Major online travel agencies backing the EU’s review code want to be seen as increasing trust in their reviews, but enforcement will determine if it’s more than PR.
Travel brands like Ixigo know that they have maximized the reach within their own audience. Partnerships are now the fastest way to plug into new customers.
For now, Kayak’s challenge is less about technology than traveler behavior: convincing consumers to trust a conversational AI to handle bookings, and not just fall back on the familiar search box.