Search and Discovery in the AI Era

For nearly two decades, destination and hospitality marketers had one primary concern when it came to digital discovery: Google. The search giant’s hold over consumers gave marketers a predictable model to work with. However, with the growth of AI-powered search, that model is changing rapidly.

AI tools such as ChatGPT, Perplexity and Google’s own Gemini are fundamentally reshaping how travellers discover destinations, with significant consequences for destination and hospitality marketers.

One of the most visible impacts has been a sudden and dramatic decline in organic web traffic. According to global consulting firm Bain & Company, 60% of internet searches now no longer result in a user visiting a website, as AI provides the information they need directly.

In the travel and tourism industry — where consumers rely heavily on the internet for inspiration and booking — the effects of this shift in search behaviour cannot be overstated. How can DMOs continue to connect with consumers when AI acts as an ever-present intermediary?

In this white paper, we'll shine a light on the inner workings of AI search and share practical steps to help optimise your DMO’s presence in the new era of search.