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Juan Destribats

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I called it in my post last week. 🤷 2026 will be the year of agentic booking in travel, and the big players are already moving. Accor has just launched its ALL Accor app inside ChatGPT. Travellers… | Juan Destribats

💻 2026 will spotlight agentic booking in travel as Accor integrates its ALL Accor app into ChatGPT. This allows travelers to use natural language for hotel searches, destination selection, availability checks, and rate comparisons. Thomas Vidal, Accor's VP of Digital Design, emphasizes meeting guests where they are. Key industry shifts include strategic early integration, AI-driven loyalty and personalization, and conversational AI as a necessity. The travel industry is rapidly evolving towards AI-centric distribution and loyalty strategies.
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I walked out of FITUR last week with one overwhelming conclusion: the way travellers discover and book is changing faster than the industry realises. The data speaks for itself: ~55% of travellers… | Juan Destribats

✈️ Last week at FITUR, it was revealed that 55% of travelers now use AI, like ChatGPT, to plan their trips. Traditional booking methods are fading as AI handles availability, policies, prices, and recommendations. Notably, Expedia increased conversion by 35% with AI-powered search. The shift towards “agentic booking” is expected by 2026. Companies failing to integrate AI risk becoming obsolete, while those embracing it will thrive. Collaboration with Clicktotravel aims to enhance AI-native hotel presence.
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