An article on OpenAI's "Operator" and its impact on travel search and marketing was our top story on PhocusWire this week. The piece, from senior reporter Morgan Hines, draws opinion from travel marketing experts and online travel players including TripAdvisor and Priceline to present a rounded view of what the impact of agents might be.
Travel search and marketing is not the only area of flux currently with travel loyalty also being shaken up. Points and rewards are no longer enough for younger generations driving large travel companies to reconsider their offering. Cracking the lifetime value of a customer continues to be the goal and some companies, especially startups, are exploring how artificial intelligence can help.
Sticking with the subject of AI and "Operator", an opinion from Christian Watts explores how rapidly the technology has moved from impacting search to impact the travel transaction. The ability of AI to research a trip involving a number of different elements more deeply and have all the transactions completed for the customer could change the game.
Meanwhile, earnings season continues with Expedia Group reporting its fourth quarter and full-year 2024 results this week. The company, which had a strong finish to the year, has laid out three focus areas for AI in 2025 including consumer behavior and B2B partnerships.
This week we also published an interview with Alberto Gutierrez, CEO of tours and activities marketplace Civitatis. He discussed the company's curated model, its growth plans for Latin America and had some advice for startups.
-Linda Fox, executive editor | 
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