More than half of Greek travelers are planning a road trip this year, according to new research released by Booking.com, underscoring the growing appeal of flexible and independent travel experiences.
The survey found that 51% of travelers in Greece intend to take a road trip in 2026, significantly above the global average of 26%. Across markets, spontaneity and flexibility remain the main motivations for choosing a road trip, cited by 79% of respondents. Lower costs were also an important factor, mentioned by 39% of travelers globally and 34% in Greece.
AI Tools Target Car Rental Challenges
Booking.com says that renting a car continues to be a source of frustration for many travelers, often due to unclear terms and conditions, confusing pickup requirements and unexpected charges.
To address these issues, the company is expanding the use of artificial intelligence across the car rental journey, from search and booking to customer support and rental management.
One of the new features allows users to search for rental vehicles through the Booking.com experience on ChatGPT. Travelers can describe the type of vehicle they need—for example, an automatic SUV in a specific destination—and receive relevant options. Once a vehicle is selected, users are redirected to Booking.com to complete the booking process.
New AI Assistant for Rental Support
The company has also introduced the “AI Car Rental Helper,” a tool designed to answer common questions about rental bookings. It provides information on payment methods, insurance coverage, vehicle pickup and return procedures, and other practical details.
According to Booking.com, early testing showed a reduction in customer service calls, booking modifications and issues during vehicle collection.
The feature is currently available globally in several languages, including French, Spanish, German, Dutch, Italian and Catalan, while English-language access is offered in selected markets.
AI-Powered Review Summaries
Another new feature uses artificial intelligence to summarize customer reviews, highlighting key points from recent traveler feedback. Areas such as service quality, cleanliness, location, parking facilities and available amenities are presented in concise summaries, helping users compare options more efficiently without reading large numbers of individual reviews.
The review summaries are currently available in English for selected markets, with additional language support expected in the future.
Smarter Search Options
Booking.com has also enhanced its vehicle search function with more detailed filters, including seating capacity, automatic transmission and unlimited mileage. The company says these additions allow travelers to narrow results more quickly and find vehicles that better match their specific requirements.
The new tools form part of Booking.com’s broader strategy to integrate artificial intelligence into key stages of travel planning. By simplifying vehicle searches, bookings and post-booking support, the company aims to make car rental experiences faster, easier and more reliable ahead of the peak summer travel season.
