Google is developing agentic AI travel booking tools, aiming to enhance how consumers plan and book trips within an increasingly competitive landscape that includes major tech giants and established travel companies. By mid-November, Google announced its intention to incorporate agentic AI capabilities for hotel and flight reservations into its AI Mode search feature, according to Julie Farago, the company’s vice president of engineering for travel and local.
Agentic AI in the travel sector refers to technology that not only gathers information but also completes tasks such as booking hotels and modifying itineraries. Farago stated that Google is “working very closely” with partners, including Booking.com, Expedia, Marriott International, IHG Hotels & Resorts, and Choice Hotels, to develop these innovative tools. “Our north star here is to really help save travelers time and book with increased confidence,” she said during a virtual media roundtable on November 13, though she cautioned that there is no “firm timeline” for the rollout.
Farago emphasized that Google does not intend to rush the launch, instead focusing on creating a seamless experience where users maintain control throughout the process. These new tools will expand upon the existing features within Google’s AI Mode, which currently has over 75 million daily active users worldwide. The platform already utilizes agentic AI for tasks such as securing restaurant reservations through partners like OpenTable and Resy, as well as booking event tickets via Ticketmaster and StubHub.
Google’s expansion into agentic AI for travel reflects its strategy to sustain a leading position in travel search amid emerging AI-powered competitors. Travel technology analyst Henry Harteveldt, founder of Atmosphere Research Group, noted that the financial resources of large tech companies—such as Meta, OpenAI, and Anthropic—enable them to invest heavily in AI capabilities. He pointed out that Google’s dominance as the primary source for search and information is facing its most significant challenge since the company’s inception.
Harteveldt predicts that “mature versions” of agentic AI travel booking tools will likely be available in the next two years or less, describing a potential “revolution within the travel space” regarding AI usage for trip planning and booking. “It’s not a matter of if, it’s a matter of when. And the potential capabilities of these AI tools could potentially exceed Google’s own capabilities,” he added.
Vik Krishnan, a senior partner at McKinsey & Co. focused on aviation and travel, described agentic AI as one of the swiftest innovations in the travel industry in decades. “I’ve been in and around the travel sector for over 25 years, and I haven’t seen something move quite as quickly,” he said during a recent episode of Travel Weekly’s “The Folo” podcast. Both Krishnan and Harteveldt foresee an acceleration in adoption in the coming one to two years, although the monetization models for agentic AI remain unclear, presenting uncertainty for travel suppliers familiar with Google’s advertising framework.
As Google develops these advanced booking tools, Farago also highlighted enhancements to existing travel planning capabilities within Canvas, another tool available in AI Mode that helps to organize travel plans. Users can now create custom travel itineraries by aggregating real-time search data for flights and hotels, along with photos, reviews, and other relevant information from Google Maps and various websites. “All you really have to do is describe where you want to go, when you want to go, and how you’d like to travel, really as though you’re talking to a friend,” she explained.
While Google’s agentic AI plans for the travel sector are still in development, the potential impact of such tools on the travel booking landscape could be transformative. As competition in the travel technology space intensifies, the ability for consumers to seamlessly plan and book their trips using advanced AI capabilities may redefine industry standards and consumer expectations.
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