Tigerbond research reveals biggest shift in travel discovery since the rise of Google and the brands that are leading the way.
Tavel brands risk becoming “invisible” if they fail to adapt to AI-led discovery. Research by the award-winning marketing agency has highlighted a 64% year-on-year surge of travellers leaning on LLMs to discover and plan their next trip.
Large Language Models (LLMs) are rapidly overtaking traditional search engines as the primary starting point for travel planning, according to new research carried out by Tigerbond.
The agency’s latest data-led research paper reveals a major shift in how consumers discover, compare and book travel, with LLM platforms such as ChatGPT, Gemini and Google AI Mode increasingly shaping decisions.
Key findings include:
· British Airways, Virgin Atlantic and Hilton are leading the way in AI Visibility
· Use of generative AI for travel planning has surged 64% year-on-year
· 42% of travellers use AI to save time planning trips
· 37% rely on AI for personalised travel recommendations
· 36% use AI to discover new destinations
· AI visibility does not reflect brand popularity — it favours clarity, trust and authority instead
The research shows that AI is fundamentally changing how travel brands are discovered, with conversational platforms increasingly acting as the gatekeepers between consumers and companies.
The report concludes that LLM visibility is emerging as a critical new battleground for travel brands, alongside traditional search, social and PR. Tigerbond critically explains how you can boost your brand visibility, in an increasingly competitive and challenging new digital era.
Joanne Spence, Co-Founder at Tigerbond, said: “Travel discovery has changed dramatically. For 20 years, brands competed to rank on Google. Now they’re competing to be recommended by AI. That’s a fundamentally different battleground.
“In an AI-led environment, being well known isn’t enough. If your brand isn’t clearly defined, trusted and technically visible, you simply won’t make the shortlist. And if you’re not on the shortlist, you’re not going to be considered at the moment when intent is at its highest.”
Jodie O’Brien, Brand Strategy Director at Tigerbond, added: “What we’re seeing is the collapse of the linear travel journey. AI tools are compressing research, comparison and decision-making into a single interaction.
“That means PR, SEO and brand strategy can no longer operate in silos. Visibility in AI is driven by clarity, authority and sentiment — not just volume of marketing activity. Those that fail to adapt their digital presence risk losing visibility.”
Read the full report - From Destinations to Itineraries: How AI is shaping consumer travel behaviour in 2026. Available at: https://www.tigerbond.com/travel-insights/
Notes to editors:
Tigerbond’s data led research paper analysed leading travel brands visibility across AI platforms including ChatGPT, Google AI Mode and Gemini, alongside consumer research and industry data.
ENDS
About Tigerbond
Tigerbond is a full-service PR, social and digital agency working with major brands including Vue, Specsavers and CALA. Alongside its established communications and digital capabilities, the agency now incorporates Generative Engine Optimisation (GEO) to ensure client content is optimised for both traditional search and emerging AI-driven discovery. www.tigerbond.com
