How Google and Meta could disrupt travel discovery with AI

AI has the potential to significantly change the way consumers research and plan trips, moving them away from traditional platforms and redefining the user experience

The impact of AI on a user's journey varies based on the user's type, which evolves based on their search purpose. At a high level, users can be categorized as learners, shoppers, participants, and buyers.

Key takeaways

• Learners: At the beginning of their journey, learners conduct broad, vague information searches to narrow down their options. AI can significantly impact this stage by guiding users in new directions compared to traditional search results;
• Participators: These users engage with and read user-generated content and reviews on trusted platforms. While AI's influence here is minimal, it can summarize content and present different sources;
• Shoppers and buyers: These users are further down the funnel, especially in the travel context, looking for the best deals and making purchases. Their needs are typically met directly on websites, where they compare options before making a final decision.

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