Online booking giants like Booking.com and Expedia are pivoting to combat the rise of AI agents in the travel industry. According to the Financial Times, these companies are partnering with OpenAI to integrate AI-enabled features, including automated trip planners. Airbnb also launched an AI customer service agent, aiming to enhance user experience further. As AI agents can seamlessly handle traveler preferences, this innovation could disrupt the $1.6 billion online travel market. Booking Holdings CEO Glenn Fogel emphasized the importance of collaboration with AI firms to ensure customer and partner value. Kayak’s CEO, Steve Hafner, noted future plans for AI agents that will streamline booking processes directly on their platform. However, experts warn against excessive reliance on AI, highlighting the risk of impersonal interactions. Striking a balance between AI utilization and human engagement is crucial for fostering customer loyalty in this evolving landscape.
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