Curacity Partner Content

AI is rapidly becoming the new front door for hotel discovery, but most properties remain invisible in AI-generated recommendations. As travelers increasingly use AI early in trip planning, hotels must rethink commercial strategies, break down internal silos, and optimize for AI visibility or risk losing future demand.

The Skift Data and AI Summit returns to New York City on June 3, 2026, bringing together travel industry leaders, technology innovators, and data experts to explore how artificial intelligence is reshaping the business of travel.

Generative AI platforms now shape travel shortlists at the inspiration stage. With 94% of hotels invisible in AI search results, only a narrow set makes it into consideration. Brands not present in the media sources informing these tools risk being filtered out before booking even begins.

As AI reshapes the travel marketing landscape, brands must rethink their approach to content strategy. A new report from Curacity reveals how marketers can shift from passive awareness-building to active, measurable demand creation through targeted storytelling and strategic distribution.

A new report highlights the changing perceptions of travel media and marketing, exploring how luxury and lifestyle hotel brands can succeed in attracting a dynamically diverse cohort of luxury guests in today’s travel environment.