At Skift Research, we think travel leaders need to be a little Google-obsessed. It’s one of the most important drivers of bookings, and our data shows Google is undergoing a real-time AI transformation with massive implications for the industry.

Google has been a critical part of the tourism marketing funnel for decades. Now, as the search giant reinvents itself for the AI era, the downstream impact on the entire travel industry could be dramatic.

Skift Research’s latest research report – AI, Google, and the Shift from Keywords to Context in Travel – tracks how Google is embedding AI tools into its search platform and what it means for travel marketers.

In a 2023 study, Skift laid out four key areas where generative AI could impact the travel industry. We believed AI would first impact internal tools and customer support, and there have been a slew of product launches in those areas.

But we also predicted the most profound impact would be in search, though it would t