WebMCP is being touted as another disruptive development for the travel industry. The proposed standard driven by Google and Microsoft could improve personalization, conversion rates and revenue for travel companies, according to stakeholders. An article focused on WebMCP and its potential to provide travel websites with a path to becoming "agent-ready" was a popular read on PhocusWire this week.
The piece includes views from across the travel industry on where the technology will have most impact.
We also continued our reporting on fourth quarter and full-year 2025 results from across online travel, hotel and distribution this week. Booking Holdings was bullish about the boost in its "connected trip" transactions. Meanwhile earnings from hotel companies including IHG, Hyatt and Wyndham were heavily focused on artificial intelligence (AI) developments and partnerships. While all are intent on using the technology to drive direct bookings, some are further along than others. Sabre's earnings also provoked discussion as much for its bid to become an "AI-native company" as its strategy to keep costs down. We also checked in with travel CTOs and AI leaders to gather feedback on the best approach to AI leadership. Expedia Group recently appointed its first chief AI and data officer while Airbnb recruited a CTO with AI expertise. Our article looks at the possible rationale behind those decisions. Another story looked at airlines' need to rethink disruption given the ripple effect on operations and passengers. The viewpoint by Jitender Mohan of WNS discusses how the response to disruption is fragmented hampering operational resilience. - Linda Fox, executive editor | 
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