Big news yesterday from Google, changing how we book everything from hotel rooms to tours to flights: – Google and a group of major retailers launched a new tool (Universal Commerce Protocol). The… | Benjamin Rhatigan
🛫 Google, January 2026, revolutionizes travel bookings with the Universal Commerce Protocol. This tool enables AI assistants to handle real-time searches, availability, and bookings for hotels, tours, and flights—eliminating forms and checkouts. Hotels must focus on clarity and trust, as OTAs risk being sidelined. Destinations must cater to impulse planning, and tours need to be easily understandable. Loyalty now hinges on AI memory. Brands should simplify inventory and emphasize conversational marketing over campaigns.
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