At KREATORVERSE 2026, Klook announced rolling out its upgraded Kreator Shops feature to all 30,000+ creators across 88 markets. The feature lets creators consolidate travel recommendations into a single storefront page, eliminating separate links per post. Citing its Travel Pulse 2026 study, Klook said four in five travelers have booked based on a creator's recommendation. Creator-led bookings rose 246% in 2025.
As AI reshapes travel discovery and booking, the industry is learning to market to AI agents (B2A). Phocuswright research shows travelers are increasingly willing to book with AI, and marketers must adapt. Expedia Group is building parallel agent marketing capabilities, emphasizing unique data.
OpenAI is moving its Instant Checkout feature in ChatGPT to apps, tempering the idea that AI could render travel intermediaries obsolete. Industry experts note that travel transactions involve complex layers like pricing volatility and fare rules, making intermediaries hard to bypass. Following the news, stocks of OTAs like Expedia and Booking rose.