How Airlines Can Own the Whole Trip in the AI Era

The Decision Brief SKIFT AVIATION FORUM Damien Pfirsch, Chief Commercial Officer, Agoda Moderated by Jeremy Kressmann, Vice President, Skift Studio Sponsored by Rocket Travel by Agoda THE TAKEAWAY Airlines have an opportunity to extend their customer relationships beyond flights as AI agents reshape travel planning and booking. The strategic choice is how to combine airline-owned interfaces, external AI platforms, and specialist partners to deliver more of the journey while maintaining a direct connection with travelers. PATHS FORWARD Build a connected booking experience. Agoda’s Damien Pfirsch described airline AI assistants working with specialist agents can arrange hotels, transfers, and other services through a continuous conversation. Airlines could use this approach to offer more of the journey without developing every capability internally. Participate across AI distribution channels. Pfirsch recommended investing in both airline-owned agents and external AI integrations, allowing airlines to reach customers regardless of where a booking conversation begins. Extend loyalty benefits beyond flights. Pfirsch explained how miles could support hotel bookings, upgrades, activities, and assistance during disruptions, giving customers additional reasons to remain connected to an airline’s services. WHAT TO WATCH How agent-to-agent booking evolves. Connections between airline assistants and specialist travel agents could open new opportunities to sell and service the wider journey. The role of AI in customer loyalty. Personalized assistance during disruptions could influence whether travelers return to an airline’s services for future bookings. Access all the Skift Takeaways from this event, as well as full session videos, presentation documents, and more editorial coverage at our Skift Aviation Forum attendees hub.