Google Says AI Agentic Booking Will Mirror Its Current Travel Model

Google expects the commercial framework for agentic booking in AI Mode for travel to closely resemble its existing model, even as it moves deeper into AI-powered trip planning and booking.

The company recently announced plans to bring agentic booking to travel, just two weeks after revealing similar AI-driven capabilities for restaurant, event and beauty service bookings.

Speaking at The Phocuswright Conference in San Diego, James Byers, group product manager at Google, said the company’s “bedrock” remains connecting users with “the right partner, the right price, the right time.” He emphasized that Google aims to keep participation open and minimize commercial friction.

“At the moment, we see this being a similar model that we have today,” Byers said. “We’ll adapt if needed, but this is really meant for every partner, for every way to buy, with as open an ecosystem as possible.”

Google is already working with major partners—including Booking.com, Expedia, Marriott International, IHG Hotels & Resorts, Choice Hotels International and Wyndham Hotels & Resorts—to build out the new experience.

Byers said the timeline for agentic booking in travel remains open-ended. He identified two main hurdles: making the user experience seamless and understanding what travelers actually want from agent-driven booking. The first challenge could be solved within months, while the latter is expected to evolve throughout 2026.

“That’s one we’re going to learn together with our partners and the ecosystem,” Byers said. “I think 2026 will be the year we learn a lot—hard lessons, fun lessons, a whole mix—as we enter this brave new world.”

The discussion also touched on trust-building, differentiation among large language models and how advertising models may evolve in an AI-first environment.

Tags: phocuswire

Google Says AI Agentic Booking Will Mirror Its Current Travel Model

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