OTAs are nowhere to be found in AI Mode (almost).
A sneak peek at new research from Propellic – Travel Marketing coming next week shows most clicks going to operator or brand sites, and less than 10% to OTAs. We did a few checks and it seems like OTAs account for less than 10% of links, at least in our very limited searches. We looked at a few markets in AI Mode, and beyond a few links to Tripadvisor and Eventbrite, virtually every link was to a content site, blog or Google business listing of an operator or attraction. Surprising given the dominance of Viator GetYourGuide etc. in traditional search. I’ve shared a few screen shots here.
For operators, Google business listings have never been more important.
It’s obviously early days for AI Mode. These are only a few searches, and this will change rapidly. Hats off to Brennen Bliss Eric Van Buskirk and everyone involved. Looking forward to digging in to the full results on the webinar on Tues Sept 9. Link in comments.
