Expedia Bets AI Agents Won't Own the Entire Booking Journey
Speaking at Skift Global Forum 2026, Expedia Group CEO Ariane Gorin said she wants to work with the newest generation of AI agents, including Meta's new agent Muse, but does not believe any single agent can take over the entire travel journey. Expedia had revealed on Tuesday that it would be available on Muse; its X post said only that users can tell Muse where they are headed and it can work with Expedia to sort hotels and everything in between, without detailing how it works. Gorin, participating via remote video, did not elaborate on the partnership but said she personally does not believe a large portion of bookings will become an end-to-end conversational experience, since travel plann…
Impact and considerations
Expedia is simultaneously plugging into Meta's Muse agent while publicly questioning the scale of end-to-end conversational booking, signaling that a leading OTA is pursuing selective partnerships rather than betting fully on AI distribution. For corporate travel buyers, this suggests AI agents are more likely to serv…
Key points
- Expedia Group CEO Ariane Gorin said at Skift Global Forum 2026 that she wants to work with the newest generation of AI agents, including Meta's Muse.
- Expedia revealed on Tuesday that it would be available on Muse, Meta's new AI agent; its X post said users can tell Muse where they are headed and it can work with Expedia to sort hotels and everything in between, without detailing how it works.
- Gorin participated via remote video and did not elaborate on the Muse partnership.
- Gorin said she personally does not believe a large portion of bookings will become an end-to-end conversational experience.
- She said travel planning involves several people and multiple rounds of consideration, and for some the process of figuring out a trip can be a joy.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 24 Sept 2026, 04:17
- Page published
- 24 Sept 2026, 04:31
- Last updated
- 24 Sept 2026, 04:17
- Original links
- Skift Feed：Expedia Bets Against the All-Powerful AI Travel Agent (opens in a new tab)Primary source · en · Published 24 Sept 2026, 04:17