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 (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.
Impact and considerations
For travel companies, B2A marketing is the new frontier, impacting brand visibility and competitiveness in AI-driven discovery and booking.
Key points
- B2A marketing is the next frontier for travel marketers.
- Phocuswright research shows travelers are increasingly willing to book with AI.
- Expedia Group is building parallel agent marketing capabilities.
- Unique data is crucial to stand out in AI agents.
- AI is shortening the time between inspiration and action.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 28 May 2026, 14:00
- Page published
- 12 Aug 2026, 14:27
- Last updated
- 28 May 2026, 14:00
- Original links
- PhocusWire All News：Travel marketers prepare for the rise of AI agents (opens in a new tab)Primary source · en · Published 28 May 2026, 14:00