Muse’s Travel Focus

Meta’s CEO didn’t mince words about what travel means to Muse, calling it a “top use case” for the AI agent on Wednesday's Q3 earnings call. He told analysts that he envisions the company getting "a percent of the value that we are helping to create for people." Translation: He wants a cut of transactions like travel bookings.

Muse’s limited availability so far — its own app, WhatsApp, and devices — contains its potential. But the company wants to bring Muse to Meta’s broader family of apps. Users already get travel inspiration on Instagram and Facebook, and chat with suppliers on Messenger. Adding agentic planning and booking to those spaces, with their enormous scale, can put potential on a fast track to inevitability — with a Meta tollbooth attached.

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Who owns the customer, who captures the payment, and who decides before the answers harden.

On the afternoon of November 11 in NYC, the executives making those bets take the stage: Tyler Morse of MCR Hotels, Citi’s Abhinav Anand, and Hitit CEO Nevra Onursal Karaagac.

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Meta already influences where people want to go. Its AI agent is primed to help it take a cut when they book.

Europe Wants Tourists Beyond Big Cities. AI Search Stands in the Way.

by Sean O'Neill
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Europe’s overtourism fix depends on two systems it doesn’t control: AI search that favors the obvious, and overly complicated transport that discourages the curious from visiting less familiar places.

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Sponsored search results only work because humans assume the top result is the best one. Sam Shank, co-founder and CEO of HotelTonight, which was acquired by Airbnb, says that’s the core vulnerability AI exposes for Booking.com and Expedia, and it’s enormous.

In this bonus episode of Good Morning Hospitality, recorded live at Skift Global Forum, Sam joins host Wil Slickers to break down exactly why AI agents don’t carry the cognitive biases that made OTAs so lucrative, what that means for the future of hotel distribution, and why he’d rebuild HotelTonight as a B2B specialist agent if he were starting today.

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