Expedia CEO Says AI Agents Aren’t Changing Booking Habits - Yet

Artificial intelligence is changing how travellers search for destinations and plan holidays, but it has not yet significantly changed how they book trips, according to Expedia Group CEO Ariane Gorin.

Speaking to CNBC on November 5, Gorin said AI agents are becoming useful tools for travel inspiration and itinerary planning, but customers continue to rely on established travel platforms when making purchases. Her comments highlight the gap between the growing popularity of AI-powered travel assistance and consumers’ willingness to let automated systems complete bookings.

AI Is Changing Travel Discovery

AI assistants are increasingly helping travellers compare destinations, research hotels and organise itineraries through conversational interactions. Instead of searching across multiple websites, users can describe their preferences and receive tailored suggestions.

Gorin acknowledged the potential of these tools, saying they make trip inspiration and planning easier. However, she said Expedia has not yet seen AI agents meaningfully change actual booking behaviour.

The distinction is important for online travel companies, which have traditionally relied on customers visiting their websites and apps to compare prices, select accommodation and complete reservations.

Trust Remains Important When Booking

One of the biggest challenges for AI-driven travel bookings is consumer confidence. Travellers want to know that hotel information, prices and amenities are accurate before making payments.

They also expect reliable customer support if a reservation needs to be changed or something goes wrong during a trip.

Gorin argued that established travel brands retain an advantage because they provide customer service, booking management and accountability beyond simply recommending travel options.

Expedia's own research, published in April 2026, found that 68% of surveyed travellers preferred booking through a trusted travel brand rather than an AI chatbot or agent. The survey covered more than 5,700 adults in the United States, the United Kingdom and India.

Expedia Is Building Partnerships With AI Companies

Despite the current limitations, Expedia is actively preparing for a travel market in which AI agents could become more influential.

Gorin said the company is working with major AI platforms to ensure its brands and travel inventory appear in AI-generated recommendations. These partnerships also help Expedia understand how AI systems select travel options and what technical integrations are needed to support bookings.

The company is also introducing AI-powered features across its own platforms, including conversational search and tools that help customers compare accommodation options and organise activities.

During Expedia's third-quarter earnings discussion, management described AI-agent traffic as relatively small but high-intent. The company is treating these integrations as an opportunity to understand changing customer behaviour rather than evidence of an immediate shift in booking patterns.

Travel Industry Faces a Gradual AI Transition

The rise of AI agents could eventually reshape how customers interact with online travel agencies, airlines and hotel companies. Automated systems may increasingly handle destination research, price comparisons and parts of the reservation process.

However, completing a travel booking involves more than finding the cheapest available option. Payment security, accurate availability, cancellation policies and customer assistance remain important considerations.

For Expedia, the immediate strategy is to remain visible across emerging AI platforms while strengthening its own technology and customer services.

Gorin's comments suggest that AI is becoming an important part of travel discovery, but the transition towards fully automated bookings is likely to take longer as consumers continue to prioritise trust and dependable support.

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