Everyone in travel is talking about the shift to agentic booking. With Instinct, Muse, and others hitting the market and consumer adoption accelerating quickly, it’s understandable. Despite all the talk — and real action — there’s still a lot to sort out.
“The agents are here,” said Seth Borko, Skift’s Head of Research. “Almost no one [in travel] is ready for this world.”
Five Decisions entering the Skift Data + AI Summit Europe focused on the operating choices travel executives are facing when it comes to AI investment, exploration, and execution. Small as agentic AI bookings may be today, the AI labs are moving far faster than t
Photo Credit: Seth Borko at Skift Data + AI Summit Europe in London on October 6, 2026. Skift / John Knight