Travel’s AI dilemma at Skift Global Forum

What happened

Expedia Group, for example, began building an end-to-end agent a few years ago before changing course to more specialized agents tailored to individual tasks across shopping and planning. That sums up many travel leaders’ push-and-pull relationship with AI.

That contradiction surfaced throughout the three-day event, which brought nearly 1,000 travel leaders from 45 countries to New York. For now, it’s doing both: simplifying individual tasks like comparing options or changing a booking, and multiplying the agents, interfaces, and paths travelers use to plan and purchase a trip.

Now they’re pursuing a more diversified AI strategy, spreading investments across specialized agents, answer engines, apps, and brand-owned tools. “What’s going to be more effective is to have single agents and really perfect those,” said CEO Ariane Gorin.

Once each agent works on its own, Expedia plans to connect them over time. The company is making other inroads into AI travel, too. Similarly, Airbnb is taking a portfolio approach, building its own interface while partnering with outside agents.