Kayak's vision for the future of AI and metasearch
As AI-driven tools begin reshaping how consumers search for and book travel, Kayak is positioning itself at the intersection of metasearch and artificial intelligence
As AI-driven tools begin reshaping how consumers search for and book travel, Kayak is positioning itself at the intersection of metasearch and artificial intelligence. With the recent launch of Kayak.ai - a test lab for “AI-first features” - CEO Steve Hafner sees a future in which Kayak may serve as a crucial infrastructure layer for major AI engines like ChatGPT, while also improving its own direct customer offerings. In a conversation with Travel Weekly’s Robert Silk, Hafner shared insights on how AI could transform Kayak’s role in the travel ecosystem and how the company plans to adapt to changing consumer behaviors and technologies.
Key takeaways
- AI as a partner, not a competitor: Hafner sees future synergies between metasearch platforms like Kayak and large AI engines. Rather than AI querying hundreds of suppliers, it can rely on Kayak’s existing travel data and supplier integrations for efficiency and monetization.
- Supporting AI engines as a "side hustle": While Kayak is focused on maintaining user loyalty to its own platform, Hafner acknowledges the potential for Kayak to become an essential backend resource for AI-driven travel assistants in the future.
- Enhancing transactions and customer experience: Kayak aims to overcome its historic limitations in transaction handling and customer service. Rather than becoming a full OTA, it plans to streamline booking directly on partner sites without leaving the Kayak interface, powered by agentic AI tools.
- Navigating NDC and choice overload: Hafner highlighted the challenge of merchandising vast product offerings enabled by NDC (New Distribution Capability). He advocates for thoughtful curation, warning against overwhelming customers with too much choice.
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