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PhocuswrightSurvey

~50%

Travellers who still click through after an AI answer

Do AI answers end the journey, or start it?

About half of travellers who see an AI answer in a search engine still click through to the source websites.

ValueFirst half of 2026 · United States

~50%Travellers who still click through after an AI answer

Phocuswright

The single most useful number here for anyone weighing how much to invest in being cited. AI answers are not purely zero-click in travel: being named in the answer still sends traffic, because roughly half the audience goes to check.

Source

PhocuswrightIndustry research
Open the original documentopens the original document on the publisher's site
Reference period
Geography
United States
Evidence type
Survey
Sample
US travellers who encounter AI answers in search engines
Last checked

Method

Phocuswright, The AI Surge, March 2026. Covers travellers encountering AI answers inside search engines, not standalone assistants, where click-through behaviour differs.

Method →

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