Google’s Universal Commerce Protocol Signals Shift in Travel Booking and AI Commerce

Google has introduced its Universal Commerce Protocol (UCP), aiming to standardize agentic commerce across industries, with significant implications for travel companies as booking and purchasing shift toward AI-driven interactions.

Introduction of Google’s Universal Commerce Protocol

Google has announced the launch of its Universal Commerce Protocol (UCP), a new standard designed to facilitate agentic commerce by enabling seamless interactions between consumers, businesses, and payment providers. The protocol is intended to streamline the entire commerce process, from product discovery to purchase and post-purchase support, using AI-driven agents. According to Google, UCP establishes a common language for agents and systems, reducing the need for individual connections and allowing for more efficient transactions.

Context: The Race for Agentic Commerce Standards

The introduction of UCP comes amid a broader industry push to define standards for agentic commerce, where AI agents handle tasks such as searching, booking, and purchasing on behalf of users. Google’s move follows similar initiatives from other technology companies. In October, Google partnered with PayPal to launch an agentic commerce solution. OpenAI and Stripe announced their Agentic Commerce Protocol in September, which supports instant checkout in ChatGPT. Anthropic’s Model Context Protocol (MCP), announced in November 2024, has also seen adoption by travel companies such as Kiwi.com, Apaleo, Expedia, and TourRadar.

Industry observers note that Google and OpenAI are both working to define the future of AI commerce standards, with each company presenting its own approach. While both have accepted the MCP protocol, they are developing alternative solutions for other aspects of agentic commerce.

How UCP Works and Its Industry Partners

UCP is set to support a new checkout feature on Google product listings in Search’s AI Mode and on the Gemini app, initially available to eligible U.S. retailers. The feature will allow consumers to complete purchases directly within Google’s ecosystem, using Google Pay and, eventually, PayPal. UCP is designed to be compatible with other protocols, including Agent2Agent, MCP, and Agent Payments Protocol.

The protocol was co-developed with major retail partners such as Shopify, Target, and Walmart, and has received endorsements from financial companies including American Express, Mastercard, Stripe, and Visa. Google plans to expand UCP globally and add features such as related product discovery, loyalty rewards, and customized shopping experiences.

Implications for the Travel Industry

Although Google has not detailed how UCP will specifically integrate with the travel industry, industry stakeholders expect significant changes. Alex Mans, CEO of FLYR, predicts that agentic interactions will soon replace traditional search, shop, book, and service processes in travel. Pablo Delgado, CEO for America at Mirai, notes that UCP represents a shift from conversational AI assistants adapting to merchant flows (as with MCP) to a standardized, end-to-end commerce runtime controlled by Google. This could mean merchants lose control over user experience, booking flows, and checkout processes as these functions move into Google’s ecosystem.

Benjamin Rhatigan, co-founder of Arrival Projects, believes UCP will change how travel is booked, with AI assistants handling the entire process from search to booking, eliminating the need for traditional websites and forms. He suggests that hotels may need to focus more on product clarity and trust, while online travel agencies could be bypassed if travelers complete bookings before reaching their platforms. Rhatigan also anticipates more impulsive travel planning and a shift away from research-driven decision-making.

Opportunities and Risks for Travel Companies

For hotels and airlines, UCP presents both opportunities and risks. The main opportunity is the potential for frictionless, large-scale conversions at the moment of consumer intent. However, the risk lies in losing control over the customer relationship and booking journey, as these processes become embedded within Google’s platform.

Alex Mans emphasizes that participation from major travel players, especially airlines, will be crucial for UCP’s effectiveness. He notes that complex travel queries will require airlines to modernize their technology, such as adopting the International Air Transport Association’s ONE Order standard, which enables more flexible, dynamic bookings. Mans suggests that airlines that adapt quickly to these new standards will benefit from increased demand through agentic channels, while those that delay may lose visibility among AI-driven consumers.

Technical and Strategic Challenges

Some industry stakeholders have raised concerns about the technical challenges of implementing UCP. Peter Marriott, co-founder of Dataiera, points out that while standardized protocols are important, the effort required for merchants—especially those outside large marketplaces—to build and maintain integrations is significant. He also notes that creating a scalable agentic solution involves more than just adopting a protocol.

Mitch Bach, CEO of TripSchool, expresses skepticism about the universal appeal of agentic commerce, suggesting it may be better suited to routine or commodified travel purchases than to complex, personalized trips. However, he sees potential benefits for smaller businesses that can adapt to the new model.

Preparing for Change

With UCP now available, industry experts suggest that travel brands should prepare by making inventory, pricing, and product details accessible to agents, ensuring information accuracy, simplifying offers, and focusing on conversational interactions rather than traditional marketing campaigns. The shift toward agentic commerce is expected to bring significant changes to how travel and other industries approach online transactions.

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