Adriana Lee

Travel brands invest deeply in AI visibility, but according to Skift's audit of 50 major travel websites' crawler policies, few tell bots where to go — and the directives don't always match who actually gets in. That looks like a shaky starting point, as the rules of AI engagement change.

🏨 Meta’s Muse agent now lets U.S. travelers search and book Expedia hotels using natural-language requests, roughly six weeks after the integration was announced. Expedia Group CEO Ariane Gorin flagged the rollout during last Wednesday’s third-quarter earnings call. Travelers can specify destinations, dates and hotel preferences, but Muse cannot cancel or rebook reservations. Expedia remains the merchant of record, with booking changes handled through its customer support.