As artificial intelligence reshapes the travel booking experience, JetBlue Airways President Marty St. George believes airlines should remain open to AI-powered booking tools if customers increasingly prefer using them. His remarks come amid growing concerns across the airline industry about third-party AI agents accessing airline platforms and managing travel bookings.
Speaking at the Skift Commerce Summit in New York on Wednesday, St. George acknowledged why airlines may be cautious about AI-powered booking intermediaries. His comments followed United Airlines’ decision to restrict AI bots from accessing its digital platforms over data security concerns.
United raised concerns that customers sharing their account credentials with third-party AI assistants could expose sensitive information. This could also lead to unintended purchases, changes to accounts or unauthorised use of frequent-flyer miles.
St. George also highlighted the financial implications of allowing AI intermediaries into the airline booking ecosystem. He expressed concern that these platforms could eventually charge airlines for directing customer bookings, adding to operational costs in an industry where profitability remains a challenge.
“I can see why the concept of an intermediary may be intimidating for a lot of people,” St. George said, adding that the AI industry is likely to attract “a trillion dollars of capital” and “someone’s going to have to pay for that.”
“That’s money we’re not spending today. And again, unprofitable company, unprofitable industry, that’s intimidating,” he added.
JetBlue currently has approximately $8.4 billion in debt and finance lease obligations. The airline has also not reported an annual profit since 2019.
Despite these financial and security concerns, St. George maintained that airlines should respond to changing customer preferences and adapt to the growing use of AI-based booking services.
“We should be responsive to what customers want,” he said. “If customers really think that’s a better way to do it, we need to figure out how to meet them where they are.”
He also emphasised the importance of maintaining direct customer relationships, as this allows JetBlue to promote its wider range of products and services. Comparing AI booking intermediaries with online travel agencies, St. George noted that third-party distribution channels come with additional costs and may not always benefit airlines.
“It’s a channel that has a cost, which jetblue.com does not,” he said.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.