Gorin argues AI agents will ease shopping around but cannot replace the trust, content accuracy and customer service that Expedia provides at booking.
"People were already shopping across a number of places, so the agent can do that in a much easier way," Gorin said. "But when it comes to actually booking — being confident that the content that you're getting is right, the amenities are right, the price is right, if something goes wrong, someone's going to actually either solve it for you, answer the phone, be there for you — I don't think those agents are going to do it for you, and that's why people trust Expedia and come to us."