Kayak bets on AI search to change booking behavior

Travel platforms rush into conversational AI, but travelers may not follow as quickly

Kayak will roll out an AI-powered natural language search tool within two weeks, positioning itself as the first major travel site to offer conversational booking at scale. While the move reflects industry-wide enthusiasm for AI, the bigger challenge lies in convincing travelers to shift from familiar search boxes to AI-driven planning.

Key takeaways

• New AI search tool: Kayak will allow users to enter trip requests in conversational language, aiming to simplify complex searches.
• Traveler hesitation: Despite the innovation, many consumers still default to traditional booking tools, limiting adoption.
• Marriott’s experience: The hotel group found natural language search useful for discovery and engagement, but not for driving conversions.
• Economic reality: McKinsey research shows 80% of companies use generative AI, but most see no direct revenue gains.
• Future of Agentic AI: Industry leaders see autonomous “agentic AI” as the next frontier, capable of managing bookings and modifications across systems.
• Ecosystem control: Kayak hopes the tool keeps travelers inside its platform rather than completing bookings elsewhere.

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