How can OTA’s use AI Agents to Drive Conversions?

For Online Travel Agencies (OTAs), competition in 2026 will be fierce, and travellers' expectations are higher than ever. The urgency to deliver fast, seamless, and tailored experiences has never been more pressing. But here's the good news: AI isn't the future anymore. It's a real tool that today's OTAs can use right away to streamline operations, increase conversions, and deliver the kind of customer experience that will keep travellers coming back.

According to a Phocuswright, in 2025 over 60% of travel companies have already begun integrating AI into at least one customer-facing workflow. The question is no longer whether to adopt AI, but how quickly and how well.

So, how exactly can AI help you optimize your OTA?

Let’s explore the real-world opportunities many OTAs are missing, and how AI could bridge the gap.

1. Personalized recommendations that convert

Travel is not a one-size-fits-all proposition. A 5-star, 5-night vacation in the Maldives is not likely to be of interest to the same person booking a last-minute weekend party break in Berlin. And yet most OTAs continue to employ static search filters or "top-rated" lists, instead of seizing the opportunity to offer personalized recommendations that meet travellers where they are.

AI-powered recommendation engines can analyze search behaviour, booking history, demographics and seasonal patterns to surface the most relevant travel options in real time.

Imagine if your platform could…

• Suggest adventure tours the moment a user shows interest in related activities.
• Recommend not just a family-friendly hotel, but the right one! One that has activities for teenagers and still fits the parents preference for boutique, non-resort style accommodation.
• Provide proactive travel inspiration. Instead of just answering direct questions, your platform could guide users toward relevant offers.

This kind of relevance drives action. It removes decision fatigue and helps users move from browsing to booking. According to McKinsey, 71% of consumers now expect companies to deliver personalized interactions. By meeting this expectation of instant, tailored guidance, you create a frictionless experience that builds trust and loyalty.

Here's what your business gains:

• Higher booking conversion rates
• A competitive edge in the AI era
• Happier teams and loyal customers
  ‍

2. AI search bar for travel websites

Today's travellers think in vibes, not keywords. Their needs are complex and emotional, like "a warm, cozy family beach holiday" but traditional search bars can't handle these natural requests.

This is why the rigid search box is being replaced by intelligent discovery engines that actually understand how people think about travel.

It Speaks Their Language

Imagine if your customers could simply describe what they want in plain English. The AI search bar acts like one of your best travel consultant, understanding "Romantic but not too touristy holiday" and instantly generating perfectly matched, bookable options.

What does this mean for you? Customers stay engaged instead of bouncing to competitors.

It Captures Their Inspiration

Leaders like Google have been paving the path for enhanced search bars, when a user uploads that stunning coastline photo, visual search identify the location and immediately shows bookable hotels and itineraries. That fleeting "I want to go there" moment becomes a concrete booking opportunity.

So, what's the real impact?

You're transforming your website from a passive catalog into an intelligent consultant that converts inspiration into revenue, from several points of interaction.

‍

3. Conversational AI agent for 24/7 multilingual support

One of the biggest pain points for travellers? Slow or confusing customer service, especially when booking across time zones or in international destinations.

This is a problem of the past. A new class of AI-powered customer service tools for the travel industry has arrived. The revolution in generative AI for OTAs means modern chatbots and virtual assistants use Large Language Models (LLMs) to understand context and intent, enabling natural, human-like conversations at any hour.

Key capabilities of modern AI travel agents:

• Self-learning: They continuously update from your website, product feeds, and connected data sources, ensuring answers are always accurate and current.
• Multilingual support: Advanced LLM-based assistants handle queries in dozens of languages without additional configuration.‍
• Business intelligence: Every interaction generates strategic insights into what travellers are asking for, which destinations are trending, and where friction exists in the booking journey.

Example scenario:

A customer is looking at a hiking tour in the Alps late on a Sunday night. They are excited by the trip but have practical questions before they can commit. They ask, "How fit do I need to be for this tour, and what kind of gear do I absolutely need to bring?" Instead of an empty chat window or a form, your AI assistant instantly accesses the tour's detailed information. It clarifies the fitness level required (e.g., "moderate, for active walkers") and provides a specific packing list, distinguishing between mandatory and recommended items. The traveler gets an immediate, helpful answer that builds confidence and removes the final barriers to booking.

Measurable benefits for OTAs using conversational Ai agents:

• Faster visitor-to-booking conversion, as travellers get instant answers that remove friction in the booking flow
• Customer response times reduced by as much as 90%.

4. Dedicated workspace for eficienct operations

Optimising a travel marketplace isn’t just about what the user sees, is also a matter of backend efficiency. AI can power smart automation in everything from supplier onboarding and content curation to fraud detection and review moderation.

Some examples include:

• Auto-tagging and categorizing tours based on natural language descriptions
• Identifying duplicate or outdated listings in your platforms
• Automating lead nurturing by drafting personalized follow-up emails and preparing custom itineraries based on a traveler's initial AI conversation.
• An AI can act as an internal workspace for your team, unlocking knowledge for junior employees that need to get onboarded

By letting AI handle the repetitive  your team can focus on strategy, creativity, and growth.

‍

5. Predictive traveller beahviour insights for travel companies

What will your travellers be searching for next month? Which destinations are emerging? Where in the funnel am I losing customers?

AI doesn’t just respond to user actions—it predicts them. With the right implementation, you can identify emerging trends, drop-off points in your booking journey, and new revenue opportunities before they even happen.

For example:

• Identify an increase in interest in train travel across Europe and market relevant itineraries
• Identify repeat users who haven’t booked in 6 months and trigger re-engagement campaigns
• Spot patterns in abandoned carts and optimize your funnel accordingly
  ‍

Final Thoughts: Why OTAs Can't Afford to Wait on travel AI agents in 2026

For OTAs that want to grow, expand margins, and stay competitive, simply having AI is the new minimum in 2026. The definitive competitive advantage comes from leveraging an advanced AI that unlocks unprecedented scale, speed, and smarter decisions, which is what will allow market leaders to dominate.

At Maya, we help travel businesses implement human-like automation that feels personal, not robotic. Whether it’s through conversational AI, smart recommendations, or intelligent backend systems, our platform is designed to make every part of your OTA work better.

Curious what that could look like for you?

Get in touch and let’s explore what’s possible.

‍