Soar

Soar is positioning itself as a travel concierge that handles the entire trip from planning to booking, and the "like a human" tagline is doing a lot of heavy lifting there — I'll need to see actual demos to know if it's actual AI magic or just another travel aggregator in a prettier coat. The space is crowded (Hopper, Kayak, all those OTAs are already fighting for this) so either this thing is genuinely conversational and context-aware or it's just UI theater. Curious to see what the traction looks like.