Propellic publishes the first behavioral study on AI visibility in travel

Propellic, the leading travel marketing and advertising agency, has published The state of AI visibility for travel, a behavioral study of how travelers research, trust and book trips with AI. It’s the agency’s second study of AI in travel. Its 2025 research, From Search to Purchase, examined how AI was changing every stage of travel booking inside Google AI Mode. This year’s study widens the lens to more AI tools, with each traveler free to use whichever they AI tool already had, and follows them for a full week. Fielded with Touchstone Research in August 2026, it recorded travelers’ screens as they chose destinations, researched hotels, built multi-day itineraries, found day tours and moved to booking. Nobody was asked to rate AI. The brief was to plan a trip.