Innovation

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Agentic AI set to ‘redefine traveller journey’

🛫 Sabre's white paper reveals a transformative shift in the travel industry powered by agentic AI, redefining how travel is discovered and booked. Conversational commerce is anticipated to be a game changer, likened to social media's retail impact. Sabre utilizes Google's Vertex AI and Gemini solutions to enhance travel retailing via the SabreMosaic platform. The paper highlights AI's role in expanding market demand and emphasizes trust as essential for competitive advantage. Travel booking is expected to become hyper-personalized and data-driven.
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Amex GBT offers self-service consulting…

🛫 American Express Global Business Travel (Amex GBT) launches "Travel Toolbox," a digital platform for SMEs, providing self-service tools to manage travel. This platform helps improve cost management, traveler experience, and sustainability by digitizing consulting insights. Following research with Ipsos, it targets SMEs viewing international travel as vital. The platform offers dashboards and modules for better travel policy and wellbeing. Entry is free, with premium upgrades available, aiding businesses to turn travel into a competitive advantage.
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Trust My Group announces rebrand and new…

💸 Trust My Group rebranded after 5 years of rapid growth, launching three new websites: trustmy.group, tmumanagement.com, and repayd.com. The structure now includes TMU Management and Repayd, focusing on financial protection and payment solutions. Offices in Spain, USA, Canada, Singapore, and UAE employ 27 specialists. CEO Will Plummer emphasized the rebrand's clarity and focus. Repayd targets travel businesses, while TMU Management provides insurance for travel and FX markets.
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ChatGPT performs a search in nearly one-third of prompts

📊 Oct 17, 2025, a Nectiv study shows that ChatGPT initiates a web search in 31% of prompts, averaging 2.17 searches per query, with each search averaging 5.48 words. The focus is on local-intent content (59%), with less emphasis on credit cards (18%) and fashion (19%). SEOs can shape ChatGPT results by optimizing for structured, commercial-style data. The study analyzed over 8,500 prompts and 2,600+ queries. Read more at [Nectiv](https://nectivdigital.com/new-data-study-what-queries-is-chatgpt-using-behind-the-scenes/?nocache=1).
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When AI starts booking the room

🛫 Oct 17, 2025, agentic commerce could transform travel booking. AI, planning, and transactions, face challenges like fragmented data and limited payment interoperability. Current systems assist but don't complete bookings. For hotels, open data and collaboration are key. A shift from search and pay to conversation is envisioned, yet data standardization, payment frameworks, and transparency are needed. Gradual evolution will initially focus on itinerary planning and price comparison, later enabling automated bookings.
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AI search is taking over the customer journey

💻 Oct 17, 2025, McKinsey highlights the shift in consumer behavior as 50% of online shoppers use AI tools like ChatGPT and Gemini for decisions, risking 20-50% traffic loss from traditional search. Google searches featuring AI summaries could hit 75% by 2028. To adapt, brands must embrace Generative Engine Optimization (GEO), as only 5–10% of AI sources are brand-owned. Older generations, including baby boomers, are also adopting AI search for purchases. Brands should prioritize GEO for digital visibility.
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AI runs on search — and search still runs on SEO

💻 Oct 17, 2025, AI still hinges on search engines to deliver up-to-date information. For hotels and brands, maintaining strong SEO visibility is crucial for being recognized by AI tools like ChatGPT. Key strategies include clear website structure, reliable content, and reputation management. While AI refines information access, it doesn't replace search engines. Mastering SEO fundamentals remains essential for long-term success, as AI learns from human intent and relies on optimized content. Read more at Search Engine Land.
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Getting real about agentic commerce

🛒 Oct 17, 2025, Forrester outlines the rapid rise of agentic commerce—AI agents autonomously acting in shopping contexts. However, most systems remain assistive, not autonomous. Key challenges include fragmented checkout processes and the need for seamless integration with retailers. While early B2B tests show promise in automated negotiations, Forrester cautions brands to test thoroughly before full-scale implementation, emphasizing the current lack of clear industry standards and readiness.
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How to know if your GEO is working

💻 Oct 17, 2025, generative engine optimization (GEO) focuses on AI-driven brand marketing, not SEO techniques. Track share of search to measure brand demand and buyer intent. Key metrics include branded search volume and conversational traffic. GEO success requires prompt visibility and mapping category entry points (CEPs). Monitor AI model recommendations and increase visibility using PR and credible case studies. Informational content is less valuable; prioritize commercial traffic to support conversions.
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Enseo Executives on Partnering With Hoteliers to Maximize Their Return on Technological Investments

📶 Enseo CEO Brian Gurley and President David Goldstone, at The Lodging Conference 2025, discussed their whitepaper on luxury in-room technology for hospitality. Highlighting guest demand for home-like content consumption, Gurley emphasized transforming hotel TVs into “65-inch advertisements.” Goldstone described proactive support through dedicated personnel for effective technology use. Enseo aims to form partnerships with hotels, enhancing guest experiences while generating revenue through event enhancements and on-site promotions.
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