AI in Travel

Amadeus has always been out-front about the adoption of new technologies, and this acquisition will strengthen its position in conversational AI.

Booking Holdings sees AI as the future of travel. Its Kayak brand's marketing doesn't touch on AI, but is trying to convince Millennials it's OK to book on smartphones and to use Kayak to navigate social media distractions.

If AI becomes the front door to travel, who wins and who pays?

Booking Holdings could survive hotel chains switching allegiances to the LLMs. But how long would it take for independent hotels to likewise jump ship?

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.

There are conflicting messages at Tripadvisor these days. Goldberg told employees that it "will take time" for its 3-month-old strategy revamp "to show up in the numbers." Meanwhile, activist investor Starboard Value argued "the time for incrementalism is over."

AI booking platforms could become the new gatekeepers of travel demand. Wyndham is among the hotel groups plugging in their inventory and hoping to capture bookings at a lower cost than through OTAs.

AI is now a non-negotiable in the travel industry. But how every company uses it is what is setting them apart.

We sometimes think of independent hotels as relatively powerless given the strength of the OTAs and the big hotel chains. Will agentic AI turn the tables?