When asked what area within their business will be most impacted by AI in the coming months, excluding customer service, the largest share of respondents cited data analysis and reporting (46%). Search engine optimization (SEO)/generative engine optimization (GEO) and online visibility ranked second at 24%, ahead of brand and reputation management (15%).
The findings come as travel companies navigate changing search and discovery behaviors across AI tools, social media and traditional search engines.
Separate survey findings showed 64% of travel operators plan to increase investment in AI during the next 12 months, with 21% expecting to double their spending. The top objectives include improving customer experience and loyalty, increasing booking conversions and reducing costs.
The research also highlighted uncertainty around how travelers are engaging with emerging technologies. Nearly a third of respondents (31%) said they do not know how customers are using generative AI to engage with their business, while 21% said they do not know where most of their customers, bookings and website traffic originate from via online search.
Investing across the online ecosystem
Operators are also reassessing online marketing and visibility strategies.
Instagram was identified as the most effective social media platform for marketing and business generation (61%), overtaking Facebook and LinkedIn. TikTok’s perceived impact declined ten percentage points compared to 2025.
Operators also said they plan to invest equally in social media platforms, AI/chatbots and website content over the next year as search and booking behaviors continue to evolve.
“Search behaviors are changing and becoming more nuanced across the market,” said Thauan “Ty” Albuquerque, sales manager for TravelTech Show. “This is the generation which is increasingly combining AI with social media to research, book and pay for trips.”
Albuquerque also said companies “can’t afford to take their eye off the ball when it comes to investing in the entire tech stack” if they want to maximize the value of AI and other emerging technologies.
The findings are based on a TravelTech Show survey of 103 travel company representatives conducted in April 2026.
