Travel players weigh approaches to winning AI visibility

According to Phocuswright Research, 56% of U.S. travelers use AI for travel, with generative AI serving as a crucial discovery entry point. Travel companies are navigating SEO, GEO, and AEO strategies to gain visibility in AI-driven search. Experts emphasize that first-party data, structured content, and trust are core. Brands need to become trusted sources in AI tools and adapt to the shift from blue links to answer sets.