Benzinga·2025-12-18 18:45Core Insights - Artificial intelligence is transforming hotel room search and booking processes, with platforms like DirectBooker providing AI agents real-time access to hotel rates and availability [1] - Online travel agencies such as Booking Holdings, Expedia Group, and TripAdvisor are well-positioned to leverage AI-driven booking [1] AI Impact on Travel - The CEO of DirectBooker, Sanjay Vakil, discussed AI's potential in travel, emphasizing the challenges of autonomous hotel booking due to technical barriers [2][3] Market Fragmentation - The global hotel market is highly fragmented, with over 1.1 million hotels, while the top 15 chains only account for about 4% of total supply [4] - Aggregating long-tail inventory is a significant challenge for AI platforms, a problem that Booking and Expedia have been addressing for decades [4] Competitive Landscape - Lower-cost distribution may attract hotels to new aggregation platforms, but speed and scale still favor established players like Booking and Expedia [5] Monetization Strategies - AI monetization is expected to follow paid search auction models, rewarding platforms with the widest selection and highest conversion efficiency [6] - TripAdvisor benefits from extensive hotel content and brand trust, but transactional scale continues to favor Booking and Expedia [6] Valuation Outlook - For Booking Holdings, a 12-month price forecast of $6,250 is set, based on a 2026 price-to-earnings multiple of 25, reflecting earnings growth similar to large-cap internet peers [7] - Expedia's forecast of $275 corresponds to a 17-times multiple on 2026 GAAP EPS, aligned with an expected EPS growth rate of about 25% [7]