The travel sector is undergoing a rapid shift as companies like Marriott and airlines begin integrating artificial intelligence (AI) into core operations—not just as add-ons, but as foundational elements. This transformation isn’t about superficial improvements; it’s about preparing for a future where AI platforms could dictate distribution power, much like today’s online travel agencies (OTAs).
AI Beyond the Hype: Marriott and the Future of Bookings
Marriott is already experimenting with AI to process hotel bookings directly, rather than simply funneling customers to its website. This is a critical step, as AI could bypass traditional commission structures, potentially cutting out intermediaries and giving hotels more control over revenue. However, this also means anticipating legal challenges – Marriott and Hilton have both filed to protect against future AI-driven distribution shifts.
The Need for Foundational Change
The current race to “add AI” is largely ineffective. Airlines, in particular, need to rebuild their platforms with AI as a core principle, not an afterthought. This means proactive systems that personalize experiences at scale and reduce friction in booking and travel. The key is moving beyond surface-level features and overhauling the underlying infrastructure.
Comcast and Adara: Bridging TV Ads to Bookings
Comcast and Adara are attempting to solve a long-standing problem in travel marketing: proving the ROI of television advertising. Their new partnership aims to track ad exposure directly to bookings, providing a clear line between media spend and revenue. If successful, this could reshape how travel brands allocate marketing budgets. The challenge lies in scaling this measurement across broader audiences.
India’s Rising Influence on Global Travel Tech
The travel industry is increasingly catering to the needs of Indian travelers, recognizing their growing digital payment preferences. This isn’t about adaptation; it’s about global platforms proactively supporting India’s digital infrastructure. This shift reflects the rising economic and technological influence of India on the travel ecosystem.
The Looming Threat: AI as the New Gatekeeper
The biggest concern for hotels and airlines is the potential for AI platforms to become the next dominant gatekeepers in travel distribution. Currently, AI isn’t charging commissions, but legal teams are already preparing for that reality. This is a strategic move: anticipating the next power shift before it happens.
The travel industry is at a crossroads. Those who rebuild with AI
