I walked out of FITUR last week with one overwhelming conclusion:
the way travellers discover and book is changing faster than the industry realises.
The data speaks for itself: ~55% of travellers now use ChatGPT or AI-based apps to plan their trips ✈️
They are no longer opening multiple tabs or clicking through filters.
They simply ask AI systems to compare availability, check policies, evaluate prices and recommend the best option.
In the future, players that do not adapt to this behaviour shift will gradually disappear from the traveller’s line of sight. Hotels, tour operators, airlines and OTAs that do not integrate with AI agents will become invisible.
The ones that do will earn the rewards.
Not just distribution, but conversion. ✍️
Expedia shared that adding an AI-powered natural language search filter to their site increased conversion by 35%, showing the commercial upside of AI-enhanced decision flows.
We believe 2026 will be the year of agentic booking. That is why we are working with Clicktotravel to help hotels build their AI-native presence and meet travellers at the moment intent begins; inside AI platforms.
More soon.