At Skift’s Megatrends event, travel executives discussed the rising impact of AI on the industry, with Thomas Reiner of Altimeter Capital warning that AI-driven personal assistants could disrupt online travel agencies, metasearch engines, and traditional SEO. Meanwhile, Kayak CEO Steve Hafner anticipates that a commercial agreement between an AI engine and a major travel brand could arrive by 2025, potentially reshaping consumer booking habits. Finally, British Airways’ controversial switch to a revenue-based loyalty program underscores the importance of transparent communication and planning when making significant changes that affect frequent travelers.

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