The Real Threat to Mobility Tech: Discovery Over Competition

Dec 26, 2025, 2:45 AM

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The mobility tech industry is undergoing a transformation, but the real threat it faces is not from competitors; rather, it stems from how travel is discovered. Mike McGearty, CEO and co-founder of Meili, emphasizes that while the technology landscape has not dramatically changed, the approach of major travel brands towards customer ownership, data, and commercial relationships is evolving.

As airlines and travel companies increasingly seek direct partnerships with car rental providers, a critical question arises: why should intermediaries dictate what travelers see? In an era where transparency and trust are becoming essential for conversion, the industry must reconsider its discovery processes.

The Friction in Travel and Mobility Tech

McGearty points out that much of the friction in travel and mobility tech is rooted in legacy systems, biased displays, and confusing insurance models that travelers encounter at rental desks. This confusion can lead to negative experiences, especially when customers do not see the brands they expect or when they face unexpected upsells upon arrival.

The importance of direct booking models is underscored, as they not only foster loyalty but also build trust. However, the role of artificial intelligence (AI) in this landscape is complex. While AI has the potential to enhance customer experiences, it is not a panacea. McGearty challenges the industry to consider whether AI can genuinely assist customers when it is often constrained by margin biases and revenue targets.

The Impact of AI on Travel Discovery

One of the most pressing concerns for mobility tech is the influence of AI-driven platforms like OpenAI and Perplexity on search behavior. As these platforms shape how travel options are surfaced, the question of who controls this discovery process becomes critical. If partnerships dictate what travelers see, the industry risks losing the openness that has traditionally characterized travel discovery.

Moreover, the rise of new forms of expression, such as "vibes," video, and voice, is rapidly changing how travelers articulate their intentions. Travel brands must adapt to these shifts without sacrificing transparency.

The Shift Towards Usership

The automotive industry is also experiencing a shift in consumer preferences, moving from ownership to usership. This change is reflected in the growing acceptance of alternative transportation methods, such as ride-hailing and car-sharing services. A 2018 study indicated that nearly 40% of consumers believe that while transportation is necessary, owning a vehicle is not, highlighting a cultural shift towards access over ownership.

As consumers increasingly seek flexibility and convenience, the automotive industry must adapt its business models to meet these evolving demands. This includes exploring new mobility solutions and integrating them into existing operations.

The Role of Technology in Mobility

Technological advancements are at the forefront of this transformation. The integration of cloud, mobile, and AI technologies is enabling companies to deliver personalized and immediate experiences to customers. As consumer expectations rise, businesses must leverage these technologies to create seamless interactions and contextual engagements.

While personal vehicle ownership remains prevalent, the perception of cars is changing. They are increasingly viewed as part of a broader transit ecosystem rather than as standalone sources of transportation. This "car-lite" approach reflects a growing willingness among consumers to utilize multiple modes of transportation to complete their journeys.

Conclusion

The mobility tech industry stands at a crossroads, where the real threat lies not in competition but in how travel is discovered. As AI and new technologies reshape consumer behavior, companies must prioritize transparency and trust in their discovery processes. By embracing these changes and adapting to evolving consumer preferences, the industry can navigate the challenges ahead and thrive in a rapidly changing landscape.

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