Travel marketers prepare for the rise of AI agents

As AI reshapes travel discovery and booking, the industry is learning to market to AI agents. Business-to-agent (B2A) marketing is becoming essential as companies adapt to a landscape undergoing tectonic shifts. Phocuswright research shows travelers are increasingly willing to book with AI. Companies like Expedia Group are building parallel marketing capabilities for agents, emphasizing uniqueness and data optimization. Experts note AI is flattening the funnel, and marketers need to optimize data to stand out in agentic experiences.