How chatbot-driven travel planning could reshape competition among online travel agencies
Nov 5, 2025
Travelers are increasingly turning to AI chatbots to help plan their trips, raising questions about whether platforms like Booking will be bypassed. Booking’s CEO Glenn Fogel argues that AI will become another gateway to their services, not a replacement, and that the company’s scale positions it to stay visible as AI recommendation models evolve.
Key takeaways
- Shift in travel planning habits: More travelers are using AI assistants like ChatGPT to research and organize trips, altering how trip discovery begins.
- OTAs see AI as both threat and opportunity: While some analysts worry AI could sidestep online travel agencies entirely, Booking sees it as a new channel for customer acquisition.
- Competition for first position in AI suggestions: Booking expects large-language-model providers to eventually charge companies to appear as the first recommended travel service, similar to bidding systems in Google Travel ads.
- Booking believes scale is a strategic advantage: With a larger global footprint and higher market valuation than competitors like Expedia, Booking expects to have an edge in negotiating and integrating with AI providers.
- Active integrations across platforms: Booking has already launched its own AI trip planner and works with OpenAI, Google Gemini, Amazon Alexa, and Salesforce-backed concierge tools.
- Monetization models still forming: AI providers haven’t yet clarified how ranking or placements will work in chatbot recommendations, leaving the competitive landscape fluid.
Get the full story at The Wall Street Journal (subscription required)
