Every travel company with a direct channel faces the same question when a new platform gains traction quickly: join it and risk losing control, or stay off of it and risk being left out. In that vein, Gorin said that Expedia will be on Meta’s Muse, the AI agent the Wall Street Journal called “an instant hit” two weeks after launch. She said the approach is case-by-case and experimental — Expedia has teams engaging with Google, OpenAI, Anthropic, and Meta — because “you want to be at the table as discussions evolve.” The takeaway for any travel company watching agentic AI platforms grow: you don’t have to understand where it might end up to know you should be watching it every step of the way.
Access all the Skift Takeaways from this event, as well as full session videos, presentation documents, and more editorial coverage at our Skift Global Forum attendees hub.