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Hilton, Hyatt, Accor, Wyndham, and Banyan Group all agree AI should make staff better at their jobs. But they split on how to adopt it.
Skift Global Forum spent three days talking about AI agents, digital concierges, and connected trips. All of it assumes the traveler is always online.
The distribution and marketing funnel is changing shape. Companies still organizing their spend around a linear path to purchase are investing against a model that no longer describes how travelers actually behave.
Booking Holdings has spent years trying to stitch a trip together across separate apps. Lola wagers one assistant built from scratch, with a membership model and human concierge service, can finally hold it together.
Instinct got travel's attention by handling bookings via text message. Now the real question is whether it can turn that volume into revenue — and travel may be the test case.
Almost every travel brand CEO at Skift Global Forum touched on what they want AI agents to do. Fewer talked about how they expect it to work.
Chenault has kept his career focused on innovation and values. It’s a useful lens for the travel industry as it rethinks tech and loyalty.
Amadeus and Spotnana agree the plumbing for AI-powered travel costs more now. The industry still hasn’t settled who pays — or who captures the value.
Every travel company that controls its own inventory is facing the same decision: let AI agents book it, or keep customers in the direct channel.
Expedia wants a seat inside the new wave of AI agents, including Meta's Muse. But CEO Ariane Gorin is betting on a messier future for travel: multiple entry points and specialized agents, not one bot that owns the whole trip.
Uber has already shown it can do more than rideshare. Hotels and short-term rentals are the next step in moving beyond the core.
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