Skift · 2 Jul 2026
Two competing trust strategies are hardening at the top of online travel: the incumbent play treats consumer brand trust as the moat that survives hallucination-prone assistants, while Trip.com's chairman reframes the goal as becoming the 'trusted infrastructure for AI agents' — exposing verified inventory, live pricing, and transaction rails through APIs, Model Context Protocol, and agent frameworks so demand routes through it regardless of which app a traveler opens.
Industry lens
Do any major LLMs begin surfacing travel inventory by API depth and machine-readability rather than brand recognition — the first observable proof that agent-trust infrastructure, not consumer trust, decides who gets booked?
“"Our goal is not only to be the go-to app for travelers, but also the trusted infrastructure for AI agents," Liang said in a Trip.com earnings call. ”
— Skift
