Generative and agentic AI—tools like ChatGPT and Google’s AI Mode—are bypassing traditional aggregators and reaching travelers earlier, when inspiration strikes. These interfaces suggest destinations, build itineraries, offer instant answers, and connect directly to suppliers.
How can online travel incumbents stay relevant? Three key shifts can help:
- Competing on emotional and social “jobs,” not just functional utility
- Evolving into AI-native ecosystems that integrate planning and fulfillment
- Moving from structured data to real-time intent interpretation
Online travel offers a preview of how generative AI could disrupt other platform-based industries—especially those reliant on search and aggregation.
