The travel industry is shifting towards an agent-dominated ecosystem. Venues must adapt to thrive in this new landscape. This involves assessing current agent-readiness across systems, content, and distribution; ensuring value propositions are machine-readable; participating in agent ecosystems; and reviewing distribution strategies for vulnerabilities. Strategic priorities include shifting to agent conversation capabilities, adapting marketing for agent-based discovery, developing agent relationship strategies, and identifying partnership opportunities. Implementation requires balancing investment between existing channels and agent capabilities, prioritising semantic consistency, maintaining brand voice in agent interactions, and developing metrics to track agent-mediated bookings. Success hinges on viewing this shift not just as a technical challenge but as a fundamental strategic change impacting all aspects of travel sales, distribution, and experience.
