8.26%
3.88%organic search
Conversion rate of assistant traffic on a destination portal
Does traffic from AI assistants behave differently once it arrives?
It converted at 8.26% against 3.88% for organic search, on 1.6 million sessions over nearly four years.
8.26%
Conversion rate of assistant traffic on a destination portal
April 2022 to January 2026 · Mediterranean (one destination)
3.88%
organic search
For comparison
Small in volume, different in kind. The sessions are shorter and the conversion rate more than double, which is what you would expect if the assistant has already done the comparison work before the visit. One portal is not a sector, but it is a longitudinal measurement rather than a snapshot.
Source
- Reference period
- Geography
- Mediterranean (one destination)
- Evidence type
- Platform telemetry
- Sample
- 1.6 million sessions on one Mediterranean destination portal. The portal is not named, and the measure is a booking-intent click rather than a confirmed booking
- For comparison
- organic search: 3.88%
- Last checked
We have not opened the primary instrument for this figure. It comes either from the publisher's own summary or from a document that cites it, so treat the level as indicative.
Method
Peer-reviewed, Tourism and Hospitality, published 9 April 2026. One Mediterranean destination portal, April 2022 to January 2026. The portal is not named, the conversion measure is a booking-intent click rather than a confirmed booking, and the share of total sessions arriving from assistants is not stated in the abstract we could retrieve.
Related questions
Related indicators
64%
DMOs producing AI-formatted content
63%
Travellers who would use an AI trip planner on a destination website
25%
Travellers less likely to visit a destination site without AI features
~40%
European NTOs with dedicated AI teams or AI monitoring
22%
DMOs offering AI trip planning on their website
26%