A Text Thread Just Became the Fastest Way to Book a Trip

A newly launched AI assistant called Instinct has quickly earned a following in tech circles for a simple trick: it can book an entire trip, and rebook it, without leaving a single text conversation. For hotels and travel brands that have spent years promising effortless reservations, Instinct is the clearest sign yet of what that promise actually looks like in practice. The lesson for the hospitality world is straightforward — describing frictionless booking and delivering it are two different things, and this is closer to the real one.

With reporting from Skift.