A year ago, 14% of American travelers were using AI to plan or book. Today it’s 56%. The adoption curve for generative AI in travel has no precedent in modern hospitality, and it is moving faster than the shift to mobile did. The starting point of most journeys has moved: travelers now have a conversation with an AI that compares options and surfaces brands, often before a website ever loads.
In my new Article on Sitecore.com, the first in a travel and hospitality series, I work through what these changes mean for experience strategy: how the discovery layer is being rewritten as SEO turns into GEO, why personalization that amplifies human connection builds a kind of compound loyalty competitors struggle to copy, and how agentic tools let lean marketing teams serve every segment instead of only the most valuable ones.
Read my new Article here: https://www.sitecore.com/resources/insights/artificial-intelligence/ai-experience-strategy-travel-hospitality
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