Own the Agent or Lose the Customer
Travel brands are investing heavily to capture attention—yet many lose customers in the first moments of the journey. A traveler clicks an ad, lands on a site, and encounters something irrelevant or disconnected from their intent, resulting in lost opportunities before the experience even begins.
In the age of AI, this gap has become a competitive battleground. As generative AI and new discovery interfaces reshape how travelers explore and decide, control is shifting. The brands that win won’t just drive traffic—they’ll own discovery.
In this session, we’ll explore how leading travel companies are closing this gap by turning their platforms into AI-powered discovery engines. We’ll show how personalization, conversational assistants, and adaptive search drive high-converting journeys—and why owning the experience is key to growth. We’ll also highlight Club Med as a real-world example, where search has been repositioned as a strategic entry point for trip discovery.