EDITOR'S COMMENT
• I recall an industry prediction that AI agents would go mainstream in 2025 and that is exactly what has happened with OpenAI unveiling Operator, a system that can use its own browser to make travel reservations, fill out forms, order groceries and even create memes. In my opinion, it has the potential to be one of the biggest innovations ever in the travel landscape and to shake up the trip planning process altogether.
Open initially just to ChatGPT Pro users in the United States, Operator is designed to handle a range of repetitive browser tasks while using the same interfaces and tools that humans interact with on a daily basis, ensuring that the uses of AI increase and new engagement opportunities for businesses will open up. While it is only in an "early research preview" stage, it brings us one step closer to navigating the complex travel booking journey autonomously and it is just the start for AI agents in travel - emerging competitors include Anthropic [backed by Amazon and Google], Oracle and Meta.
Some may have suspected that Operator and its AI agent counterparts would evolve into direct competitors for the online travel agencies [OTAs], but instead I anticipate that they will only increase the market share of these large firms. Booking.com is listed among Operator's 'early contributor' partners, along with outdoor stays booking platform Hipcamp, which suggests that AI agents will serve as an additional performance channel for such established companies, thereby helping to consolidate - or grow - their market share over competitors.
What these AI agents in travel could threaten, however, is the direct booking movement, given the incentive offered to travellers to use an autonomous agent to book via a partner third-party aggregator, instead of going direct. It will be fascinating to see whether OpenAI launches more AI agents later this year that can empower short-term rentals to drive bookings via their own channels - otherwise its competitors might muscle in instead.
• Our STRz webinars return tomorrow [Tuesday 28 January] with a session on 'How to drive revenue with the right partners and product integrations'. Join Annie Holcombe [NextPax], Jared Alster [Dune7], Alexis Cannard [Le Collectionist], Eric Moeller [Freewyld] and I by signing up at no cost here now.
• And don't forget that the entry period for the 2025 Shortyz Awards is already open and underway - submit your no-cost entries across our 20 categories by Monday 10 February [23:59 GMT] at this link.
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