Online travel companies have experienced a 30% decline in Google PPC efficiency over the last six months, following the introduction of Gemini AI results at the top of search, as the first wave of AI search changes took effect. However, many have yet to deploy MCP Servers, and failing to do so could soon cause their online visibility to plummet.
The benefits of Large Language Models (LLMs) in summarising internet knowledge into an easily searchable database that provides answers more quickly are evident, but currently, users still need to visit websites to book travel or other services.
However, booking APIs can be integrated with LLMs, and a few early-stage partnerships have been launched, such as the one between Perplexity and TripAdvisor, to provide reviews, hotel bookings, and excursions that can be booked directly from the LLM.
Anthropic, however, radically changed the landscape when it launched the “Model Context Protocol” (MCP), a standardised open protocol designed to make it easier for AI models like Claude to connect with external data sources, applications, and enterprise systems, thereby enhancing their usefulness and flexibility.
Crucially, they have changed the integration resource requirement, with the product “Supplier” now having to map their own APIs and provide MCP Servers that the LLM can easily connect to. Without these MCP Servers, their products will not be visible or bookable within their AI search. OpenAI and Google quickly recognised the advantages and now also demand MCP servers for integration.
An MCP is akin to a standardised “Toolbox” that specifies which tools the LLM can use and then oversees their searches to provide information and, importantly, make bookings.
There are some significant implications here that need to be explored, as nobody yet knows which direction the LLMS will take.
How do you submit your MCP for connection?
Unlike Google, there is currently no method for submitting an MCP for connection, and you must rely on being “Noticed” by the LLM developers. This situation will have to change with the equivalent of an App Store emerging, and all MCPs will be reviewed and connected if they meet the standards. However, currently this does not exist.
How important is it to develop an MCP quickly?
Creating an MCP does require a degree of expertise. Still, agencies like Neural River are already emerging to offer either advice or delivery resources to help travel businesses implement MCP tools. As with everything, the first-mover advantage provides a significant advantage, as many LLMs may prioritise filling gaps rather than duplicating suppliers.
What will be the charging mechanism?
LLMs aim to get customers answers more quickly and offer a faster booking process. This implies that PPC is obsolete, and either a commission or booking fee will need to be paid.
Who will be the Merchant of Record?
In general, LLMs like Perplexity will likely follow the “Amazon” model and become the merchant of record, accepting payments to remove any friction from the search and purchase process.
This applies to lightly regulated accommodation-only sales in the UK but not to “Package Holidays” that are affected by the ATOL bonding regulations. Personally, I believe LLMs will bypass this by using customers’ own credit cards multiple times to book the DIY package holiday elements they offer, or by only using ATOL-bonded businesses.
To clarify, the LLM itself will never access a user’s credit card details, as a secure application layer, such as Google Pay, will store them. Therefore, don’t worry about the security of this element; instead, focus on ensuring that the MCP does not become an unsecured back door into your main reservations systems. This is relatively straightforward to accomplish as long as you recognise the threat.
Will customers still visit my website?
For the near future, the answer is yes. Still, just as mobile traffic initially accounted for a small percentage of site visits but has now increased to 68%, I expect customers to converse with their AI Digital Twins about their holiday plans. These digital twins will conduct all the research and present a shortlist to the customer before making the booking, using MCP access to the supplier. Therefore, your website will become less critical, and the ease of use of your MCP by other computers will be the key deliverable. So, where does this leave “Brand”?
MCPs will not only be used for AI Search.
Once an MCP toolkit has been produced, anyone can connect to it after a commercial deal has been made.
This will result in a new wave of travel businesses combining various MCP Services to develop many niche holiday products, and I have been busy registering relevant domain names and ideas.
Summary.
The LLM’s initial focus was on creating faster answers via AI Search, but MCPs now allow them to move into the search and buy space.
Currently, travellers visit an average of 72 sites and spend 23 hours planning their holidays. If I hear one more “Dinosaur” claiming their customers enjoy the process, I will scream at the sheer stupidity of their views and will gladly see their business shrivel and die.
Human Travel Agents still have a future because a holiday is the largest annual purchase that customers make, and “Trust” is a crucial element of that purchase. However, AI will significantly improve the efficiency of back-office operations for top sellers, inevitably leading to the rise of “Super Agents” and the decline of less efficient colleagues.
The second wave of search change is about to arrive, so hop into your MCP “Lifeboat” now.