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PhocusWire's in-depth coverage of travel search, featuring news, analysis, interviews, research and more on Google, other search engines, strategies, executives and role in the market.

Addressing the L2B ratio explosion
News / Distribution
Addressing the L2B ratio explosion
By Morgan Hines | July 9, 2026
With AI potentially driving look-to-book ratios to 200,000:1, can travel infrastructure survive the strain? Read More
Travel visibility, trust and conversion take focus amid agentic commerce shift
News / Distribution
Travel visibility, trust and conversion take focus amid agentic commerce shift
By Abby Crotty | July 8, 2026
Executives from Perk, Microsoft Advertising and Revolut discussed the future of agentic commerce in travel during a panel at Phocuswright Europe. Read More
Startup Stage: Hotel Splitter builds hotel booking platform around split stays
Interview / Startups
Startup Stage: Hotel Splitter builds hotel booking platform around split stays
By Cathy Walsh | July 6, 2026
The startup compares traditional hotel bookings with multi-hotel itineraries, aiming to reduce accommodation costs on longer city breaks.   Read More
AI debate continues: Will travel's biggest brands thrive or falter?
Interview / Technology
AI debate continues: Will travel's biggest brands thrive or falter?
By Cathy Walsh | July 1, 2026
Mario Gavira and Christian Watts brought their ongoing PhocusWire debate to the studio at Phocuswright Europe 2026, offering sharply different views on how artificial intelligence will reshape travel... Read More
Holibob launches conversational booking platform for travel experiences
News / Technology
Holibob launches conversational booking platform for travel experiences
By Cathy Walsh | June 30, 2026
The launch brings Holibob's natural language booking technology directly to travelers and includes an integration with Google's Things to Do. Read More
U.S. Hotel and Lodging 2026: Slow growth, a stable split and AI waiting at the door
News / Online
U.S. Hotel and Lodging 2026: Slow growth, a stable split and AI waiting at the door
By Phocuswright Research | June 30, 2026
The 2026 outlook is cautiously optimistic for the hotel sector. Read More
Skyscanner launches AI travel discovery, road trip planning tools
News / Technology
Skyscanner launches AI travel discovery, road trip planning tools
By Cathy Walsh | June 30, 2026
The company is testing personalized destination recommendations and road trip itineraries while also expanding flight tracking, price alerts and accommodations. Read More
The architecture of truth: Why ‘AI SEO’ for hotels is snake oil
Opinion / Technology
The architecture of truth: Why ‘AI SEO’ for hotels is snake oil
By Fred Bean - HotelPORT | June 29, 2026
Fred Bean, founder and CEO of HotelPORT, argues that AI search rewards data accuracy and consistency—not AI SEO tactics or technical shortcuts. Read More
Sabre tech lead lifts curtain on company’s technological shift
News / Technology
Sabre tech lead lifts curtain on company’s technological shift
By Morgan Hines | June 25, 2026
Garry Wiseman shared about the company’s AI strategy and development, building trust and change management. Read More
Travel's next operating system won't be built on search
News / Technology
Travel's next operating system won't be built on search
By Cathy Walsh | June 24, 2026
At Phocuswright Europe 2026, OAG CEO Filip Filipov explored how AI agents could transform the traveler experience and what the industry must build to enable it. Read More
OTAs lead, AI rises and travelers research less: New findings from three key European markets
News / Online
OTAs lead, AI rises and travelers research less: New findings from three key European markets
By Phocuswright Research | June 23, 2026
How Europe’s travelers are planning differently in 2026. Read More
Cutting through the AI noise: Hospitality's next era
News / Technology
Cutting through the AI noise: Hospitality's next era
By Morgan Hines | June 22, 2026
Stakeholders from Aimbridge Hospitality, In2 Consulting, Wyndham and Another Star shared their thoughts on the AI era at HITEC 2026 Read More
Cendyn launches Wayfinder to help hotels avoid "OTA 2.0"
News / Technology
Cendyn launches Wayfinder to help hotels avoid "OTA 2.0"
By Linda Fox | June 11, 2026
Wayfinder will help hotels gain, measure and boost visibility across AI platforms such as Gemini, ChatGPT and Perplexity. Read More
Hotel distribution pushes beyond traditional channels
News / Distribution
Hotel distribution pushes beyond traditional channels
By Cathy Walsh | June 10, 2026
Industry analysis from Shiji tracks the evolving distribution ecosystem, mapping new categories including AI-driven visibility and direct-booking platforms, map-based commerce and social messaging. Read More
Travel marketers prepare for the rise of AI agents
News / Technology
Travel marketers prepare for the rise of AI agents
By Morgan Hines | May 28, 2026
Executives from Expedia Group, OpenAI and The Trade Desk say travel marketers must adapt as AI agents become a bigger part of trip discovery and booking. Read More
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