Websites shrink as AI and mobile redefine travel interfaces

Booking Holdings sees apps and emerging AI devices reshaping how travelers interact with brands

At Phocuswright, Booking Holdings Chief Strategy Officer Rob Ransom argued that websites are not disappearing, but steadily losing their central role in the traveler journey.

He sees mobile apps as the dominant interface in the near term, while conversational AI and new device formats begin to reshape how discovery and booking happen. Rather than a sudden collapse of the web, Ransom described a gradual transition toward fewer, more focused digital touchpoints. The next major shift, he suggested, may come from AI-powered devices beyond smartphones.

Key takeaways

• Websites are contracting, not vanishing: Traditional travel websites will remain relevant, but with narrower use cases and reduced prominence.
• Mobile apps are the primary near-term interface: Apps are expected to handle most repeat usage, transactions, and personalized interactions.
• Conversational AI changes discovery behavior: AI assistants increasingly mediate search and comparison before users reach brand-owned channels.
• AI-powered devices extend beyond phones: Wearables, glasses, and other ambient devices may become important access points for travel planning.
• Brand presence must adapt to fewer entry points: With fewer visible results and interfaces, visibility and relevance become more critical.
• Experimentation matters more than scale today: Early AI integrations are less about volume and more about learning how new interfaces influence behavior.
• End-to-end service still anchors value: Even as interfaces change, trust, payments, and support remain essential to completing bookings.

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