Google Confirms Hotel Agentic Booking Test in the US
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Google's entry into agentic hotel booking could reshape the online booking landscape, with significant implications for OTAs, hotel direct channels, and distribution strategies.
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- Skift FeedGoogle Confirms Hotel Agentic Booking Test in the US
Google has begun a limited US test of agentic hotel booking within Search's AI Mode, with Booking Holdings CEO confirming it as one of the first partners. This builds on Google's November plans for an AI-driven flight and hotel booking experience. Google's new Universal Commerce Protocol (UCP) could enable agents to transact directly within a chat session. Major travel players including Booking, Expedia, Marriott, Wyndham, IHG, and infrastructure providers Amadeus and Sabre are collaborating. While Google insists it has no ambition to become an OTA, the infrastructure it is assembling could enable end-to-end AI travel booking in its flagship search engine.