JetBlue president says airlines should follow customers' lead on AI booking agents
JBLU•JetBlue President Marty St. George said airlines should adapt if customers embrace AI booking tools, but warned that intermediaries could eventually seek compensation for bookings. JetBlue has about $8.4 billion in debt and finance lease obligations and has not posted an annual profit since 2019.
1. AI booking concerns
St. George said he understands why airlines may be wary of AI-powered booking intermediaries, which can plan and book trips for travelers. He said intermediaries could eventually seek compensation for directing bookings, adding that the AI industry is likely to attract “a trillion dollars of capital” and that “someone's going to have to pay for that.”
2. Customer relationships
St. George said airlines should be responsive if customers prefer AI-based booking tools. JetBlue prefers direct customer relationships to market its full range of products, he said, comparing AI agents with online travel agencies, which he described as a distribution channel that carries costs for airlines.
