In late August, Google introduced a new feature allowing users in the United States to book hotel stays through its AI Mode search function. Travelers can now describe their preferences in a conversational way, compare hotel options, read guest reviews, select a room, check cancellation policies, and complete the booking using Google Pay. Major hotel partners include Booking.com, Expedia, Hilton, Marriott, and IHG, which owns Holiday Inn. While the traveler still confirms the booking, much of the searching, comparing, and decision-making is handled by AI, marking a shift in how artificial intelligence is being used in the travel industry. This change highlights a growing trend in AI development, where systems are moving beyond answering questions to interpreting goals, making decisions, and taking action. While chatbots and recommendation systems have been used in hotels for years, they are typically reactive—responding to specific queries or suggesting options based on basic inputs. Agentic AI, on the other hand, can operate more independently, adapt to changing situations, and coordinate actions across multiple systems with less direct human input. Researchers have identified five key roles such systems could play in hospitality, from helping with itineraries to managing operations and improving customer engagement. An example of agentic AI in action could be during a disrupted trip. A simple chatbot might inform a traveler that their flight has been canceled. But a more advanced AI system could automatically find alternative flights, adjust hotel bookings, rearrange transportation, and modify activities—all while keeping the traveler’s preferences in mind. This shift means that the AI is not only improving the quality of the conversation but also taking on more decision-making responsibilities. While this increased autonomy offers benefits like 24/7 service and personalized experiences, it also raises concerns. If an AI system makes a mistake, such as providing incorrect information or making a wrong decision, who is held accountable? In 2022, Air Canada faced a legal challenge when its chatbot incorrectly informed a passenger that they could claim a bereavement fare. The company later denied the refund, but a tribunal ruled that Air Canada, not the chatbot, was responsible for the information provided. This case highlights the growing complexity of accountability as AI systems become more autonomous. Bias is another concern. An AI system might struggle with understanding certain accents or could make assumptions about a traveler’s preferences based on age or other factors, rather than what the traveler explicitly states. While travelers can reject AI recommendations, the issue becomes more serious when the AI acts on these assumptions, potentially affecting the options presented, how complaints are handled, or how services are personalized. The rise of agentic AI also impacts employment in the hospitality industry. While AI can reduce repetitive tasks and allow employees to focus on more complex, human-centered interactions, it could also limit employee discretion or be used to cut staffing costs. Researchers warn that one of the biggest risks of agentic AI is the potential for job displacement or changes in roles within the industry. As AI becomes more integrated into travel booking and hospitality, travelers may need to ask themselves three key questions: What decisions is the system allowed to make on their behalf? What information is it using to make those decisions? And can they easily reverse a decision or contact a human if something goes wrong? For travel companies, the question of accountability when AI acts on behalf of customers may be even more critical. Companies that clearly define who is responsible for AI-driven decisions may gain not only efficiency but also something more valuable: trust.