From Planning to Discovery: AI as a Travel Companion

From the first spark of inspiration to mapping out a daily itinerary: AI is increasingly becoming part of both planning and experiencing our holidays. The July edition of the WPP Media Market Monitor shows that more than half (51%) of Dutch consumers have already used an AI tool when booking and/or planning a trip. Among travellers under 35, this figure rises to over 75%.

For the travel and leisure sector—and many other industries—this creates a new dynamic in the path to the consumer. Consumers no longer follow only the traditional funnel via search engines, comparison sites and brand websites; increasingly, they are engaging directly with an AI interface in a conversational way.

AI as an interactive guide

Notably, AI is not used mainly during the initial research phase, but as an interactive guide at the destination itself:

• 77% use AI to discover sights and attractions.

• 68% ask AI for restaurant recommendations.

• 63% use AI for tips on local dishes and specialities.

The downside: the battle for accurate data

The research shows that 47% of AI-using travellers have at some point received incorrect information or advice while planning or booking a trip—from attractions that were closed to incorrect opening hours.

Consumers turn to AI for speed, convenience and inspiration, but at the same time expect information they can trust. This makes the quality of the information behind an AI-generated answer crucial.

What this means for brands

Brands that want to reach tomorrow’s traveller need to understand not only where people search, but above all how they make decisions. For brands, visibility is no longer just about having their own website or a strong SEO ranking—it is about whether AI models understand, trust and recommend their offering.

AI models continuously search for the most reliable sources. As a result, broad online visibility is more important than ever in order to appear as the definitive answer in AI results. It is therefore not only about where a brand is visible itself, but also about the presence and quality of the information AI systems can find about that brand.

The answer to the question, “How can a brand ensure that an AI model recommends it?”, lies in Generative Engine Optimization (GEO), as part of a broader Total Search strategy. Our teams help brands structure their information in a way that enables AI systems to recognise and recommend their offering.

Being visible in this new era requires more than simply being present; it is about being actively recommended at the consumer’s moment of decision.

Now that consumers can receive direct advice on their screens through a natural conversation with AI—without needing to click through to a website—it is essential to be part of that answer.

Sources:
1. WPP Markt Monitor Juli
2. FBTO - AI op Reis