Online booking tools are undergoing their biggest transformation in two decades. AI-powered interfaces, conversational search and expanded content sources are reshaping how travelers shop, compare and book. Drawing on insights from BTN’s year-long deep dive into the booking tool landscape, this session examines what is truly changing versus what is simply being rebranded. Panelists will explore the impact of large language models on user experience, the evolving role of policy and controls, and how content fragmentation is influencing booking tool strategy. Most importantly, attendees will leave better equipped to define what their booking strategy should look like in an AI-driven environment.