AI Agents and the Future of Travel

Source: Financial Times — Online Travel Platforms Prepare for Rise of Artificial Intelligence ‘Agents’

Big players like Booking.com, Expedia Group, and Airbnb are teaming up with OpenAI to build “agentic” AI tools — that is, bots smart enough to plan trips, respond to service queries, maybe even book things for you based on your preferences. It’s not sci-fi: this could transform the $1.6T global travel market by making travel planning more seamless.

OTAs have dominated because they control the customer interface and convenience. But with AI agents, there’s a real risk of disintermediation, travelers might go straight to hotels or airlines if the experience is smoother. OTAs are trying to guard their turf, but the bar is getting raised.

Already, platforms are moving fast:
Booking.com and Expedia are integrating OpenAI’s models to build smarter trip planners and customer service bots. Booking.com/Expedia are working on tools to anticipate preferences — e.g. suggesting itineraries or simplifying trip planning so you don’t need multiple tabs or searches.

Airbnb has rolled out an AI-enabled customer service agent, and it plans to expand with more “agentic” features next year. Airbnb’s AI bot is already helping guests solve problems in real time, taking load off support teams.

What I love about these moves is they show that AI in travel isn’t just about fancy features—it’s about reshaping how guests expect the experience to feel: more seamless, personalized, frictionless. For hotels, that means you can’t wait. It’s time to make sure your hotel’s data, descriptions, guest-experience, and digital touchpoints are ready for this shift. Because agents will pick winners based on how well things connect, respond, and delight.

How Hoteliers Can Prepare for This Shift

1. Audit guest journeys: find the friction points where people get stuck, frustrated or where staff are stretched thin.
2. Strengthen your tech stack: this means solid WiFi, connected PMS/CRM, secure customer data, and flexible booking/inventory systems.
3. Pilot small: start by testing an agentic feature in one hotel or service line. 4. Measure outcomes — guest feedback, response times, conversion rates — then refine.
5. Train your people: AI isn’t replacing the human side; it amplifies it. Staff should know how to engage with AI tools, when to intervene, how to let AI help.
6. Make it visible: When you roll out something new, promote it. Let guests know you have smarter tech; that enhances convenience. That becomes part of your brand story, not something hidden behind the scenes.