Trip.com’s Siddharth Sudhakar on the rise of agentic travel
The travel platform’s general manager for MENA talks about the move from AI that suggests a trip to AI that can plan, book and manage the whole thing
15 September, 2026
TT
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Booking a holiday still means juggling a dozen decisions: flights, hotels, activities and transfers, across as many browser tabs. Trip.com thinks AI is about to collapse it all into one conversation. Siddharth Sudhakar, the platform’s general manager for MENA, talks to Gulf Business about the move from AI that suggests a trip to AI that can plan, book and manage the whole thing, the “agentic commerce” it is piloting with Mastercard and Network International, and about a Gulf market now growing fast enough to matter: flight orders from the GCC to the UAE rose more than 60 per cent year-on-year in the first half of 2026, with hotel bookings up 130 per cent.
AI is rapidly changing how people discover and plan travel. What’s next: moving from AI that recommends a trip to AI that can plan, book, and manage the entire journey?
I think the next step is moving from AI helping people make decisions to AI helping them take action. Today, AI can suggest a destination, recommend a hotel or build an itinerary. The bigger opportunity is connecting those recommendations to the transaction itself. This is where Trip.com’s approach is different from simply putting a general-purpose LLM into a travel website. We have moved beyond the chatbot era. We’re building a coordinated AI ecosystem that combines intelligence with the depth of a real travel platform — and that’s where TripGenie and Trip.Planner come into play.
Take TripGenie, our AI-powered travel planning assistant. It isn’t simply an AI agent generating a list of places to visit. It is built specifically around travel and connected to the Trip.com ecosystem, so it can help travellers compare options, manage bookings and even do things like translate restaurant menus. It combines AI with our travel content, destination knowledge and real-time travel inventory to help travellers move from inspiration to a much more actionable plan.
That connection to real-time travel data is important. A general-purpose LLM might tell you that a particular flight exists or recommend a hotel based on information it has learned. But travel is dynamic: prices change, availability changes, flights sell out, and attractions have different opening hours depending on the day or season. TripGenie is connected to our real-time booking engine, so the information can be grounded in what is actually available.
Trip.Planner takes that a step further by bringing the journey together in one place. The traveller can start with inspiration, explore destinations and experiences, build an itinerary, refine it around preferences, and then move towards selecting and booking the different components of the trip. What makes that particularly powerful is that the recommendations are designed to be practical, not just inspirational. For example, Trip.Planner can take into account whether an attraction is actually open, how long you would typically spend there and how long it takes to get there. It can then connect that with things like an airport transfer, a car rental or a day tour.
We’re trying to reduce the fragmentation that has traditionally existed between “Where should I go?”, “What should I do?”, “Where should I stay?”, “How do I get there?” and, ultimately, “How do I book it?” That is important because travel is inherently complex. A holiday isn’t one product; it is a collection of interconnected decisions. If you’re travelling with your family, for example, the flight affects your hotel, the hotel affects the activities you choose, and the activities affect how you plan your days.
TripGenie and Trip.Planner help connect those dots. And I think we’re only at the beginning.
The next phase is agentic commerce, and at Trip.com we have been building towards this — taking a step further through our work with Mastercard and Network International, where we are showcasing how TripGenie can support consumers through search, selection and purchase using agentic commerce technology.
That is an important shift for our industry. Instead of saying, “Here are five hotels you might like,” the technology can understand what the traveller is looking for, help narrow down the options and support them through the booking. Over time, I expect this to extend across more of the journey, from flights and accommodation to attractions, transfers and other services.
The important thing is that this should not mean taking control away from the traveller. The technology should handle more of the complexity, while the traveller remains in control of the decisions that matter to them.
Trip.com has been expanding in the Middle East. What are you seeing in terms of travel demand from the UAE and wider GCC, and where do you see the biggest growth opportunities?
The biggest thing we are seeing is that demand for travel remains very strong, but travellers are becoming more flexible about how and where they travel.
The UAE is a good example of the resilience of a market. We obviously saw a softer first half, but summer travel showed a clear return towards more normal booking patterns, with UAE-origin flight orders seeing double-digit growth year-on-year for July and August. What’s particularly interesting is where that growth is coming from. In H1, mid-haul travel emerged as the strongest segment, accounting for 44 per cent of orders. Short-haul represented another 40 per cent.
This points to an optimisation in travel behaviour. UAE travellers are still travelling, but increasingly favouring regional and mid-haul destinations that offer convenience and shorter travel times. We see that even more clearly in the summer data, with a significant rise in short-haul travel.
Demand for travel to the UAE remains strong, and we’re seeing particularly significant growth from the GCC. Across the GCC, flight orders to the UAE on Trip.com increased by over 60 per cent year-on-year in H1 2026, while hotel bookings grew by 130 per cent and attraction and activity bookings increased by 120 per cent. The momentum has continued into the summer.
Saudi Arabia is a particularly important source market. In H1 2026, Saudi-origin flight orders to the UAE grew by over 70 per cent year-on-year, while hotel bookings more than doubled. Attraction and activity bookings also saw three-digit growth.
Overall, the data points to a healthy and diversified market. We’re seeing strong demand from neighbouring markets and, increasingly, from Asian markets. And importantly, the growth is extending beyond flights into hotels, attractions and experiences.
As travellers increasingly expect a seamless digital journey, where are the biggest friction points still left — visas, payments, airports, accommodation, language or something else?
Localisation is critical. It is not enough to have global inventory. Travellers need the right payment methods, languages, products and information for their market. That is why we continue to invest in local capabilities alongside our global platform.
Visas and payments are important parts of that, particularly in a region as diverse as the Middle East, where travellers come from many different markets and have different requirements. We are working with partners to address some of these challenges.
The goal is to make much of that complexity invisible to the traveller. They should be able to focus on where they want to go and what they want to experience, rather than having to navigate every individual step behind the journey.
Personalisation requires enormous amounts of customer data. How do you deliver genuinely useful AI-driven recommendations without crossing the line on privacy and consumer trust?
Trust has to come first. Personalisation is about using information responsibly to provide something genuinely useful to the traveller. The value of AI is that it can understand the context of a trip and help reduce the number of irrelevant choices a traveller has to work through.
With TripGenie, for example, the objective is to make recommendations more relevant to what the traveller is actually trying to achieve, rather than simply presenting more options.
As we move towards agentic commerce, that principle becomes even more important, because the technology is moving closer to taking action. Travellers need to understand what the agent is doing, what it is authorised to do, and that the customer remains in control.
For us, transparency and consumer control are fundamental to the development of AI in travel. That’s the only way personalisation can be of real service to the traveller.
What will fundamentally change about the way we search for and book travel — and will the traditional online travel platform still look the way it does today?
Today, we tend to start with a destination or a set of dates: where do I want to go, what is available, and what does it cost? I think people will increasingly move away from that and start with intent. They might say, “I have five days, I’m travelling with my family, I want somewhere warm, I want good food, and I don’t want a long flight.”
The technology can then work backwards from that intent to build the right options. That means the travel platform of the future may look less like a catalogue of hotels and flights and more like an intelligent travel companion.
But I don’t think OTAs disappear. The opposite, in fact. You still need trusted inventory, strong supplier relationships, payments, customer service and the ability to actually execute the booking. What changes is the interface between the traveller and all of that infrastructure.
Trip.com is already investing in that direction through TripGenie and Trip.Planner.
The technology may become less visible to the traveller, but the ecosystem behind it will become much more connected and capable.




















