As geopolitical tensions reshape global events, hybrid conferences like NASSS 2025 are becoming the norm. Meanwhile, agentic AI is rewriting how travel is booked—shifting power from OTAs to AI-driven assistants.
We examine how geopolitics is reshaping event planning, and why agentic AI is quickly becoming the most disruptive force in travel distribution.
The North American Society for the Sociology of Sport (NASSS) is making headlines for its bold reimagining of its 2025 annual conference. Instead of hosting a single in-person event, NASSS will split its programming across three formats: a smaller gathering in Seattle, a parallel event in Vancouver, and a fully integrated virtual component. This decision came in response to feedback from Canadian members—who represent nearly 40% of the society’s membership—many of whom expressed concern over recent U.S. policies affecting trans, racialized, and international scholars.
To coordinate programming across locations, NASSS is using the Whova event app, allowing for seamless scheduling, communication, and engagement between the three formats. In doing so, the society is responding not only to the political moment, but also potentially setting a precedent for what future international academic events might look like: flexible, tech-enabled, and inclusive by design.
This move reflects a growing trend in the events industry. More planners are adopting hybrid or dual-location formats to accommodate everything from cultural sensitivities and border restrictions to increased expectations for digital participation. As the definition of “attendance” expands, hospitality providers—especially STR operators near event hubs—have a growing opportunity to support guests attending events both in-person and remotely.
As the events world adapts to political friction and logistical complexity, the travel industry faces a different kind of disruption—one powered by artificial intelligence. According to Mario Gavira of Kiwi.com, we’re seeing the early stages of four distinct models through which agentic AI could reshape travel distribution.
The first scenario is the augmented OTA experience, where existing online travel agencies (OTAs) remain central, but are enhanced by AI-powered search, personalisation, and itinerary management. This is the least disruptive model, where AI simply improves what already exists.
The second model introduces an AI concierge layer between the traveller and the booking platform. Here, AI agents gather traveller preferences and search multiple OTAs to curate tailored offers. While the OTAs are still involved in the final transaction, control over what is shown and how it’s shown shifts toward the AI layer.
The third scenario involves supplier-owned smart booking systems. In this case, hotel brands or airlines incorporate AI directly into their own websites or apps, enabling them to deliver highly personalised packages and pricing—without relying on OTAs to distribute their inventory. This approach empowers suppliers and encourages direct engagement with guests.
The most disruptive of all is the neural travel marketplace, a fully decentralised model in which personal AI agents autonomously search, negotiate, and complete bookings on behalf of travellers. These agents connect directly with suppliers, effectively bypassing OTAs and metasearch platforms entirely.
Despite the different paths, all four scenarios rely heavily on the same foundational elements: real-time availability, flexible pricing models, smart APIs, and systems built to communicate efficiently with AI agents. For STR operators, this means investing in future-proof systems and tools that allow their listings to be easily found, priced accurately, and booked instantly—across whatever platform or AI system a guest might be using.
The NASSS example underscores the importance of flexibility in the face of global shifts—especially for those hosting guests tied to academic or professional events. Operators who offer high-speed internet, self-check-in, workspace options, or extended stay packages are well-positioned to serve hybrid conference attendees.
On the AI side, the lesson is clear: the future of travel search and booking won’t be fought on OTA search results—it’ll be negotiated in AI-powered conversations. STR brands and individual hosts that integrate with this new technology early—via dynamic pricing tools, PMS integrations, and smart API connectivity—will have a clear advantage in a more automated, intelligent ecosystem.
Ready to elevate your direct booking game? Visit the Boostly website for the tools, strategies, and support you need to succeed in 2025 and beyond. And remember: Book Direct.