Adriana Lee

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.

Google just got a run for its money: Sabre, PayPal, and Mindtrip join forces to let travelers plan and book trips inside AI chats. If it works, it’s another sign the next distribution shift may come from travel’s own stack, not just Big Tech.

Comcast and Adara have a new bid to give travel marketers what TV has rarely offered: a credible line from ad exposure to bookings and revenue. Now it’s time to see if it can scale.

Marriott is the first major hotel to publicly discuss its work with Google on its upcoming agentic AI travel booking tool. But it raises more questions than answers — especially whether AI Mode offers in-chat checkout for partners and link-outs for everyone else.

OpenAI has crossed the advertising threshold. ChatGPT is now a potential marketing channel for travel brands — one that could surface hotel and flight ads at the exact moment a traveler is planning a trip inside a conversation.