Research on Brand Loyalty and Channel Choice in Personal AI Agent Bookings

On November 10, 2026, PhocusWire reported on a Propellic study examining how brand loyalty and channel choice change when personal AI agents book travel. The study completed 176 hotel, flight, and travel scripted booking requests through two personal AI agents, Muse and Instinct, and surveyed 167 Muse users and 50 Instinct users. Among scripted bookings without connected accounts, Duffel handled 57% of bookings, 28% went directly through hotels, airlines, or travel companies, and 14% flowed to intermediaries such as Booking.com or Expedia. The survey showed that 66% of early users stopped at research or a candidate list, and only 13% completed bookings through an agent.