Accenture Research Report: Travel Companies Face Pressure To Make Systems Work for AI Agents :: Hospitality Trends

AI Changes the Travel Booking Process

Travel companies have traditionally sought customer loyalty through rewards programs, repeat-booking benefits and personalized services. The growing use of artificial intelligence agents could change how those relationships are formed and maintained.

Instead of researching travel options across multiple websites, travelers can use AI tools to compare flights, hotel rates, loyalty rewards, payment options and cancellation policies. The tools can narrow choices based on traveler preferences.

Travel brands will need to make their products and policies easier for AI systems to interpret. An airline, hotel or booking platform may be less likely to appear in an AI-generated recommendation if its fare rules, availability, loyalty terms or payment requirements are difficult to access or understand.

The change could affect which businesses travelers see first when planning a trip. Travel executives expect AI-native platforms to become an important connection point between consumers and travel brands.

Travelers Want Assistance but Retain Payment Control

Travelers are open to AI-supported travel planning because booking trips often involves multiple providers and systems. AI agents can reduce that workload by comparing offers and identifying choices that match individual preferences.

However, travelers distinguish between receiving assistance and allowing an automated system to make final decisions.

Accenture’s B2C Traveler Survey, conducted in June 2026 across 12 markets with 5,003 travelers, found that 40% of respondents would fully delegate travel-option comparisons to AI. The survey also found that 84% would use some form of AI-assisted payment.

Only 10% said they would fully delegate payment execution to an AI system. Travelers may accept AI recommendations but still want to approve purchases themselves.

Disconnected Systems Can Limit AI Recommendations

Back-end technology is a central issue for travel companies seeking to support AI-assisted journeys. For an AI agent to provide accurate recommendations and complete bookings, it needs connected identity, customer data, payment, loyalty and reservation systems.

Many companies still lack that level of integration. Only 30% of travel executives consider their organizations fully prepared to coordinate end-to-end customer journeys involving partners. Data, identity, payment and loyalty systems often remain separate.

These gaps can cause failed payments, unavailable loyalty redemptions, repeated requests for the same information, and difficulty resolving issues across multiple providers. Incomplete information or unreliable booking processes may direct an AI agent toward another option.

A separate study found that 86% of agent-mediated transactions are at risk of abandonment or a switch to a competitor when problems occur during a purchase.

Different Travel Sectors Face Different Priorities

Airlines are encouraged to unify traveler identity information. Hotels may need to ensure that rates, policies and loyalty benefits are presented in formats AI agents can evaluate and apply accurately.

Online travel agencies are urged to strengthen payment systems and their ability to coordinate journeys across providers.

Trust, Security and Customer Controls Remain Central

Travel companies should connect customer data, identity, loyalty and payment systems while establishing governance, security protections and traveler controls. A phased approach can begin with identity and data integration before expanding to payment and loyalty functions.

Some companies may aim to ensure their services are frequently recommended by external AI tools. Others may seek to operate their own AI-based planning and booking interfaces for travelers.

Visibility in AI-driven travel decisions will depend on clear offers and dependable execution. Travelers are expected to remain responsible for final choices, but AI systems may increasingly shape the options they consider.

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