Google introduces new booking protocol

Google has introduced the Universal Commerce Protocol (UCP), an open standard that allows AI assistants to book travel services in real time through direct conversations. This system aims to streamline the booking process by letting users complete reservations without leaving their current app or platform.

UCP focuses on hotel bookings

On September 25, 2026, Google and several major tourism companies, including Amadeus, Booking.com, Expedia, Hilton, Marriott, and Trip.com, announced the first UCP specification dedicated to accommodation. This marks a significant step toward integrating hotel bookings directly into AI interfaces.

Hotels rely heavily on booking platforms

According to the European HOTREC 2026 study, almost a third of hotel reservations are made through major online booking platforms, with Booking.com and Expedia Group handling 85% of these bookings. This dependence on platforms has raised concerns about how hotels can maintain control over their sales and pricing.

UCP may shift power to hotels

The UCP could give hotels more control by allowing them to offer rooms directly through Google's AI interface, potentially reducing their reliance on traditional booking platforms. However, Booking.com and Expedia are also involved in the protocol's development and may still use it to distribute hotel offers.

Tour operators face both risks and opportunities

For tour operators, the UCP could lead to both challenges and new business opportunities. While they might lose some business if hotels can sell rooms directly, they could also benefit if AI systems allow them to offer packages directly to travelers, reducing their dependence on traditional distribution channels.

Travel agencies face significant changes

Travel agencies, especially generalist ones that focus on easily comparable services, may face risks as travelers book directly through AI assistants. Agencies that specialize in custom, group, or business travel are better positioned, as they provide services that require expertise in planning and problem-solving.

Industry professionals urged to adapt

Tourism professionals are advised to explore direct booking options through AI assistants, compare distribution costs, and maintain direct customer relationships. Hotels, tour operators, and agencies all need to find ways to stay relevant and independent in this evolving landscape.