Airbnb crossed into rental cars, boutique hotels, and trip services — turf that Expedia and Booking have used for years to lock in travelers. At the same time, Google named hotels as the next category for its AI shopping infrastructure, and Expedia began opening its inventory so partners' AI agents can book through it directly. Everyone is building for a trip they want to own end to end.

But Expedia is also preparing to market to the bots, not just travelers — what it calls B2A, business to agent. The catch: only 2% of young leisure travelers will let AI book for them. What it takes to build in a landscape that's shifting this fast is the focus of Skift's Data + AI Summit, June 3 in New York.

This June, join us at Skift Data + AI Summit along with leaders from Sierra, Booking.com, Marriott, Amadeus, Mews, Curacity and other top executives who are pioneering the use of artificial intelligence in travel.

WUNDERKIND + SKIFT

AI decisioning is only as smart as the data it sees, and most travel brands are flying blind on 70-95% of their site traffic. A new Wunderkind guide makes the case that identity is the missing layer between AI and real performance.

How are public travel tech companies performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.