Agentic AI in travel: Technology readiness and consumer trust
In an ITB Berlin panel, executives from Booking.com, Google, Sabre, and Skyscanner discussed agentic AI in travel. Google's James Byers stressed differences from retail, suggesting autonomous agents may be a year away. Booking.com's James Waters highlighted trust as key: ~90% look forward to gen AI, but only single-digit percentages trust it to make decisions.
Impact and considerations
Adoption of agentic AI faces technology and trust hurdles, shaping the future of travel booking; companies must focus on building consumer trust.
Key points
- Executives say autonomous agents for travel booking may be a year away.
- Consumer trust is a key barrier to AI adoption.
- Google introduces Universal Commerce Protocol, exploring travel use cases.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 6 Mar 2026, 14:00
- Page published
- 14 Aug 2026, 08:09
- Last updated
- 6 Mar 2026, 14:00
- Original links
- PhocusWire All News：Agentic AI in travel: Technology readiness and consumer trust (opens in a new tab)Primary source · en · Published 6 Mar 2026, 14:00