Instinct, Silicon Valley’s favorite text messaging-based AI agent, already does what travel brands are still debating: letting an AI agent book. Its founder says travel fuels half of its $1 billion-plus transaction volume, which has him weighing new revenue streams. Meanwhile, Meta’s Muse partnered with Expedia and, outside the industry, OpenAI unwrapped Dots, which supposedly can buy plane tickets.
So where is the industry right now? At the Skift Global Forum, Airbnb’s Brian Chesky called chat the wrong interface and promised a richer agent next year. Expedia nixed its own all-in-one agent as impractical. And Booking shrugged off Instinct — days before its new AI agent arrived. Built by Kayak’s founders, Lola looks like a chatbot platform, but acts like an OTA while offering memberships, a human concierge, and the ability to book with Booking rivals. As Tech's assistants expand into text messages, Travel's agents are coming closer to chat sessions. Which ones travelers want most could set the tone for years to come.
Skift Data + AI Summit Europe
Every travel company selling into Europe now runs AI under rules the U.S. doesn't have. One day in London covers how it actually gets built and operated there.
The CEOs of KAYAK, Skyscanner, and OAG join Accor's and IAG's AI leads and 200 senior travel executives on October 6, two months after the EU AI Act's transparency requirements took effect.
CURACITY + SKIFT
At Skift Data + AI Summit 2026, travel leaders shared how AI is moving from pilots to production, with data, ownership, and trust emerging as the biggest differentiators.
EDITOR’S PICKS
Kayak Co-Founders Launch Lola — Booking Holdings’ New AI Assistant: Exclusive
September 29, 2026
SKIFT PODCAST NETWORK
Airbnb isn't worried about AI cutting it out of the booking. Guests still need a verified ID, have to message hosts, browse dozens of homes and use the app to check in. Co-Founder and CEO Brian Chesky told Skift Global Forum that AI will bring more people to Airbnb, and that the company's own agent launches next year with an experience he says will be much richer than a chatbot.
SKIFT RESEARCH
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.
