Investing.com -- Online travel companies enter 2026 facing a mix of structural technology change and improving cyclical demand, with Ai set to reshape how consumers plan and book trips.
Bank of America’s 2026 thematic outlook highlights five key themes for online travel agencies, with the emergence of agentic AI at the top of the list.
AI tools that can plan and book trips end to end could gradually replace traditional search-and-click models.
Both large technology platforms and established OTAs are expected to roll out AI booking capabilities in 2026, raising the risk of disintermediation.
BofA said OTAs will need to rely on proprietary supply, loyalty programs, and brand strength to defend direct traffic as competition shifts toward what it described as “Search 2.0.”
Cyclically, BofA expects an easier U.S. travel demand backdrop in the first half of 2026. Bookings should benefit from favorable comparisons after muted demand in early 2025, with a modest uplift from the FIFA World Cup, which the bank estimates will add about 1% to full-year bookings, mainly in lodging in host cities. Though tariffs and visa policy could disrupt the outlook.
Competition among platforms is also expected to intensify as major players broaden their ecosystems.
Booking, Expedia, and Airbnb are expanding across accommodations, experiences, loyalty, and AI-driven personalization.
BofA said Airbnb is likely to add more hotel inventory and could introduce a loyalty program in 2026, while Booking continues to build out its connected trip offering.
B2B travel remains a bright spot. BofA said B2B bookings are growing faster than consumer bookings as OTAs invest in partner distribution, connectivity tools, and APIs. Expedia’s B2B business is scaling globally through its Rapid API platform, while Booking is consolidating and expanding B2B teams to deepen partner reach.
BofA sees a favorable marketing spend environment. OTAs are shifting spending toward merchandising and social channels and using performance tools to improve returns.
It sees continued marketing leverage at Booking, further efficiency gains at Expedia under new management, and broadly stable sales and marketing margins at Airbnb.
BofA maintained Buy ratings on Booking and Expedia and a Neutral rating on Airbnb, citing AI progress, margin opportunities, and differing exposure to the evolving competitive landscape.















