New rules of travel discovery in the age of AI

At Phocuswright Europe, Propellic's CRO John Matson and Stiplo founder Carlo del Mistro discussed how generative AI is changing travel discovery. They noted that AI visibility tracking is in early stages, but GEO (generative engine optimization) is becoming increasingly important. While platforms like ChatGPT currently bring small referral traffic, it's growing exponentially with higher conversion. They advised suppliers to leverage first-party data and product innovation to maintain advantage.