Who gets to book travel: humans or their AI?

The legal battle over whether autonomous agents can browse, compare, and purchase travel without asking retailers first

Amazon has filed a landmark lawsuit against Perplexity that will determine whether autonomous AI agents can shop, compare travel inventory, and complete bookings on behalf of users without permission from the platforms they access. The ruling will define how “agentic commerce” works in travel, where AI systems could organize itineraries, fetch rates, and transact automatically based on user intent.

For hoteliers, the outcome will influence who controls access to live rates and availability, who owns the guest relationship, and how distribution channels evolve. The decision will determine whether today’s controlled, API-driven ecosystem stays intact—or whether autonomous agents open new pathways that challenge traditional intermediaries.

Key takeaways

• Legal framework for AI travel agents: The lawsuit will determine whether autonomous AI systems can legally search and book rooms on behalf of customers without retailer or platform consent, reshaping how hotels manage access and commercial conditions.
• Controlled access if Amazon prevails: Distributor and hotel data remain protected, and AI agents must integrate through formal partnerships and governed APIs. This maintains a structured distribution environment where hotels control who sells their inventory and how.
• Metasearch must earn loyalty: Even in a protected environment, metasearch platforms must evolve beyond rate comparison to create personalized, loyalty-driven planning experiences to remain competitive against AI-enabled itinerary creation.
• OTAs gain structured leverage: If access is gated, OTAs can treat AI agents as certified acquisition partners—similar to affiliate networks—giving hotels predictable rules, branding standards, and clear reporting on AI-driven reservations.
• Programmatic channels for hotels: Hotels can use AI agents dynamically, offering higher commissions for distressed inventory, bundled add-ons, or seasonal demand shifts. This enables real-time, automated yield management across autonomous sales channels.
• Disintermediation risk if agents roam freely: If AI agents can book without permission, OTAs risk losing customer ownership, and booking decisions shift toward systems acting purely as guest advocates rather than commercial funnels.
• Data quality equals visibility: Hotels must maintain clean, structured room, rate, and availability data. Autonomous agents do not browse websites—they interpret machine-readable content. Poor data effectively makes a hotel invisible.
• Frictionless expectations everywhere: Regardless of outcome, AI introduces new travel distribution pathways—from autonomous agents to embedded booking inside chat platforms—and eliminates tolerance for friction. Hotels with instant clarity, reliable data, and strong guest experience will remain competitive in an increasingly automated landscape.

Get the full story at PhocusWire

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →