Best positioned to harness AI Some big travel industry names have already begun experimenting with AI. Wasiolek noted that the company operates as a hybrid online travel agency and metasearch model, while Booking, Expedia and Airbnb , among others, serve as online travel agencies. "The difference is the barriers to entry are higher for online travel agencies because these operators control and manage the relationships with travel suppliers on their platform, while metasearch is simply a platform that hosts online travel agency managed content and content directly from travel suppliers," Wasiolek explained. These platforms represent more direct competition to Tripadvisor than online travel agencies. But success in travel from Google could also pose problems for online travel agencies.

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Persons: Wall Street's, Nick Jones, Expedia, Redburn, Alex Brignall, JMP's Jones, Dan Wasiolek, Wasiolek, metasearch, Redburn's Brignall, CNBC's, it's, Michael Bloom Organizations: JMP Securities, ChatGPT, Equity, Google, Holdings, Morningstar