How global travellers feel about agentic commerce

This series explores how agentic commerce will impact the way entire industries operate – from gambling to retail, entertainment, digital content, financial services and more – as AI agents begin to drive choices, transactions and loyalty.

Across the travel and hospitality industries, guest expectations are accelerating, and technology is keeping pace. A new model of interaction is emerging, where AI agents play an active role in helping travellers plan, choose and purchase on their behalf. Agentic commerce is growing fast – and it’s reshaping every part of the journey from search to stay.

Invisible payments move center stage

One of the most exciting possibilities agentic commerce brings is the invisible payment experience. Picture this:

• Your AI agent filters flights, hotels and experiences based on your preferences and loyalty benefits – automatically.
• Boarding passes and digital room keys appear on your phone – no lines, no manual check-ins.
• Purchases throughout your trip are paid in the background, with loyalty rewards applied instantly.
• Your bill settles itself so you can simply enjoy the journey home.

When payments disappear, travel and hospitality brands can focus on what matters most: delivering moments guests remember.

Consumers are ready for agentic commerce – and the shift is already starting

Worldpay’s latest research, surveying 8,000 consumers across seven major global markets, shows that roughly 73% of global consumers are open to letting AI agents browse and purchase on their behalf. In APAC, adoption is even stronger – China at 95% and Singapore at 85% – fueled by familiarity with digital ecosystems. Western markets, including France (47%), the U.K. (69%) and the U.S. (71%), show more caution, but still strong openness considering today’s early-stage offerings.

Of those who showed interest in using agentic commerce:

• 63% globally cite price as a key driver for consideration
• 57% point to value
• 45% highlight speed and convenience

Travel – with its long lists, comparison options and planning fatigue – is a natural home for agentic commerce. The appeal is clear: Travellers want to save time, uncover better deals and escape the endless choices. For many, delegating these tasks to an AI agent isn’t just a novelty – it’s a practical upgrade.

Consumers see real value in letting an agent compress hours of research into seconds, guided by their preferences, past stays and budget.

How much spending will consumers delegate?

When it comes to actual spend, most consumers are comfortable letting AI agents handle amounts that align with modest travel costs.

• Flights and hotels: £50 - £500
• Holiday packages: £100- £1,000
• Tours and activities: £50- £500

These ranges suggest consumers are happy for AI to manage more modest travel purchases, but likely won't hand over decisions for unusually high-ticket items just yet.

Trust remains the unlock

Despite strong interest, trust remains the biggest barrier. Globally, the top concerns cited in the research include:

• Incorrect purchase decisions: 55%
• Identity theft: 55%
• Unauthorised purchases: 54%
• Fraud: 53%

As agents become more accurate and transparent, trust will rise. What feels experimental today will feel routine tomorrow.

How travel and hospitality businesses can prepare

The message is clear: The future isn’t distant – it’s unfolding right now. Here’s how travel and hospitality businesses can get ready:

"Free your staff to deliver excellent service, not handle logistics."

• Optimise for how AI agents search: Agents don’t scroll – they parse. Their goal is to analyse data, evaluate rules and make decisions. Generative Engine Optimization (GEO) is critical. Ensure your rates, amenities and policies are structured, clear and machine-readable.
• Design offers for algorithmic upselling: Agents can spot guest preferences instantly – from room types to add-ons – and will prioritise offers formatted for them. This turns upselling into machine-readable bundles and personalised, algorithm-ready promotions, increasing your ancillary revenue.
• Build payment flows that welcome agents: Build around tokenised credentials, clear liability rules, robust fraud controls and transparent refund logic. Worldpay is collaborating on standards like Google’s AP2 to support merchants as these new flows take shape.
• Let staff focus on what AI can’t do: Free your staff to deliver excellent service, not handle logistics. Agentic commerce doesn’t reduce the human element; it creates more space for it.

Worldpay’s role: Connecting the agentic ecosystem

Worldpay is helping build the foundation for agentic commerce across travel and hospitality. We’re working with partners, card networks and AI innovators to simplify new payment flows, strengthen fraud defences and ensure systems connect. Our global scale, technology and payments expertise give travel brands a secure, scalable path into the agentic era.