Discovery and visibility

This is the part of the shift that changes commercial outcomes. When a traveller asks an assistant where to stay, the answer names a handful of properties. Everything else is invisible, and there is no second page to be on.

The measurable signals are in three places: how much travellers trust AI relative to the channels it displaces, how often an AI answer actually changes a decision, and how much of the industry is restructuring its content so models can read it.

The numbers here matter more than general adoption statistics, because they describe a zero-sum allocation. Adoption can rise for everyone. Being named cannot.