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Until now, travel marketers have lacked solid data on how people use Google AI Mode to research, plan, and book travel. The industry has observed clear trends, but evidence of what is happening has been missing.
Seeking to bridge the gap, Propellic teamed up with Eric Van Buskirk, Founder of Clickstream Solutions, and Kevin Indig, publisher of Growth Memo, to conduct a breakthrough behavioural study that provides never-before-seen insights into the impact of Google AI Mode on travel planning and booking.
Propellic also consulted with global travel market research firm Phocuswright, a subsidiary of Northstar Travel Group, as well as in-destination experience industry leader Arival, for input on the study. “We agree with Google CEO Sundar Pichai that AI Mode is the future of Google search,” said Brennen Bliss, Founder and CEO of Propellic. “This research provides new insights into how travel research behavior has changed in a short time. For the first time, you can see exactly what users do, how they do it, how much time they spend doing it, what their tendencies are, and how they feel about it.”
According to Phocuswright’s July 2025 report Chat, Plan, Book: GenAI Goes Mainstream, 22% of active U.S. travelers using search engines to research and select trip components are already utilizing AI-generated results. Given this early momentum, it’s clear that AI Mode will capture a huge portion of the market as it is rolled out fully. Google is laying the foundation for this shift by actively releasing monetisation paths and features to transition their search ads business to AI Mode.
With this research, travel brands and marketers now have an actionable playbook to optimise strategies based on actual AI user behaviour.
Until now, travel marketers have lacked solid data on how people use Google AI Mode to research, plan, and book travel. The industry has observed clear trends, but evidence of what is happening has been missing.
Seeking to bridge the gap, Propellic teamed up with Eric Van Buskirk, Founder of Clickstream Solutions, and Kevin Indig, publisher of Growth Memo, to conduct a breakthrough behavioural study that provides never-before-seen insights into the impact of Google AI Mode on travel planning and booking.
Propellic also consulted with global travel market research firm Phocuswright, a subsidiary of Northstar Travel Group, as well as in-destination experience industry leader Arival, for input on the study. “We agree with Google CEO Sundar Pichai that AI Mode is the future of Google search,” said Brennen Bliss, Founder and CEO of Propellic. “This research provides new insights into how travel research behavior has changed in a short time. For the first time, you can see exactly what users do, how they do it, how much time they spend doing it, what their tendencies are, and how they feel about it.”
According to Phocuswright’s July 2025 report Chat, Plan, Book: GenAI Goes Mainstream, 22% of active U.S. travelers using search engines to research and select trip components are already utilizing AI-generated results. Given this early momentum, it’s clear that AI Mode will capture a huge portion of the market as it is rolled out fully. Google is laying the foundation for this shift by actively releasing monetisation paths and features to transition their search ads business to AI Mode.
With this research, travel brands and marketers now have an actionable playbook to optimise strategies based on actual AI user behaviour.
