AI Isn’t Ignoring Airlines. It Just Can’t Read Their Fares.
Photo Credit: Adobe's latest data illustrates how AI in travel in evolving — and who are poised to win or lose out. Courtesy of Adobe
Skift Take
Adobe says AI referrals are sending travel sites more engaged visitors. But the next advantage may belong to brands whose pages are easiest for machines to read.
Artificial intelligence is sending U.S. travel sites more visitors who stay longer, leave less often, and appear more engaged, according to new Adobe research released Wednesday. But Adobe’s findings also point to a second, more technical fight: whether AI systems can read enough of a travel brand’s site to surface it reliably in AI-driven discovery.
Adobe reported that traffic from AI sources to U.S. travel sites jumped 194% year over year in May, based on analysis of direct online transactions covering more than 8 million visits.
Those travelers spent 70% longer per visit than people from non-AI sources, bounced 41% less often, and were 21% more engaged.
But there's an exception, and it's a metric that matters most to book
