What’s changed since last year—and what it means for how destinations get discovered now

Insights from DMOs across the country on budgets, measurement, AI, and storytelling—plus how destinations are adapting to drive real impact in a changing travel landscape.

Last year, we introduced AI for Travel. Since then, AI has moved deeper into how travelers search, plan, and decide.

It’s no longer just supporting inspiration. AI is now influencing more of the traveler journey—shaping what gets surfaced, how options are compared, and how quickly decisions are made.

AI for Travel 2.0 is a focused update on what’s changed—and how destination marketing needs to adapt right now.

WHAT YOU’LL FIND INSIDE

  • What’s changed in AI-driven travel discovery
  • How visibility is shifting across search and AI surfaces
  • Where traditional content strategies are losing traction
  • What leading destination teams are doing differently
  • A practical view of how to move forward

WHY THIS MATTERS

  • The way destinations get found is evolving quickly.
  • Travelers are getting answers faster.
  • Destinations that adjust early will be better positioned as these shifts accelerate.
  • And the signals that determine visibility are changing.
  • Fewer steps are separating discovery from decision.

FILL OUT THE FORM TO DOWNLOAD YOUR WHITEPAPER

Share This Story, Choose Your Platform!

  • June 12, 2026

    What 90% AI Adoption Really Means for Marketers

    When 90% of marketers use AI, it's tempting to assume we're witnessing the emergence of a massive competitive advantage. But when nearly everyone has access to the same tools, something interesting happens. The advantage shifts.

    3 min read•By •Published On: June 12th, 2026•
  • June 4, 2026

    The 2026 Advance Aviation Research Series

    Last year, we introduced AI for Travel. Since then, AI has moved deeper into how travelers search, plan, and decide. It’s no longer just supporting inspiration. AI is now influencing more of the traveler journey—shaping what gets surfaced, how options are compared, and how quickly decisions are made. AI for Travel 2.0 is a focused update on what’s changed—and how destination marketing needs to adapt right now.

    2 min read•By •Published On: June 4th, 2026•
  • June 1, 2026

    Google AI Mode Ads: What Brands Need to Know About Conversational Search

    Google Just Changed the Rules on Paid Search. Here's What That Actually Means. Search advertising has operated on the same basic premise for two decades: you write the copy, set the bids, and control the message. Google announced last week that era is ending. At Google Marketing Live, the company unveiled two new ad formats for AI Mode—Conversational Discovery and Highlighted [...]

    3 min read•By •Published On: June 1st, 2026•