Airbnb Is the ‘Best-Placed’ Online Travel Agency to Fend Off AI Disruption: Bernstein Report
Photo Credit: IPhone apps for OYO, Airbnb Trivago, Booking.com, Expedia, Agoda, Hotels.com and Hostelworld. Adobe Stock / Koshiro K
Skift Take
When it comes to potential disruption from the ChatGPT peer group, Airbnb's large proportion of direct traffic would be a buffer. On the other hand, Booking.com has been a leader over the years in adapting to new marketing channels and using them to advantage.
All of the major online travel agencies facing looming pressures: Artificial intelligence disruption, slowing growth in online adoption, and competition. But Airbnb is "best-placed" among online travel agencies to deal with "the medium-term challenges," according to research from Bernstein analysts.
Their reasoning? Airbnb's high percentage of direct/free traffic, which Airbnb claims is around 90%, and its potential to further monetize its business. For example, Airbnb recently relaunched its Experiences business, debuted a new Services vertical, and is mulling new businesses.
For example, if ChatGPT becomes a must-have paid marketing channel for onl
