Research: Tours most prepared for AI search, but industry lags

Obvlo audit found less than a quarter of travel brands are AI-ready. Tours scored highest with average 52, followed by OTAs 43, DMOs 38, hotels 31, and airlines 27. Europe leads with 35% AI-ready, APAC 21%, Americas only 12%. 85% of brands had at least one significant failure, most commonly missing FAQ markup. Obvlo recommends adding FAQ schema, structured data, llms.txt, etc.