Propellic study finds most bookings made by agentic AI would route through an intermediary

Breaking Travel News - Nov 12, 2026

Propellic, the travel marketing and advertising agency, today published Agentic Travel Booking in Meta’s Muse and Instinct, a study examining how AI agents are changing the way people search for and book travel. Meta’s Muse, launched in the US in September 2026 with travel booking built in, and Instinct, an invite-only AI agent users interact with through text messages, are bringing booking capabilities into the AI-powered travel search experience.

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