AI Search Is Reshaping Discovery
The clearest theme across the digital sessions at ITB Berlin 2026 was the acceleration of AI-powered search and its specific impact on travel. Google's AI Overviews and similar features from competitors are now the first result many travellers see for destination and planning queries - and the brands appearing in those summaries are not necessarily the ones with the highest traditional rankings.
Generative Engine Optimisation (GEO) was discussed repeatedly. The consensus: brands that are cited in multiple authoritative sources, have clear entity signals across the web, and produce content with named authors and verifiable expertise are consistently appearing in AI-generated answers. Those that rely on generic SEO content are being filtered out.
The practical implication is that investing in genuine thought leadership - articles like this one, interviews, original data, named expert content - now has a direct return in AI search visibility that did not exist 18 months ago.
First-Party Data Is Now Non-Negotiable
With third-party cookies now effectively retired across major browsers, the conversation at ITB has shifted from "should we build first-party data infrastructure" to "why have you not done this yet." The brands presenting the strongest digital cases all had robust email lists, loyalty mechanisms, or community platforms that give them direct relationships with past and prospective travellers.
For smaller operators and boutique hotels, the entry point is simpler than it sounds: a genuinely useful lead magnet (a destination guide, a packing list, a local insider PDF), an email welcome sequence that builds relationship before it pitches, and a CRM that tags contacts by travel interest and stage. That is the foundation everything else is built on.
Short-Form Video in the Booking Journey
Multiple sessions presented data showing that short-form video is now a meaningful part of the research phase for travel bookings, particularly for travellers under 40. Instagram Reels and TikTok are being used not just for inspiration but for destination research and operator comparison.
The brands doing this well are not producing polished brand films. They are posting short, specific, first-person videos: "what it is actually like to trek this route in February," "the hotel room tour no one shows you," "three things I wish I knew before visiting." Specificity and authenticity consistently outperform production quality.
For brands without a video strategy, the lowest-effort starting point is repurposing existing photography into simple slide videos with captions and posting consistently rather than perfectly.
Sustainability Content and Search Intent
Search interest in sustainable and responsible travel has continued to grow, but the pattern of queries has shifted. Travellers are searching less for "eco-friendly hotels" and more for specific, verifiable claims: "hotels with solar power," "carbon neutral tour operators," "wildlife tours that support conservation." Generic sustainability claims are being ignored; specific, evidenced ones are converting.
If your brand has genuine sustainability credentials, they need their own content - a dedicated page with specifics, not a paragraph buried in your About page. That content will increasingly surface in AI search results for travellers who prioritise responsible travel.
Three Things to Do This Quarter
1. Audit your entity signals. Search for your brand name, founder name, and key services. Check that your website, LinkedIn, Google Business Profile, and any industry directories are consistent and complete. Inconsistency in entity data is one of the clearest GEO weaknesses we see.
2. Start building a first-party list. If you do not have a lead magnet and email sequence, create one this quarter. The sooner you start, the larger and more valuable the list becomes.
3. Test one short-form video. Pick your most commonly asked question - "what is the best time to visit," "what is included in the price," "what should I pack" - and answer it on camera in under 60 seconds. Post it, watch the engagement, and decide from real data whether to continue.
If you want to talk through any of these in the context of your specific brand, get in touch.
