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Expedia Goes Live on Muse, but Its AI Wins Are Inside Its Own Apps

Expedia's Muse connection is live: CEO Ariane Gorin noted it may even have happened during the OTA's earnings call this week. So Skift took it for a spin to see what it can and cannot do.

What Changed: Agentic hotel booking went live in six weeks, pay-now rates only, with servicing still at Expedia.

Who it Impacts: Hotel distribution, OTA, B2B platform and airline loyalty leaders weighing agentic booking.

What to Watch: Whether agent bookings add demand or cannibalize ad clicks, and if LLM referrals rise above 1%.

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Skift Aviation Forum · JFK · Thursday

The same AI shopping tools now routing hotel demand can compare every airline fare in a heartbeat, and a traveler carrying points and status can still be handed a better option somewhere else.

Skift Aviation Forum puts that question to the people who own it: what keeps loyalty valuable when AI makes switching frictionless. Final seats available.

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More Stories

AI Agents Still Need Middlemen. But Will They Need Amadeus?

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Amadeus has the scale and airline relationships, but those advantages don't guarantee it a direct role in AI-agent bookings.

Aviation’s Next Disaster Could Be In Your Carry-On

November 8, 2026

Battery incidents are rising and airlines are tightening restrictions, with cabin crews the last line of defense. Is the industry doing enough to prevent the next fire, or simply getting better at putting them out?

Airbnb Sells IP to AI Lab Owned by Its CEO and CTO

November 7, 2026

Airbnb’s CEO and CTO both own part of the lab buying its IP, but the filing gives shareholders little detail on what changed hands.

Wynn Holds UAE Casino Date but Weighs How to Open Amid War

November 6, 2026

Wynn is holding to its September 2027 date for the UAE’s first casino resort but it will now decide in February what form the opening takes. The U.S.-Iran war means its first customers may travel from down the road in Dubai and elsewhere in the UAE, rather than being the international guests it primarily wants.

MakeMyTrip Buys Into Daily Commutes With Quick Ride Stake

November 6, 2026

As its air business softens, MakeMyTrip is pushing harder into everything else. Quick Ride gives it a product people use on a random Thursday, not just before a holiday. The test is whether those commuters become MakeMyTrip travelers.

Tourism Heads to COP31 Wanting Results, Not More Pledges

November 6, 2026

Five years after the Glasgow Declaration, tourism has plenty of climate commitments but little shared proof of what they’ve achieved. The industry is still split on whether better measurement or faster action should come first.

Accor's New Sustainability Playbook

SPONSORED · ACCOR GROUP

From operating costs to corporate demand, Accor's new sustainability roadmap aims to deliver measurable value across its global hotel network.

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From Skift Research

The Vacation Rental Segment Relies Most Heavily on OTAs; Airlines Drive Most Direct

Source: Skift Research’s State of Travel 2026

Most travelers go straight to the airline or hotel when they book, but vacation rentals are a different story.

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Skift Podcast

Marriott Owners Demand Fee Relief as Incentive Fees Jump 22%

Marriott is posting record fees while its owners ask for a bigger share.

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