Travel operators ramp up AI spending as search and discovery behaviors shift

Research from TravelTech Show shows travel companies see AI impacting data analysis, reporting, and online visibility. 46% cited data analysis as the most impacted area, 24% cited SEO/GEO and online visibility. 64% plan to increase AI investment in the next 12 months, with 21% expecting to double spending. The survey also found 31% don't know how customers use generative AI, and 21% don't know where customers, bookings, and website traffic originate. Instagram was rated the most effective social platform (61%).