- Marriott's Drew Pinto said Muse already shops Marriott's site with its own browser: 'we're observing and analyzing.'
- Hilton CEO Christopher Nassetta told analysts on October 27 he is 'very excited' by Muse and other agents.
- Nassetta predicted agents will drive 'much more direct business at lower cost structures' than OTAs.
- Only 37% of US travelers familiar with AI would let an assistant take over their browser to book flights and hotels, per Phocuswright.
- Only 38% completely or mostly trust AI-generated travel results, barely up from 36% in the spring.
- For now, about 80% of early Muse activity is shopping for goods under $100; in travel, users mostly compare prices and book restaurants.
- Travel advisors say Muse's friendly avatar and zero learning curve could take agentic AI mainstream.
- Advisors argue complex, high-spend family trips will still want a human touch.
- When something goes wrong mid-trip, an agent has no relationship with the hotel's sales manager, one advisor noted.
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