Booking Trends, AI Tools, and the New Rules of Travel Planning

For this Friday episode, we look at Google's new partnership with Amadeus and its resilience in the face of AI (so far). We also preview new Skift Research about AI and changing traveler habits.

Good morning from Skift. It’s Friday, August 1. Here’s what you need to know about the business of travel today.

Amadeus believes its partnership with Google Flights will boost the travel technology company’s airline business, reports Executive Editor Dennis Schaal.

Amadeus CEO Luis Maroto said on Thursday the partnership, which was announced in May, is designed to help his company attract more airline customers. Google’s QPX flight offer management system and Google Flights are being integrated with Amadeus’ airline platform, Nevio.

Schaal notes the collaboration, which also involves Google Cloud and its AI tech, comes after a failed partnership between Amadeus and ITA Software that started in 1998 and ended in a messy breakup.

Apple Podcasts | Spotify | Youtube | RSS

Next, Americans are traveling in large numbers again, and Skift Research’s latest report reveals how they’re planning and booking trips is changing fast, writes Senior Research Analyst Varsha Arora.

Skift Research’s U.S. Traveler Trends 2025 report revealed two-thirds of Americans have taken at least one overnight trip this year — the highest share in six years, with leisure travel continuing to dominate. More than half of U.S. travelers book directly via social media links.

Arora writes the adoption of AI tools like ChatGPT has transformed travel planning significantly, as one-third of U.S. travelers are using AI assistants extensively to research, plan, and book. Meanwhile, direct bookings have fallen substantially since 2020 while online travel agencies have staged a quiet comeback in recent years.

Finally, Booking Holdings says the company’s ads in Google are performing well despite concerns that AI would represent the death knell for Google travel search, writes Executive Editor Dennis Schaal.

Booking Holdings Chief Financial Officer Ewout Steenbergen said this week the company has seen an increase in clicks upon placing ads in Google for its core accommodations business. Steenbergen added Booking would like to diversify its performance marketing channels, similar to what it’s already done with social media.

Booking’s marketing spend in social media rose 25% in the second quarter from last year.

September 16-18, 2025 - NEW YORK CITY