Site index
Every page on this site, grouped by section. The machine-readable sitemap lives at /sitemap.xml; this one is for reading.
- 181 pages per edition
- 5 editions
- Dataset last reviewed end to end
- sitemap.xml
Data
- The data
- US travellers who have used AI to plan a trip: 54%
- US travellers who intend to use AI for future trips: 75%
- Consumers using AI for trip planning: 51%
- Consumers who have used AI in some travel context: 67%
- Consumers who want to use AI in future travel planning: 89%
- Travellers using generative AI to plan travel: 18%
- Travellers who have used AI for trip planning or management: ~79%
- Frequent travellers comfortable using AI for trip planning: 80%
- US travellers using generative AI for trip planning: ~25%
- Travellers who find generative AI results helpful: 78%
- Millennials using AI as often as social media for trip planning: 69%
- Gen Z using AI as often as social media for trip planning: 63%
- Consumers who fully trust AI: 6%
- Consumers comfortable with AI making independent decisions: 12%
- Travellers comfortable letting AI handle most of their planning: ~6%
- Travellers ready to let AI handle a booking: 25–33%
- Consumers who always fact-check AI outputs: 42%
- Consumers who trust travel brands to use AI responsibly: 42%
- Travellers who received outdated or inaccurate AI travel information: 25%
- Share of consumers classified as AI enthusiasts: 36%
- North Americans who rarely or never trust AI-generated information: 32%
- Latin American respondents excited about AI: 98%
- AI assistants as a trusted travel planning source: 24%
- Travellers who discovered a destination via AI: 40%
- Travellers who changed plans based on AI recommendations: 29%
- Largest travel companies mentioning AI in annual reports: 35%
- Share of travel venture funding going to AI-enabled startups: 45%
- US travellers who used AI on at least one trip: 56%
- Travellers who still click through after an AI answer: ~50%
- DMOs producing AI-formatted content: 64%
- Travellers who would use an AI trip planner on a destination website: 63%
- Travellers less likely to visit a destination site without AI features: 25%
- Pre-trip AI use for destination research: 38%
- Pre-trip AI use for local experiences: 37%
- Pre-trip AI use for restaurant recommendations: 36%
- In-trip AI use for translation: 45%
- AI use for researching attractions, restaurants and transport: 60%
- AI use for comparing prices: 56%
- AI use for building and organising itineraries: 43%
- European NTOs with dedicated AI teams or AI monitoring: ~40%
- DMOs offering AI trip planning on their website: 22%
- DMOs with a documented AI strategy: 26%
- DMO leaders who see irrelevance risk within two years: 72%
- DMOs increasing digital marketing spend: 41%
- Tourism businesses already using AI: 70%
- Projected growth in tourism AI adoption over five years: +25%
- European accommodations expecting positive development: 66%
- Cybersecurity readiness gap by property size: 94%
- Travel agencies adopting AI: 80%
- AI-adopting agencies reporting measurable productivity gains: 40%
- Agencies working across four or more booking systems: 91%
- Executives reporting AI agents in production: 52%
- US travel executives reporting AI improves personalisation: 33%
- Travel spending growth attributed to AI-unlocked potential: USD 1.4tn
- OECD priority areas for responsible AI adoption in tourism: 6
- Extra technical requirements to appear in Google's AI Overviews: None
- Assistant makers whose docs say user-triggered fetches may ignore robots.txt: 3 of 4
- AI bots as a share of HTML requests: 4.2%
- Domains with AI-specific robots.txt directives: ~14%
- Share of high-value training tokens restricted to OpenAI crawlers: 25.9%
- Share of AI crawling that is for training rather than retrieval: ~80%
- Online travel agency share of Gemini's hotel citations: 55.3%
- Non-OTA citation share: experiential against transactional queries: 55.9%
- Conversion rate of assistant traffic on a destination portal: 8.26%
- City recommendations falling outside the Euromonitor Top 100: 50.0%
- Nights spent in EU tourist accommodation, year to date: 1.80bn
- EU guest nights booked via Airbnb, Booking and Expedia: 951.6m
- Spain, international tourist arrivals: 93.8m
- Italy international tourist arrivals: 74.0m
- Claude usage index, Australia: 6.40×
Solutions
- Solutions
- AI visibility for independent hotels
- AI visibility for boutique hotels
- AI visibility for luxury resorts
- AI visibility for hotel groups
- AI visibility for bed and breakfasts
- AI visibility for serviced apartments and aparthotels
- AI visibility for national tourism boards
- AI visibility for regional tourism boards
- AI visibility for city tourism boards
- AI visibility for local destination organisations
Questions
- Questions
- How many travellers use AI to plan trips?
- Do travellers trust AI for travel information?
- Will travellers let AI book travel for them?
- Is AI replacing search engines for travel research?
- What do travellers actually use AI for?
- How many hotels and tourism businesses use AI?
- Are destinations ready for AI search?
- How big is the gap between travellers and the travel industry on AI?
- Does AI change where people actually travel?
- How accurate is AI travel information?
- Which generation uses AI most for travel?
- How much is AI worth to the travel industry?
- Are airlines and travel agencies using AI agents?
- Where in the world is AI travel adoption highest?
- How do I get my hotel recommended by ChatGPT?
- Is AI use in travel still growing, or has it plateaued?
- Does blocking AI crawlers in robots.txt keep my hotel out of ChatGPT?
- Do I need an llms.txt file to appear in AI answers?
- Which sources do AI assistants cite when asked about hotels?
- Is traffic from AI assistants worth anything yet?
- How many hotels are invisible in AI search?
Topics
Sources
Glossary
- Glossary
- Generative Engine Optimisation
- Answer Engine Optimisation
- Large Language Model Optimisation
- Search Engine Optimisation
- AI Share of Voice
- Citation
- Grounding
- Retrieval-Augmented Generation
- Hallucination
- Agentic AI
- AI Agent
- Tool Use
- Model Context Protocol
- Conversational Commerce
- AI Overviews
- Zero-Click Search
- Search Engine Results Page
- AI Crawler
- robots.txt
- llms.txt
- Crawl Budget
- Structured Data
- Schema.org
- JSON-LD
- Entity
- Knowledge Graph
- Name, Address, Phone
- Stale Content
- Freshness
- Prompt Set
- Intent Cluster
- Destination Management Organisation
- National Tourism Organisation
- Online Travel Agency
- Direct Booking
- Global Distribution System
- Revenue per Available Room
- Average Daily Rate
- Occupancy
- Featured Answer