A.I. already shapes how travelers search. Agentic A.I. will soon shape how they decide. Expedia, Google, Kayak and Priceline are piloting tools that can monitor prices, compare rooms and eventually book trips on a traveler’s behalf.
This creates a new reality for travel and hospitality brands. The booking journey gets shorter. The decision-making gets more automated. And the opportunity gets bigger for brands that prepare now.
Agentic A.I. becomes a new channel. Instead of travelers clicking through endless options, an A.I. agent evaluates preferences and surfaces the best fit. That makes the data and content brands provide through partners even more important.
This is where GEO, or Global Experience Optimization, becomes essential. If your descriptions are unclear or your inventory data is inconsistent, an A.I. system will struggle to understand your value. Clean, structured information becomes part of the guest experience.
Loyalty programs also take on new significance. Agentic A.I. performs best with strong signals. Preferred brands, past stays and known preferences give the agent a framework for smarter choices. For ecosystems like World of Hyatt, that becomes a meaningful advantage.
Travel advisors remain essential. Complex or high-touch trips still require human judgment. A.I. simply supports them by taking on the heavy lifting of monitoring and comparison.
For marketers and brand leaders, the path forward is clear:
- Improve data quality so A.I. tools can accurately represent your brand.
- Strengthen loyalty value that an A.I. can easily read and prioritize.
- Support platform partners while protecting direct relationships.
- Communicate with clarity and reassurance to build trust.
- Treat agentic A.I. as an extension of the hospitality experience.
Agentic A.I. is not replacing the human side of travel. It is elevating it. And the brands that embrace it now will shape how travelers choose in the years ahead.
To learn more about rbb’s GEO and Brand Positioning services, email us at [email protected]