Generative AI is reshaping how travellers discover and book trips, with experts pointing to a future where businesses market directly to artificial intelligence systems rather than people.
This insight came from Phocuswright’s third New Agents Trend Series webinar, which examined the growing influence of AI on travel distribution. The session was moderated by Mike Coletta, Senior Manager of Research and Innovation at Phocuswright, alongside co-host Norm Rose, Senior Technology and Corporate Market Analyst.
The panel discussed a new concept – “B to AI” marketing – first coined by Visa’s CMO. Unlike traditional B2B or B2C approaches, this model anticipates travel companies targeting AI agents, which are expected to act as the main decision-makers for browsing and purchasing.
Platforms such as ChatGPT and Gemini are already advising travellers on booking choices. Julie White, CCO of Europe and North Africa, Premium Midscale and Economy Brands at Accor, said AI had “exciting potential to connect brands with customers where they want to shop,” but emphasised the need for trust, unbiased information and genuine value for money.
Tom Underwood, co-founder and COO at Bonafide, forecast “dramatic disruption” as AI enables detailed searches across hotel attributes. A clip shared from The Phocuswright Conference 2024 highlighted Erik Blachford, former CEO of Expedia Group, who predicted personal AI agents would drive a complete “re-architecture” of travel technology infrastructure.
Matthias Keller, chief product officer at Kayak, noted the rise of highly personalised results, powered by KAYAK.ai - AI Travel Planner , which could shift booking processes from showing thousands of options to delivering tailored recommendations.
The webinar also raised questions around trust in AI-driven advice and how these platforms will monetise their services.
Phocuswright’s New Agents Trend Series continues on 17 September with its next instalment, The Convergence of GenAI with Digital Identity.