{
  "@context": "https://schema.org",
  "@type": "Observation",
  "id": "ai-answer-click-through",
  "label": "Travellers who still click through after an AI answer",
  "question": "Do AI answers end the journey, or start it?",
  "answer": "About half of travellers who see an AI answer in a search engine still click through to the source websites.",
  "value": 50,
  "display": "~50%",
  "unit": "percent",
  "evidence_type": "survey",
  "period": "First half of 2026",
  "period_iso": "2026-03",
  "year_on_year_pct": null,
  "comparison": null,
  "geography": "United States",
  "topics": [
    "discovery-and-visibility"
  ],
  "sample": "US travellers who encounter AI answers in search engines",
  "methodology": "Phocuswright, The AI Surge, March 2026. Covers travellers encountering AI answers inside search engines, not standalone assistants, where click-through behaviour differs.",
  "confidence": "high",
  "verified_against_primary": true,
  "source": {
    "id": "phocuswright",
    "name": "Phocuswright",
    "type": "industry-research",
    "url": "https://www.phocuswright.com/Travel-Research/Research-Updates/2026/The-fastest-shift-in-travel-behavior-just-became-the-default",
    "homepage": "https://www.phocuswright.com/"
  },
  "located_via": null,
  "last_checked": "2026-10-02",
  "page_url": "https://travel.rankwit.ai/data/ai-answer-click-through"
}