About

This observatory is published by RankWit, which measures how generative engines talk about travel brands. We built the dataset because we needed it: advising hotels and destinations on AI visibility meant repeatedly chasing down the provenance of figures that circulate without one.

The gap it documents is real and well evidenced. In April 2026, 54% of travellers had used AI to plan a trip and 22% of destination organisations offered any AI planning capability. Both numbers come from the same study, fielded in the same month, which is what makes the comparison legitimate.

We have a commercial interest in this subject, and saying so is part of the method. That interest is why every figure here links to a document you can open and check without taking our word for anything. The dataset is also published as JSON and as plain Markdown so it can be verified, quoted and argued with by people and machines alike.

Corrections, missing sources and figures you think we have misread are all welcome. Accuracy is the product, and a corrected page is worth more than an uncorrected one.