Is AI changing the travel funnel?

Investment in artificial intelligence in travel is growing and companies are putting this spend into all parts of the sales funnel. The ways we find inspiration for travel is changing thanks to AI-generated content while AI-forward search engines like Perplexity and Google AI Mode are threatening the focus on paid search. What do companies need to know about the new LLMs.txt file for websites? Tour operators and travel agents are also exploring how AI can help them upsell to their customers while data-driven personalisation is driving the final purchase. Will customer loyalty in an AI world vanish? Our panel of experts separate the reality from the hype