The new rules of travel discovery in the age of AI

In an interview at Phocuswright Europe, John Matson, CRO of Propellic, and Carlo del Mistro, founder of Stiplo, discussed how generative AI is changing travel discovery. They noted that AI visibility tracking is still early, but companies can take practical steps to optimize brand alignment in generative search. Although AI platforms currently drive a small share of referrals, it's growing fast with higher conversion. They also believe suppliers have an advantage in the AI era due to first-party data and relationships.