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HES-SO Valais-Wallis

Researchers explain how hotels can move from traditional SEO to GEO to remain visible in AI-driven recommendation environments.

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09 Mar 2026

Labor Market Impacts of AI: A New Measure and Early Evidence

Anthropic

Anthropic researchers introduce a new measure of AI displacement risk and find limited evidence of job losses.

AI-First Hotels: Faster to Build, Leaner to Operate, and Richer in Customer Experience

BCG

BCG and NYU outline three AI-driven transformations reshaping how hotels are built, operated and discovered by travellers.

Navigating the New Traffic Landscape: What's Really Happening with Search, Dark Social and AI

Chartbeat

The traffic outlook isn’t as dire as you'd believe, but the landscape is undeniably shifting and publishers need to move with it.

The AI Power Gap: Hospitality Lags Behind as Value Shifts to Tech Giants

Hotelschool The Hague

Only 1 in 10 hospitality firms uses AI structurally as economic value migrates to tech intermediaries.

How Payment Systems Are Changing in Travel and Hospitality

Skift

90% of travel executives say payment infrastructure is central to commercial strategy yet most face significant constraints.

CrowdStrike 2026 Global Threat Report

CrowdStrike

AI-enabled attacks surge 89%, breakout time falls to 27 seconds, and adversaries exploit AI tools directly.

Digital Ireland – Connecting our People, Securing our Future

Ireland's 2030 National Digital and AI Strategy: 20 objectives and 90 deliverables to position Ireland as a global digital leader.

LGBTQ+ Travel in 2025: Scale Strategy and Systemic Change

IGLTA Foundation

IGLTA Foundation's 2025 impact report: global advocacy, regional programmes and new resources for LGBTQ+ inclusive tourism.

State of Destination Marketing 2026

Sojern

Sojern surveys 350+ DMOs on 2026 priorities: economic impact tops the list as AI disrupts discovery and pressure mounts.

LATAM News Publishers: 15 Social Video Insights for 2026

Tubular Labs

15 data-backed insights from Tubular Labs on how LATAM news publishers can grow audiences on YouTube and TikTok in 2026.

The 2026 Customer Service Transformation Report

Intercom

Intercom surveys 2400 professionals on the gap between surface-level AI deployment and genuine transformation in customer service.

State of Mobile 2026

SensorTower

In 2025, generative AI reshaped mobile, boosting non-game revenue and making attention the key driver of growth.

NECSTouR Activity Report 2025

NECSTouR

The report looks at the 3 strategic hubs: Climate, Data and Governance and reflects a year of strong momentum.

Digital sovereignty in the era of hybrid cloud and AI

IBM

This perspective paper argues that digital sovereignty has moved from a compliance question to a modernisation imperative.

Bridging Ambition and Execution in Travel Data Strategy

Skift & Amperity

This report shows how unifying first-party data helps travel brands deliver personalisation, trust and ROI at scale.

Milano Cortina 2026: How the Winter Olympics Will Shape Tourism | According to the Data

The Data Appeal Company

Milano Cortina 2026 will drive record demand, prices and spending, testing hospitality capacity and service at peak season.

2025 Affiliate Travel Trends Report

Stay22

Stay22’s analysed booking data from 5,000 creators reveals 2026’s top destinations, high-converting links, and earning trends.

The Great British Holiday Audit 2026

easyJet

easyJet makes travel simple, affordable and accessible, connecting millions to destinations through flights and holidays.

Global Compass 2026

MMGY Global

MMGY’s outlook shows travel’s opportunities lie between extremes, where policy, AI and evolving traveller views intersect.

The 2026 Social Media Content Strategy Report

Consumers plan high brand engagement, but marketers expanding across networks struggle with reach, algorithms and ROI.

The State of AI in Marketing 2026

jasper

AI has shifted from adoption to execution in marketing. In 2026, success means scaling AI with governance, ownership, and ROI.

CMO Navigator: Rethinking Marketing in the Age of AI

dents

CMOs stay optimistic on growth, lean into AI, media and entertainment to transform marketing and drive stronger results.

How Risky Are Influencer Marketers Really Willing to Get?

Modash

Modash surveys marketers on risk in influencer campaigns: 71% ran risky campaigns last quarter but cap spend at ~16% of budget.

How Identity & Influence and Discovery Are Reshaping Leisure Travel

Skift & Amazon Ads

Travel in 2025 is multi-channel—brands must inspire early and convert across platforms.

Be Visible to AI: The Keys to Semantic Optimization and GEO for Hotels

HES-SO Valais-Wallis

Researchers explain how hotels can move from traditional SEO to GEO to remain visible in AI-driven recommendation environments.

Labor Market Impacts of AI: A New Measure and Early Evidence

Anthropic

Anthropic researchers introduce a new measure of AI displacement risk and find limited evidence of job losses.

AI-First Hotels: Faster to Build, Leaner to Operate, and Richer in Customer Experience

BCG

BCG and NYU outline three AI-driven transformations reshaping how hotels are built, operated and discovered by travellers.

Navigating the New Traffic Landscape: What's Really Happening with Search, Dark Social and AI

Chartbeat

The traffic outlook isn’t as dire as you'd believe, but the landscape is undeniably shifting and publishers need to move with it.

The AI Power Gap: Hospitality Lags Behind as Value Shifts to Tech Giants

Hotelschool The Hague

Only 1 in 10 hospitality firms uses AI structurally as economic value migrates to tech intermediaries.

How Payment Systems Are Changing in Travel and Hospitality

Skift

90% of travel executives say payment infrastructure is central to commercial strategy yet most face significant constraints.

CrowdStrike 2026 Global Threat Report

CrowdStrike

AI-enabled attacks surge 89%, breakout time falls to 27 seconds, and adversaries exploit AI tools directly.

LGBTQ+ Travel in 2025: Scale Strategy and Systemic Change

IGLTA Foundation

IGLTA Foundation's 2025 impact report: global advocacy, regional programmes and new resources for LGBTQ+ inclusive tourism.

State of Destination Marketing 2026

Sojern

Sojern surveys 350+ DMOs on 2026 priorities: economic impact tops the list as AI disrupts discovery and pressure mounts.

LATAM News Publishers: 15 Social Video Insights for 2026

Tubular Labs

15 data-backed insights from Tubular Labs on how LATAM news publishers can grow audiences on YouTube and TikTok in 2026.

The 2026 Customer Service Transformation Report

Intercom

Intercom surveys 2400 professionals on the gap between surface-level AI deployment and genuine transformation in customer service.

State of Mobile 2026

SensorTower

In 2025, generative AI reshaped mobile, boosting non-game revenue and making attention the key driver of growth.

NECSTouR Activity Report 2025

NECSTouR

The report looks at the 3 strategic hubs: Climate, Data and Governance and reflects a year of strong momentum.

Digital sovereignty in the era of hybrid cloud and AI

IBM

This perspective paper argues that digital sovereignty has moved from a compliance question to a modernisation imperative.

Bridging Ambition and Execution in Travel Data Strategy

Skift & Amperity

This report shows how unifying first-party data helps travel brands deliver personalisation, trust and ROI at scale.

Milano Cortina 2026: How the Winter Olympics Will Shape Tourism | According to the Data

The Data Appeal Company

Milano Cortina 2026 will drive record demand, prices and spending, testing hospitality capacity and service at peak season.

2025 Affiliate Travel Trends Report

Stay22

Stay22’s analysed booking data from 5,000 creators reveals 2026’s top destinations, high-converting links, and earning trends.

The Great British Holiday Audit 2026

easyJet

easyJet makes travel simple, affordable and accessible, connecting millions to destinations through flights and holidays.

Global Compass 2026

MMGY Global

MMGY’s outlook shows travel’s opportunities lie between extremes, where policy, AI and evolving traveller views intersect.

The 2026 Social Media Content Strategy Report

Consumers plan high brand engagement, but marketers expanding across networks struggle with reach, algorithms and ROI.

The State of AI in Marketing 2026

jasper

AI has shifted from adoption to execution in marketing. In 2026, success means scaling AI with governance, ownership, and ROI.

CMO Navigator: Rethinking Marketing in the Age of AI

dents

CMOs stay optimistic on growth, lean into AI, media and entertainment to transform marketing and drive stronger results.

How Risky Are Influencer Marketers Really Willing to Get?

Modash

Modash surveys marketers on risk in influencer campaigns: 71% ran risky campaigns last quarter but cap spend at ~16% of budget.

How Identity & Influence and Discovery Are Reshaping Leisure Travel

Skift & Amazon Ads

Travel in 2025 is multi-channel—brands must inspire early and convert across platforms.

Digital Ireland – Connecting our People, Securing our Future

Ireland's 2030 National Digital and AI Strategy: 20 objectives and 90 deliverables to position Ireland as a global digital leader.

A New Era for Irish Tourism: National Tourism Policy Statement

Ireland’s 2030 tourism policy aims to grow jobs, boost regions, strengthen SMEs, and enhance global competitiveness.

OECS Climate Action Plan for Tourism

OECS - Organisation of Eastern Caribbean States

The OECS Climate Action Plan sets a roadmap for resilient, low-carbon, inclusive tourism amid rising climate threats.

Nova Scotia Tourism Sector Strategic Plan 2025-2030 | A Roadmap for Sustainable Growth

Deloitte & Tourism Nova Scotia

Nova Scotia’s Tourism Strategic Plan sets a roadmap for sustainable growth, community benefit and long-term prosperity.

Spain Tourism 2030

Spain Government

Spain Tourism 2030 sets out a sustainable, innovative and inclusive roadmap to strengthen tourism and tackle future challenges.

Strategy 2035 For Visit Greenland

Visit Greenland

This strategy guides tourism in Kalaallit Nunaat to boost society, economy and pride through sustainable, locally driven growth.

Optimum Tourism: The Viennese Model For Good Growth

Vienna Tourist Board

Vienna's strategy focuses on sustainable growth and a livable city, balancing visitor satisfaction with locals' quality of life.

South African Tourism Five-Year Strategic Plan: 2025 - 2030

South African Tourism

This strategy drives South Africa’s tourism growth through unity, innovation and inclusion to boost jobs and the economy.

The Tourism Formula

Visit South Zealand & Møns

This strategy for balanced tourism aligns business, citizen and marketing interests to create sustainable growth and value.

Tampere Tourism Strategy 2030

Visit Tampere

This strategy aims to increase Tampere's tourism revenue to €1 billion by 2030, with 2.3 million visitors.

Greater Manchester Strategy for the Visitor Economy 2025–2030

Marketing Manchester

This strategy outlines Greater Manchester’s vision for a thriving, inclusive, and sustainable visitor economy from 2025 to 2030.

Climate Action Roadmap For Travel Industry In Finland 2024

Visit Finland

This roadmap guides Finnish tourism through a shared path towards its 2030 sustainability ambitions.

A Great Place

Visit Aarhus

This strategy aims to restart tourism sustainably, balancing nature, culture, and community in the Aarhus Region.

Aruba Tourism Authority Corporate Plan 2025

Aruba Tourism Authority

This strategy outlines Aruba’s 2025 tourism strategy, addressing overtourism concerns and shifting toward a regenerative model.

Tourism Policy Framework: 2025–2030

This Tourism Policy Framework outlines strategies for sustainable growth and preserving Ireland's heritage in tourism.

Highland Sustainable Tourism Strategy 2024-2030

The Highlands Council

This strategy sets out the Highland Council’s vision for sustainable tourism growth.

2030 and Beyond: The Tourism We Need for Cornwall and the Isles of Scilly's Future

Visit Cornwall

Cornwall's tourism strategy for 2030 and beyond, focusing on sustainable, regenerative and responsible tourism.

Tourism Fiji Corporate Plan 2024-2027

Tourism Fiji

This strategy highlights Fiji’s tourism sector as a key economic driver, fostering growth, jobs, and sustainable development.

Finland’s Food Tourism Strategy 2024–2028

Haaga-Helia University of Applied Sciences & Hungry for Finland

This strategy guides the development, productisation, communication and marketing of food tourism in Finland 2024–2028.

Copenhagen All Inclusive: Tourism In The Capital Of Denmark 2024-2030

Wonderful Copenhagen

A tourism strategy for Copenhagen focused on sustainability, enriching encounters and socioeconomic value creation.

Digital Expedition: National Vision for the Digital Transformation of the Hospitality Domain

Netherlands Board of Tourism and Conventions

This vision aims to support the Dutch hospitality sector with their digital transformation.

North East England Regenerative Visitor Economy Framework

Destination North East England

This framework aims to transform the North East England visitor economy into a catalyst for environmental and social regeneration.

Together More - Sustainable Growth and Renewal in Finland For Tourism

Finnish Ministry of Economic Affairs and Employment

This strategy outlines how the Finnish tourism industry plans to reach and measure sustainable goals.

Destination Vancouver 2024 Business Sprint

Destination Vancouver

This roadmap reviews 2023 performance and key strategic initiatives in 2024 to position Vancouver as a leading global destination.

The 2026 PR Success Toolkit

Cision

The 2026 PR Success Toolkit helps you reflect on 2025, learn from 3,000+ journalists, and elevate your PR strategy.

Inspiration for your 2026 social strategy

A motivating guide to help social media professionals adapt to constant change, shifting goals and ongoing learning.

The Next Era of Social: Mastering Social Strategy in 2026

This toolkit helps brands navigate the new era of social with expert insights for future-ready, impact-driven strategies.

Search and Discovery in the AI Era

Miles Partnership

This white paper explains how AI search is reshaping travel discovery and how DMOs can stay visible.

Automation in Destinations: A Practical Guide for Austrian Tourism Regions

Change Tourism Austria

Practical German-language guide for Austrian DMOs on implementing automation, identifying use cases to launch first pilots.

Smarter Spend in a Noisy World

Wunderkind

Rising Meta ad costs demand smarter spend, use identity data to cut waste, target better, and boost paid social performance.

Climate Change Adaptation Manual for Heritage Tourism

Historic Environment Scotland & Visit Scotland

This manual guides Scotland’s heritage tourism sector in adapting to climate change and building long-term resilience.

Generative AI Search Playbook: A Practical Guide to Smarter GEO

Destination Canada

This toolkit explains Generative Engine Optimisation and how to prepare content for AI-driven search and summarised results.

2026 PR and Comms Content Planning Calendar

Cision

Cision's month-by-month planning calendar for PR teams: key dates, niche observances, industry events and monthly strategy tips.

The Ultimate Buyer’s Guide to Property Management Systems

HotelTechReport & MEWS

The 2026 PMS Buyers Guide helps hoteliers research, select and vet technology partners to improve operational efficiency.

Collaboration is Key!

German Convention Bureau (GCB)

This white paper shows how collaboration drives innovation in business events, turning shared insights into practical action.

Taking Event Impact to the Next Level

Skift Meeting & IMEX

This report shows how events create lasting positive impact, guiding planners to benefit attendees, communities and the planet.

The New Rules of Search

Impression

This guide explains how search is evolving, how to rethink KPIs, and how to measure marketing success in the new search era.

Increase Your Digital Presence

Visit Sweden

This guide helps travel businesses build digital visibility, improve search results and get chosen by travellers and AI.

AI Guidelines for DMOs: Your Essential Implementation Framework

Digital Tourism Think Tank

Transform your destination marketing operations with confidence using these comprehensive AI practice guidelines for DMOs

The Media Lift Effect

Brave Bison

This report explains the Media Lift Effect, showing how aligning paid, organic and creative drives social performance and results.

The Marketer's Guide to Website Personalization

Webflow

This strategy helps Travel & Tourism to drive sustainable fuel adoption through collective action, investment and advocacy.

Artificial Intelligence (AI) in Tourism: Assessing and Supporting NTO’s Research & Marketing Operations

European Travel Commission

This toolkit shows how AI is transforming NTO marketing and research, revealing gaps, skill needs and a path to scalable impact.

AI Toolkit for PR Success in 2025

Cision

This toolkit highlights key AI trends, tools, and best practices to help PR pros boost strategy, content and workflow in 2025.

Event Tech Almanac 2025

Skift

This report is a guide to navigating event tech—offering expert insights, platform profiles and strategy tips for planners.

Moving Forward Authentically: A Strategic Roadmap to Assess & Align & Advance Inclusion

IGLTA Foundation

This strategy guides travel brands in advancing LGBTQ+ inclusion through shared values, resilience, and authentic DEI commitments.

A Destination's Guide to the New EU Sustainability Regulations

European Travel Commission & Global Destination Sustainability Movement

This report outlines three key EU Green Deal Directives and offers guidance for tourism professionals on compliance.

The Perfect Partnership: Leveraging Customer Data and Behavioural Science to Drive Business Growth

Bloomreach & Impression

This report explores how customer data and behavioural science help marketers improve customer experience & personalisation.

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