Generative AI is revolutionizing how travelers discover and book trips, as highlighted in Phocuswright’s New Agents Trend Series webinar. Experts predict a shift towards “B to AI” marketing, where travel companies will focus on targeting AI systems instead of traditional consumers. This innovative approach was discussed by industry leaders, including Mike Coletta from Phocuswright and Norm Rose, exploring AI’s growing role in travel distribution. Prominent platforms like ChatGPT and Gemini are already assisting travelers. Julie White from Accor emphasized AI’s potential to connect brands to customers effectively while ensuring trust and genuine value. Tom Underwood, co-founder of Bonafide, warned of significant disruptions as AI enables precise search capabilities. Erik Blachford, former CEO of Expedia, forecasted a complete restructuring of travel technology due to personal AI agents, while Matthias Keller from Kayak pointed to the rise of customized travel recommendations through KAYAK.ai. The series continues with insights into GenAI and digital identity on September 17.
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