Generative AI is transforming how travelers discover and book trips, according to a PhocusWire interview with John Matson, chief revenue officer of Propellic, and Carlo del Mistro, founder of Stiplo.

Del Mistro said hotel owners often contact his company after finding their property missing from ChatGPT results. He likened today's AI visibility landscape to early SEO, when ranking drivers were poorly understood and constantly shifting. Matson said tracking is still early stage, though statistically relevant measurement is now possible to show movement on specific prompts.

Generative engine optimization (GEO) is growing in importance alongside traditional SEO, which both speakers said still plays a major role, depending on the LLM used. AI referral traffic remains small but is growing exponentially, with higher conversion since those visitors arrive already qualified.

On suppliers versus OTAs, Matson said he is bullish on suppliers, who can build products from physical assets and retain first party data.

Generative AI is transforming how travelers discover and book trips, according to a PhocusWire interview with John Matson, chief revenue officer of Propellic, and Carlo del Mistro, founder of Stiplo.
Del Mistro said hotel owners often contact his company after finding their property missing from ChatGPT results. He likened today's AI visibility landscape to early SEO, when ranking drivers were poorly understood and constantly shifting. Matson said tracking is still early stage, though statistically relevant measurement is now possible to show movement on specific prompts.
Generative engine optimization (GEO) is growing in importance alongside traditional SEO, which both speakers said still plays a major role, depending on the LLM used. AI referral traffic remains small but is growing exponentially, with higher conversion since those visitors arrive already qualified.
On suppliers versus OTAs, Matson said he is bullish on suppliers, who can build products from physical assets and retain first party data.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

A regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus is a regular dissection of the news, issues and trends in travel and technology, featuring interviews with industry executives and entrepreneurs and hosted by PhocusWire editors.

In Phocus

AI is reshaping travel discovery through generative engine optimization, and while tracking AI visibility remains early stage and murky like SEO once was, traditional SEO still matters, referral traffic from AI platforms is growing with higher conversion rates, and suppliers are gaining ground over OTAs due to their first party data and physical assets.