s comprehensive results from hundreds of travel sites. Through Booking.com, Priceline, Agoda, and Nuitee, Lola Plus members receive preferred hotel rates, typically saving 10% on qualifying hotels. VIPs receive Lola's best hotel rates, with savings of up to 15% at four- and five-star hotels worldwide.
Dining: OpenTable provides VIPs with complimentary Gold status and priority dining benefits. ResX gives Plus members two days of advance access to sought-after reservations, while VIP members receive Premium status with five-day advance availability.
Live events and activities: SeatGeek, GetYourGuide, and FareHarbor give Lola members access and preferred pricing on more than 200,000 experiences worldwide, including sporting events, concerts, museums, and attractions.
Premium airport services: VIPs receive access to $150 BLADE airport helicopter transfers to and from New York City. Aero provides savings on first flights, with Plus members receiving $300 off and VIPs $400 off.
Personal concierge: Ten Group, the global concierge and lifestyle management company, gives Plus members quarterly access to a personal concierge and exclusive amenities. VIP members receive more extensive access to personal concierge and amenities each quarter.

"Every partner we add gives members more to choose from and more reasons to be a member," said Paul English, co-founder of Lola. “Lola learns what each member likes and searches across hotels, restaurants, events, and experiences to find the options worth their time, with member rates and perks attached. We’re building Lola to be comprehensive, and there are many more partners to come.”

About Lola

Lola is led by Steve Hafner and Paul English, serial entrepreneurs whose experience includes Orbitz, KAYAK, OpenTable, Trulia, SeatGeek, Boston Light, Boston Venture Studio, and the Institute for Applied AI. Together, they have a history of building successful businesses that make it easier for consumers to navigate complex choices. Lola is headquartered in New York City.

Lola is an AI assistant for experiences that helps people discover and book hotels, restaurants, events, and more. By combining personalized AI with exclusive member pricing, premium benefits, and leading travel and lifestyle partners, Lola gives members the advantages of being well connected. Recommendations are based on what's right for each member, not paid placements or sponsorship. Backed by Booking Holdings (NASDAQ: BKNG), Lola is open to everyone with free and paid memberships. Learn more at Lola.com. Follow @lolainsiders on Instagram, TikTok, YouTube, X, Facebook, and LinkedIn.