Banks are taking on the role of personal travel agents.

      June 3, 2026 17:20 Economy Russian banks are actively exploring the niche of personal travel assistants, trying to position themselves between tour operators and aggregators. VTB announced the upcoming launch of a generative AI agent that will handle the selection of tickets, hotels, and tours. This was shared by Olga Skorobogatova, the first deputy president and chairman of the bank, during the St. Petersburg International Economic Forum 2026.

      The new service, which will also be available to clients of Post Bank, analyzes transactions, purchase history, and customer preferences to offer a personalized travel option at the right moment. The system is capable of not only responding to queries in chat but also proactively reminding users about the upcoming vacation season, selecting tickets at low prices or tours with special cashback from partners. Essentially, the client receives a digital concierge that combines the functions of a financial advisor and a tour operator.

      The banks' entry into travel is logical. According to the Russian Tour Operators Association, in 2025, 73% of domestic travelers and 60% of those traveling abroad booked accommodations independently through online platforms. The online travel market volume exceeded 1.2 trillion rubles. At the same time, NAIF studies show that 41% of citizens are interested in AI assistants for trip planning, but only 12% actually use them. The main barrier is distrust in automated selection and the lack of integration with real finances.

      Experts point out that banks have a key advantage—transactional data that allows them to see the actual behavior of customers. Unlike search aggregators, banks know how much a person typically spends on a hotel, when they buy tickets, and what level of service they prefer. Generative AI turns this data into profitable and timely offers, reducing the cognitive load on the user.

      At the same time, analysts believe that the work of the banking AI agent will be of high quality, as trust in the service and the organization is at stake. Therefore, VTB emphasizes "delicate" suggestions, leaving the final decision to the individual.

      The bank's case reflects the overall trend of transforming banking applications into proactive lifestyle assistants. The financial organization is no longer just a calculation center but becomes a trusted advisor in key life scenarios—from investments to vacations. Travel has become the first mass category where this model promises a quick return on investment due to increased commission income and customer loyalty. The NIA "Nizhny Novgorod" has channels on Telegram and MAX. Subscribe to stay updated on major events, exclusive materials, and timely information. Copyright © 1999—2025 NIA "Nizhny Novgorod". When reprinting, a hyperlink to NIA "Nizhny Novgorod" is required. This resource may contain materials 18+