Photo Credit: Travel's biggest companies have started measuring — and talking about — AI differently. Skift/generated with ChatGPT
Travel companies are starting to separate AI that’s paying off from capabilities that aren’t fully baked yet — and that’s starting to shape how they talk about both.
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Travel’s AI race is entering a more disciplined phase: companies are getting more explicit about AI’s value and what it actually delivers.
Over the past few months, distinctions are emerging across the latest sweep of earnings, presentations, filings, and corporate commentary.
Booking and Airbnb are able to point to measurable economic benefits from AI deployments. Airbnb shares jumped 17% after it released second-quarter earnings.
Expedia said some of its consumer-facing AI products have started driving conversions. Others haven’t, but it believes the tech will unlock more value by shedding light on traveler intent.
Meanwhile Sabre and Amadeus are looking to cement their infrastructure roles in travel AI, even if agentic volumes remain small.
For online travel agencies, the economic test depends on the use.
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Tags: airbnb , amadeus , artificial intelligence , booking holdings , earnings , expedia , sabre , the prompt
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