Will AI Disrupt Booking and Other OTAs? One Analyst Says They’re ‘Well-Positioned’

BTIG financial analyst Jake Fuller sees ChatGPT's recent integration of a Booking.com app as a "positive" development, and downplays the very real possibility that the large language models will crush the online travel agencies.

"Our view has been that OTAs like BKNG are well-positioned as AI partners given decades of behavioral data, electronic connectivity with millions of accommodations and a vast payments network," Fuller, who has a "buy" rating on Booking Holdings, told Skift Monday.

Fuller isn't buying the worst-case fears: In that scenario, ChatGPT, Gemini, or Claude sell travel themselves, or