The traveler’s path from inspiration to booking has compressed. AI assistants now compare options, surface recommendations, and shape consideration sets before a traveler ever reaches a brand site. For travel brands, the moment of influence has shifted upstream, and most organizations aren’t yet positioned to compete for it.
Sitecore’s new research, “Winning Visibility and Conversion in an AI-Driven Travel Economy,” draws on survey data from 1,009 enterprise leaders across four global regions. Forty-two percent are already reporting declines in traffic or discoverability. Sixty-four percent say GenAI is outpacing their content operations. Fifty-five percent expect to lose competitive advantage within two years without investment in digital experience. The report identifies three priorities: structuring content for AI interpretation, modernizing discovery and booking for AI-led journeys, and designing omnichannel experiences that convert high-intent demand.
Download the full report and see where your organization stands.
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