168% rise in AI travel traffic shows brands must prepare before peak booking season

New data shows AI engaged sessions across travel websites are up 168% over the year, meaning travel business need to be AI-ready before the peak booking season takes hold. AI visibility preparation is now key as travellers are increasingly turning to AI to research, compare and plan holidays, according to IDHL’s State of AI Search report analysing 1.5 million AI engaged sessions across 175 websites.