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.
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May 11, 2026
There’s a shift happening beneath visibility. It’s not just about where you rank or how often you publish. It’s about whether you’re included at all. As AI systems assemble answers, they don’t surface everything. They select, summarize, and prioritize.
May 11, 2026
A gap is starting to form between destinations. Not based on budget. Not based on size. Based on how quickly they’re adapting to these changes. AI for Travel 2.0 highlights where that separation is starting to show—and why timing matters.
May 11, 2026
AI is changing how travelers discover and choose destinations. Not in one place – but across the entire journey. It’s influencing what gets surfaced, how options are compared, and how quickly decisions are made. That doesn’t require starting over. But it does require adjusting how marketing works.
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