Adriana Lee

Apple's rebuilt Siri is not booking trips. But it is getting better at understanding the messy context around them.

We heard from more than two dozen of travel's most important tech leaders — the people actually deploying AI solutions every day. Here's what the industry still needs to get right.

AI can't sell what hotel systems can't see. Until room-level data, guest behavior, and service pricing live in one connected system, the industry's AI gains will stay stuck on the cost efficiency side of the ledger.

If your AI investment is being justified internally as labor savings, this session argued you're underselling the revenue case and overselling what's possible.

Priceline is turning Penny from a single chatbot into an interface for a squad of agents. It's the latest platform turning to multi-agent architecture for travel.

Travel search was built around a useful limit: people eventually stop looking. AI agents don’t. That turns comparison shopping into a cost problem for airlines, intermediaries, metasearch, and hotels trying to keep control of demand.

In his first media interview as Expedia’s Chief AI and Data Officer, Xavier Amatriain gives a rare look at the logic shaping one of travel’s most closely watched AI strategies. 

Sarah Kopit and Adriana Lee break down why the travel industry may not actually be ready for AI despite the rush to adopt it.

Mews and SiteMinder are bringing distribution and hotel operations into one platform. The goal: Break down the hotel data silos that complicate AI adoption in the agentic age.

Brand recognition, a cognitive shortcut for human buying decisions, means nothing to AI agents that can reason through every option every time. That's shifting travel's entire marketing apparatus.