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How Google’s “Agentic” AI Mode Could Shift the Booking & Reservations Game

  • Writer: Sabrina Bulteau
    Sabrina Bulteau
  • Nov 12
  • 3 min read

By Sabrina Bulteau PingPrime.ai

Google is adding agentic booking features to AI Mode in Search, beginning with restaurant reservations for U.S. Google AI Ultra subscribers enrolled in Labs.
Google is adding agentic booking features to AI Mode in Search, beginning with restaurant reservations for U.S. Google AI Ultra subscribers enrolled in Labs.

Google is rolling out a new stage of its AI-powered search experience — one that doesn’t just answer questions, but acts on behalf of users. This evolution has direct implications for hospitality, events, wellness, and local services.


What’s happening

In Search Labs (U.S. only for now), Google’s “AI Mode” can now book real-world services across multiple sites:


  • Restaurant reservations: users can ask something like “Find me a dinner reservation for three this Friday after 6 pm around Saint-Géry in Brussels — craving ramen or bibimbap.” The AI scans partner platforms and surfaces real-time tables.

  • Event tickets: certain subscribers can ask, “Find me 2 affordable tickets for the Angèle concert coming up — prefer standing floor tickets.”

  • Wellness appointments: AI Mode shows live availability from local booking platforms and sends users straight to the provider’s booking page.


Behind the scenes, Google relies on browsing-based agents and integrations with major partners (OpenTable, Resy, Ticketmaster, SeatGeek, Booksy, etc.), combined with maps and knowledge graph signals.


Who can use Agentic AI Mode - and how


  • Currently opt-in via Search Labs (U.S. only).

  • Eligibility includes: U.S. location, English language, 18+, Web & App Activity enabled, personal Google account.

  • Agentic features (tickets, wellness bookings) are initially restricted to higher-tier subscribers.

  • The broader AI Mode experience continues to expand worldwide.


Why this matters for businesses


1. Discovery and comparison are moving inside Google

Users now see curated availability and options directly inside AI Mode before clicking to finalize the booking. For local businesses, this means your availability, structured data, and platform integrations need to be ready for AI-driven discovery.


2. Visibility depends on your ecosystem integration

If your restaurant, venue or service is present on platforms scanned by Google — and your information is accurate — you’ll be more likely to appear in these agentic flows.


3. Personalisation becomes a competitive lever

AI Mode tailors results based on context and behaviour. Businesses that clearly signal niches (vegan, local crafts, outdoor venues, wellness rituals, independent artists) will stand out when users express preferences.


4. Global rollout is expected

Even though the new capabilities are U.S.-only, the technology will expand. Proactive businesses in Europe can begin preparing now to avoid lag.


Practical action steps

  • Review your booking metadata on partner platforms to ensure accurate, appealing listings.

  • Check your presence on key booking/ticketing services that Google relies on.

  • Work your niche: align your unique value (culinary style, neighbourhood experience, artistic scene) with likely query intent.

  • Prepare for signal-based discoverability: make sure your availability syncs in real-time.

  • Track new analytics needs: as more of the booking journey happens within AI Mode, rethink the KPIs you monitor.


Looking ahead

Google labels this as an early experiment. Expect:


  • Wider access

  • More booking categories

  • Growing competition for visibility inside AI booking flows

  • The rise of “agentic SEO” — optimising for actions, not just links


As AI starts performing tasks on behalf of users, businesses that adapt early will benefit from smoother discovery and stronger alignment with customer intent.


After more than two decades shaping the digital world - including co-founding Be Connect, one of Belgium’s first social media agencies - Sabrina Bulteau, now co-founder of PingPrime.ai, is diving headfirst into the AI Search Shift, the third wave after mobile and social. She arms brands and leaders with the mindset and strategy to win in a world where visibility is power. No jargon. Just impact.


Sources:

📅 November 2025 - Search Engine Land - "Google Search Labs Gains Agentic Capabilities In AI Mode"




 
 
 

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