When AI books the trip for you

Travel companies prepare for a world where artificial intelligence, not humans, becomes the primary customer

Generative AI is reshaping how trips are planned and booked, with industry experts envisioning a future where travel companies market not to people, but to AI systems acting on their behalf. In Phocuswright’s latest New Agents Trend Series webinar, panelists explored the rise of “B to AI” marketing, where artificial intelligence agents—not human travelers—become the primary decision-makers in distribution, raising new opportunities and challenges for hotels, platforms, and brands.

Key takeaways

• “B to AI” emerges as a new model: Coined by Visa’s CMO, the concept reframes distribution as business-to-AI rather than B2C or B2B, with companies targeting AI agents that will handle bookings.
• Platforms already influencing travelers: Tools like ChatGPT, Gemini, and Kayak.ai are steering decisions by offering personalised trip planning and filtered recommendations.
• Promise and pitfalls for hotels: Accor’s Julie White highlighted AI’s potential to connect brands to customers seamlessly, but stressed the importance of trust, fairness, and perceived value.
• Disruption to infrastructure ahead: Former Expedia CEO Erik Blachford predicted personal AI agents will force a fundamental redesign of travel technology systems.
• Hyper-personalisation replaces choice overload: Kayak’s Matthias Keller noted AI can cut through thousands of options to deliver precise, personalised results.
• Open questions on trust and monetisation: The industry still needs to determine how AI-driven advice will remain credible—and how platforms will profit without undermining user trust.

Watch the webinar at PhocusWire