Meta’s fourth-quarter earnings call focused on product retailers and advertisers. But the announcements also revealed capabilities travel marketers should pay attention to: extended user tracking for better attribution, AI agents that could power conversational commerce, and smart glasses that capture real-world experiences.

Together, they point to a shift in how travel brands can reach and convert customers.

For instance, travel companies including London North Eastern Railway, Air India and MakeMyTrip are increasingly using WhatsApp for booking confirmations, travel updates, customer support, and upsells.

Now Meta reports that the app manages more than 1 million weekly conversations between people and business AIs in pilot markets. That’s a glimpse of where Meta is placing its AI: inside the messaging channel many travel brands already use.

This and the rest of the roadmap is poised to help solve problems that have vexed travel for years.