Adriana Lee

OpenAI built the checkout tech but couldn't get users to actually buy. That's a reprieve for OTAs, and a reality check for anyone assuming AI commerce is inevitable.

Airlines used to control baggage tracking. Now passengers do. SITA is wiring that shift directly into the industry’s recovery system.

Travelers say they aren't ready to let AI book a trip. The industry is spending billions anyway — and no one has answered the most basic question: who pays when AI agents get it wrong?

By folding Adara into Sojern, RateGain is putting both travel-planning data and its ad platform under one roof. The result: a unified company capable of linking booking data directly to the ads that drive them.

Sabre says it has rebuilt its technology and wants to be seen as an AI company. But the market will need to see more evidence that customers are signing on.

Aven is embedding MCP into the core system for thousands of hotels. It’s an early signal of how the newly independent company plans to position its infrastructure for AI-driven discovery.

Amadeus has never committed to a multi-year earnings target before. Doing so now — while AI reshapes travel — raises a question the whole industry is watching: does value stay with the plumbing, or move to the interface?

Expedia's annual filing now treats AI agents as a major threat, not just a competitive pressure. The company is betting that direct engagement can keep it from becoming an invisible backend.

Reports are coming in about layoffs, from London to Uruguay, showing the impact of Sabre’s ‘inflation offset program.’ That and several leadership shifts show how Sabre is restructuring around agentic AI.

Expedia's B2B division is growing nearly five times faster than its consumer brands. That gap buys time for the Vrbo and Hotels.com turnaround — but 2026 will test whether efficiency gains can translate into sustained momentum.