The company says its upcoming agentic booking capabilities in AI Mode for travel will largely mirror its current commercial model
Nov 25, 2025
Google emphasizes maintaining an open ecosystem, minimizing commercial barriers for partners, and ensuring users are connected to the right options at the right time. While the technical experience can be refined quickly, Google expects to spend 2026 learning how travelers actually want to use agentic booking. The company is already building out the experience with major hotel and OTA partners as it prepares for a broader rollout.
Key takeaways
- Continuity in commercial model: Google expects agentic booking in AI Mode to follow a model similar to today’s, avoiding major structural changes for partners.
- Focus on an open ecosystem: The company aims to minimize commercial friction, ensuring all partners can participate in agentic booking.
- Broad industry collaboration: Google is developing the feature with major players including Booking.com, Expedia and several global hotel groups.
- Unclear timeline: No launch date has been provided, and Google notes that readiness depends on both technical refinement and user insights.
- Two main hurdles: Creating a seamless booking experience and learning what travelers expect from agentic interactions are key challenges.
- Learning phase in 2026: Google anticipates that 2026 will provide significant insight into user behavior and partner dynamics.
- Broader AI expansion: The move follows similar agentic booking initiatives for restaurants, events and beauty treatments announced earlier.
- Trust and differentiation themes: The discussion also highlighted the need for trust-building, LLM differentiation and evolving AI-driven advertising models.
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