The Prompt

There's an AI backlash coming, for sure.

Roamie became a victim of test-and learn. Expedia found that a chatbot that's an end-to end solution isn't practical for now — but it might be in the future.

Expedia isn't reinventing the OTA. It's stretching the definition — upstream into inspiration, downstream into day-of-travel — so booking becomes one stop in a longer relationship.

HBX has been trying to diversify from reselling hotel rooms since before it went public. Each time, the answer is new inventory and better tech for selling. Experiences and AI are the latest pitch.

Hotel owners see operating-cost inflation grinding margins. One third-party manager is publicly betting that AI and other technologies are the most promising route back to profitability.

Ixigo’s latest move comes as travel apps face pressure to do more than list fares, rooms and routes. They now have to help users make decisions faster and with less friction, without sending them elsewhere for answers.

Can a 29-year-old brand with limited resources remake its advertising and products to effectively reach younger generations? Priceline's new CEO is making bets that it can.

OpenAI’s new $4 billion deployment company gives travel brands a clearer path to adopting AI at scale — and starts with the team behind Virgin Atlantic’s AI concierge.

Amadeus didn’t answer Sabre’s monopoly accusations so much as argue the battlefield has moved on. That may be strategically useful, but it won’t make the questions disappear.

Generative AI platforms now shape travel shortlists at the inspiration stage. With 94% of hotels invisible in AI search results, only a narrow set makes it into consideration. Brands not present in the media sources informing these tools risk being filtered out before booking even begins.