The Skift Travel Podcast How AI, OTAs, and Shifting Consumer Behavior Are Reshaping the Industry
Sep 11, 2025
In this discussion, Seth Borko, a Skift analyst, joins founding editor Dennis Schaal to dive into the impact of AI on travel. They explore how AI is reshaping trip planning and customer service while looking at the tense competition between OTAs and direct bookings. Dennis reflects on past Skift Global Forums and forecasts future discussions on industry shifts, loyalty innovations, and regulatory challenges. The conversation highlights the importance of balancing technology with human connection in the evolving travel landscape.
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AI Use Is Rapidly Moving Into Travel Planning
- Consumer use of AI for trip planning spiked from ~13% to 30% in one year according to Skift research.
- Google’s AI answers for travel keywords also quadrupled in six months, signaling rapid top-of-funnel change.
Google Helped Democratize Top-Of-Funnel Traffic
- Google Hotels has become more equitable, often surfacing direct hotel sites and challenger OTAs near the top.
- If LLMs replace Google search, that democratization might reverse and centralize traffic again.
AI Will Displace And Create Jobs Simultaneously
- AI will both displace roles and create new ones; net effect depends on policy, politics, and how changes are managed.
- Travel’s high-touch roles may be more insulated, but entry-level paths and software jobs face real disruption.