Travel marketers must now optimize for AI agents, not just human travelers
Travel companies are building a second marketing operation dedicated entirely to AI agents-a shift that reflects how quickly AI is reshaping the industry. Clayton Nelson, VP of enterprise alliances and AI for Expedia Group, said the question facing marketers is straightforward: "Do agents make the same decisions as humans? Do they care about price in the same way? Amenities in the same way?"
This new category, called business-to-agent (B2A) marketing, sits alongside traditional business-to-consumer and business-to-business efforts. It's not replacing them. Jochen Koedijk, CMO of Expedia Group, said his company is "building a parallel marketing capability for agents" while maintaining existing consumer and business marketing strategies.
The funnel is collapsing
AI is compressing the travel booking journey. Kelly Covato, GM of global business development for travel at The Trade Desk, said the technology is "flattening the funnel" and shortening the time between inspiration and booking action.
This compression changes how marketers measure success. Covato said companies can now optimize across the entire funnel rather than chasing last-click conversions. Brand-building channels like connected TV now function as performance engines, providing clearer data on incremental bookings.
"The funnel is absolutely collapsing," Covato said. "We're going to only benefit from that as marketers."
Uniqueness matters more than brand size
For travel companies, standing out to AI agents requires something basic data won't provide. Mahak Sharma, who leads product partnerships at OpenAI, said businesses need to focus on what's distinctive about their offering and ensure AI agents can access that information.
This could level the playing field for newer travel companies. They don't need to compete on brand awareness alone-they can win by offering niche experiences or local access that AI agents recognize as valuable.
But there's a catch. Research from Phocuswright shows travelers still prioritize quick booking, prior experience, reviews, and trust. Human assistance remains more important than AI assistance in booking decisions.
The shift is early and uneven
Alicia Schmid, director of research at Phocuswright, said AI is now comparable to social media in the trip planning process. But online travel agencies and search still dominate bookings.
Adoption varies by region. U.S. travelers are readier to book with AI agents than those in other markets. Koedijk cautioned that no one knows how far agent usage will ultimately go, which is why companies must experiment in parallel with existing channels.
For marketers looking to understand how AI reshapes their role, AI for Marketing provides foundational knowledge. Those managing teams through this transition may benefit from an AI Learning Path for Marketing Managers.
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