I'm writing this editorial after spending several days at Explore 2026 , Expedia Group 's global conference in Las Vegas. And honestly, one thing struck me throughout the event: artificial intelligence is no longer an "upcoming" trend. It's already reshaping the entire travel industry.
For years, the industry talked about B2B, then B2C. Some then popularized H2H to put humans back at the heart of the interaction. But after attending the keynotes, AI demonstrations, roundtables, and strategic discussions of the past few days, I am convinced that we are now entering a new phase: B2A.
B2A stands for “Business to AI Agent”.
And this transformation could profoundly disrupt the way tourism works globally.
Summary
Tourism will soon be communicating directly with AI agents
Until now, tourism companies have primarily sought to attract human travelers: through their websites, marketing campaigns, content, social networks or booking platforms.
But tomorrow, a growing proportion of travel decisions could be made… by artificial intelligence.
The scenario is no longer science fiction.
Your personal AI assistant will soon be able to:
- search for a hotel;
- compare destinations;
- negotiate options;
- book a route;
- manage customer support;
- optimize prices;
- analyze the reviews;
- customize a complete stay;
- to make certain purchasing decisions for you.
And most importantly: these AI agents will communicate directly with other AI agents.
The traveler's AI will exchange information with that of an airline, an OTA, a hotel, or a tourist office.
At that point, a new question will become central for tourism professionals:
How does AI understand your brand?
Because tomorrow, visibility will no longer depend solely on Google or social networks.
It will also depend on how artificial intelligence interprets your content, APIs, data, pricing, customer reviews, or digital reputation.
This reality was omnipresent during Explore 2026.
AI was everywhere at Explore 2026
During the event, Expedia Group made numerous announcements around:
- generative artificial intelligence;
- APIs;
- personalization;
- conversational assistants;
- data-driven advertising;
- connectivity;
- smart platforms;
- automated travel experiences.
Through the various interventions, a vision now seems to be emerging: tourism platforms want to become infrastructures capable of feeding the future AI agents of travel.
This transformation is progressing much faster than most of the industry still imagines.
And that's probably what struck me most during Explore 2026.
The real challenge: remaining human in a tourism industry driven by AI
But after several days of conferences and technological demonstrations, another conviction remained with me.
The future of tourism will not belong solely to those who use AI.
It will depend primarily on those who know when to use it… and when not to use it.
Because tourism remains a deeply emotional industry.
An AI can recommend a hotel.
But it cannot truly recreate genuine hospitality.
She can build a perfect route.
But she cannot fully understand what it represents emotionally:
- a honeymoon;
- a family trip;
- a reunion;
- a trip planned for years;
- An experience that leaves a lasting mark.
Artificial intelligence will make tourism faster, smarter, and more efficient.
But if the sector becomes too automated, too algorithmic and too optimized, we also risk making experiences colder, more standardized and more impersonal.
And in tourism, this risk is enormous.
The winners will be those who find the balance
In my opinion, the tourism businesses that will succeed in the coming years will be those able to find the right balance between:
- technology and emotion;
- Automation and human relations;
- data and hospitality;
- AI and real-world experience.
AI will likely become an invisible, omnipresent layer throughout the entire traveler journey.
But emotions will remain profoundly human.
Because tomorrow, travelers may be booking with AI.
But they will continue to return thanks to the people they will have met.
And in tourism, this difference changes absolutely everything.
Find all our complete coverage of Explore 2026 on InfosTourisme.com.
What tourism professionals need to know
- The sector is gradually moving towards a B2A (Business to AI Agent) approach.
- AI agents could soon book and compare trips automatically.
- APIs, connectivity, and data are becoming strategic.
- How AI understands your brand is becoming a major issue.
- Tourism platforms are transforming into AI infrastructures.
- However, the human element remains essential in the travel experience.
- The future will likely belong to those who can balance AI and emotion.
Discover all our exclusive articles, interviews and analyses published during Explore 2026.
InfosTourisme.com Partners
This Explore 2026 cover is produced with the support of our partners.
