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749 OTAs Are Betting on Traveler Trust. But the Scramble Is On to Win the Trust of AI Agents

Skift
Dennis Schaal @ Skift · 07/02/2026 10:37 EDT

OTAs Are Betting on Traveler Trust. But the Scramble Is On to Win the Trust of AI Agents

Whether or not travelers trust AI would almost be irrelevant to OTAs if the LLMs don't trust them enough to surface their inventory for discovery. The contest is on behind-the-scenes battle to become the LLMs' OTA fave.

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