Travelers handed much of their trip planning to AI chatbots this year, but the brands they book are often nowhere in the answers. Four in five of America's top 84 travel brands never appear in AI travel conversations, according to new research.
Retention improved across industries, rewarding brands that tell stories rather than lead with sales pitches.
From fast delivery to free returns, first movers set costly new baselines for everyone.
Each airline’s stance reflects its financial position and customer loyalty.
AI conversations can sharpen targeting and inform pricing and product decisions
Brands that are easy to find in ChatGPT now could gain ground before AI checkout catches on.
Curated homes close Amex’s lodging gap, making quality and availability the next battleground.
In September 2026, we analyzed 4,940 ChatGPT and 4,940 Google Gemini recommendations across seven travel and hospitality categories to compile the AI Visibility Index.
Richer perks can attract younger professionals priced out of premium cards and build loyalty for future upgrades.
Strong spending from affluent travelers is helping offset higher fuel costs.
Vacation rentals give cardholders more choice, helping Amex compete on experiential travel.
Exclusive dining can lift payment volume while giving consumers a reason to seek out eligible cards.
Delta can pass along higher fuel costs for now, but weaker carriers may respond with fewer flights and higher fares.
Network breadth could help retain premium travelers as Delta and United set the pace.
Premium rewards target affluent spenders, while accessible cards can cultivate younger customers.
Two million fewer visitors are expected this year, depriving retailers, restaurants, and hotels of valuable spending.
The airline is building a media network that could turn loyalty data and in-flight reach into ad revenues.
More space can ease crowding, while better food and drinks make premium card perks more valuable.
A ski trip planning session turned into a case study in how fast AI-driven discovery has taken hold, our chief content officer Vladimir Hanzlik told the audience at EMARKETER’s Future of Digital summit. Sitting around the table with friends and family, phones out on Gemini, his group booked resorts, hotels, and ski schools in a matter of hours. "What really struck me is that if you didn't turn up in those LLM recommendations, if you didn't show up in Claude or Gemini, there'll be literally zero chance that we will pick you," Hanzlik said, opening a conversation with VML's chief discoverability officer Heather Physioc on whether brands understand just how close that future already is.
In August 2026, we analyzed 4,940 ChatGPT responses across seven travel and hospitality categories to compile the AI Visibility Index.