Solutions
What the dataset implies for your kind of operation — six kinds of accommodation and four kinds of destination organisation, each read against the indicators that bear on it.
32 points apart
Accommodation
For hotels and accommodation
Six kinds of property, each with a different exposure to AI-mediated search. The figures are the same; what they imply for a 12-room guesthouse and a 40-property group is not.
AI visibility for independent hotels
Single-property hotels operating without a chain's central marketing or technology function.
54%US travellers who have used AI to plan a trip
AI visibility for boutique hotels
Design-led and independent properties whose demand comes from being discovered rather than searched for.
40%Travellers who discovered a destination via AI
AI visibility for luxury resorts
High-rate resorts and hotels where one wrong detail in an answer costs more than an absent one.
6%Consumers who fully trust AI
AI visibility for hotel groups
Multi-property operators with central marketing, revenue and technology functions.
66%European accommodations expecting positive development
AI visibility for bed and breakfasts
Owner-run guesthouses and small B&Bs with no marketing function and no technology budget.
66%European accommodations expecting positive development
AI visibility for serviced apartments and aparthotels
Operators of serviced apartments, aparthotels and managed short-stay portfolios.
951.6mEU guest nights booked via Airbnb, Booking and Expedia
Destinations
For destination organisations
National, regional, city and local organisations face the same gap between how travellers plan and what destination websites offer — but at very different scales of budget and mandate.
AI visibility for national tourism boards
National tourism organisations and ministries accountable for a country's inbound demand.
~40%European NTOs with dedicated AI teams or AI monitoring
AI visibility for regional tourism boards
Regional and provincial destination organisations marketing a territory of many towns and operators.
54%US travellers who have used AI to plan a trip
AI visibility for city tourism boards
City and metropolitan destination organisations whose own website is a main visitor touchpoint.
25%Travellers less likely to visit a destination site without AI features
AI visibility for local destination organisations
Town, valley, island and consortium-level destination bodies working with small teams and small budgets.
72%DMO leaders who see irrelevance risk within two years