The Website Paradox in the age of Zero-Click Search
Web traffic topped the KPI list — but it may be telling the smallest story.
As AI answers questions without sending users to websites, traffic alone no longer reflects impact. Yet websites still matter as the fuel for AI discovery.
In 2026, DMOs must rethink what success looks like — and how they measure it.
Download the whitepaper to understand the website’s new role.
Top KPIs cited for 2025
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July 10, 2026
Here are three signals we're watching and what they could mean for destination marketers.
July 10, 2026
Before someone checks into a hotel, orders their first meal, or takes their first photo, they've already started experiencing your destination.
June 26, 2026
This week’s signals point to a bigger shift: travel demand is still strong, but the way people discover, evaluate, and act on that demand is getting more fragmented. Major events are driving movement. AI and prediction platforms are reshaping how people make decisions. And cultural moments are becoming travel infrastructure in disguise.
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