Google is laying the groundwork for AI-powered travel bookings, announcing a new system that allows AI agents to complete purchases directly within conversations.
The technology giant revealed its Universal Commerce Protocol (UCP) at the National Retail Federation’s annual conference on Sunday. The system is designed to let AI assistants handle the full buying journey – from search and selection through to payment – without users needing to move between multiple platforms.
For travellers, this could mean searching for flights, accommodation or experiences and completing a booking without leaving an AI chat.
Google plans to integrate UCP into Google Search’s AI mode and its Gemini apps, allowing purchases to be completed using payment and shipping details stored in Google Wallet.
While UCP is launching with a focus on retail shopping, Google has built the framework to support more complex transactions, including travel bookings. The company is already actively developing AI-driven travel search and booking tools.
Importantly for travel suppliers and agents, Google says businesses will remain the merchant of record, meaning airlines, hotels and tour operators will retain control of customer data, fulfilment and the post-booking relationship.
