{"id":12131,"date":"2026-08-09T17:04:39","date_gmt":"2026-08-09T15:04:39","guid":{"rendered":"https:\/\/tragento.com\/?p=12131"},"modified":"2026-08-09T17:04:41","modified_gmt":"2026-08-09T15:04:41","slug":"rast-ai-vidljivosti-ne-donosi-nuzno-povecanje-bookinga","status":"publish","type":"post","link":"https:\/\/tragento.com\/de\/rast-ai-vidljivosti-ne-donosi-nuzno-povecanje-bookinga\/","title":{"rendered":"Rast AI vidljivosti ne donosi nu\u017eno pove\u0107anje bookinga"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong><em>Booking Holdings sve se \u010de\u0161\u0107e pojavljuje u odgovorima AI alata, no taj rast vidljivosti zasad se gotovo ne vidi u rezervacijama. Promet iz velikih jezi\u010dnih modela i dalje \u010dini manje od 1% ukupnih no\u0107enja kompanije.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Umjetna inteligencija postaje sve va\u017eniji dio putni\u010dkog discovery procesa, ali Booking Holdings jo\u0161 ne vidi zna\u010dajniji pomak u stvarnim rezervacijama koje dolaze iz ChatGPT-a i drugih velikih jezi\u010dnih modela. Financijski direktor Ewout Steenbergen tijekom objave rezultata za drugo tromjese\u010dje potvrdio je da pla\u0107eni i organski referral promet iz LLM-ova zajedno predstavlja manje od 1% ukupnih room nights. Taj se udio posljednjih mjeseci nije bitno mijenjao.<\/p>\n\n\n\n<h2 id=\"h-ai-vidljivost-jos-nije-isto-sto-i-konverzija\" class=\"wp-block-heading\">AI vidljivost jo\u0161 nije isto \u0161to i konverzija<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zanimljiviji signal dolazi iz drugog dijela funnel-a. Prema podacima koje Booking Holdings prati preko vanjskih izvora, njegovi se brendovi \u010desto pojavljuju u odgovorima AI platformi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za izvr\u0161nog direktora Glenna Fogela to ima vrijednost \u010dak i kada korisnik odmah ne klikne prema Booking.comu, Pricelineu ili Agodi. Ideja je da prisutnost u AI odgovorima ja\u010da prepoznatljivost brenda i pove\u0107ava \u0161ansu da se putnik kasnije vrati izravno na platformu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr <a href=\"https:\/\/tragento.com\/de\/kategorie\/tourismusbranche\/\" data-type=\"category\" data-id=\"143\">die Tourismusbranche<\/a> to otvara novo pitanje mjerenja. AI mo\u017ee utjecati na odluku putnika, a da pritom ne generira klasi\u010dan referral koji je lako pripisati odre\u0111enom kanalu.<\/p>\n\n\n\n<h2 id=\"h-direktni-kanal-ostaje-kljucna-obrana\" class=\"wp-block-heading\">Direktni kanal ostaje klju\u010dna obrana<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B2C direct mix Booking Holdingsa ostao je u rasponu srednjih 60%, otprilike na pro\u0161logodi\u0161njoj razini, unato\u010d pritisku Googleovih promjena prikaza rezultata i AI Overviews funkcionalnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Istodobno kompanija razvija <a href=\"https:\/\/tragento.com\/de\/kategorie\/reisetechnologie\/\" data-type=\"category\" data-id=\"82\">vlastita AI rje\u0161enja<\/a>. Priceline \u0161iri asistenta Penny, dok Agoda koristi vizualno pretra\u017eivanje koje povezuje fotografije hotela s relevantnim recenzijama gostiju. Cilj je ponuditi personaliziranije iskustvo od op\u0107ih AI platformi i zadr\u017eati korisnika unutar vlastitog ekosustava.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI ve\u0107 daje mjerljiviji rezultat unutar poslovanja. Tro\u0161ak korisni\u010dke podr\u0161ke po rezervaciji pada dvoznamenkastom stopom.<\/p>\n\n\n\n<h2 id=\"h-poslovanje-raste-ali-raste-i-cijena-akvizicije\" class=\"wp-block-heading\">Poslovanje raste, ali raste i cijena akvizicije<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Booking Holdings je u drugom tromjese\u010dju pove\u0107ao bruto rezervacije 9%, dok je broj no\u0107enja porastao 5%. Prihod je dosegnuo 7,4 milijarde dolara, uz rast od 8%, a prilago\u0111eni EBITDA pove\u0107an je 9% na 2,6 milijardi dolara.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Me\u0111utim, marketin\u0161ki tro\u0161ak rastao je br\u017ee, za 11%. Upravo zato AI za Booking Holdings trenutno izgleda manje kao zamjena za postoje\u0107e distribucijske kanale, a vi\u0161e kao nova bitka za vidljivost, brand recall i budu\u0107u akviziciju korisnika.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za nas u turisti\u010dkoj industriji poruka je jasna: prisutnost u AI odgovorima mogla bi postati va\u017ena prije nego \u0161to se njezin u\u010dinak jasno vidi u referral prometu. Upravo zbog toga ulaganje u AI vidljivost je ulaganje u budu\u0107nost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Booking Holdings sve se \u010de\u0161\u0107e pojavljuje u odgovorima AI alata, no taj rast vidljivosti zasad se gotovo ne vidi u rezervacijama. Promet iz velikih jezi\u010dnih modela i dalje \u010dini manje od 1% ukupnih no\u0107enja kompanije. Umjetna inteligencija postaje sve va\u017eniji dio putni\u010dkog discovery procesa, ali&#8230;<\/p>","protected":false},"author":2,"featured_media":7645,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":0,"footnotes":""},"categories":[82],"tags":[68,194,74,77],"class_list":["post-12131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-traveltech","tag-ai","tag-booking-com","tag-distribucija","tag-trendovi-2026"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Rast AI vidljivosti ne donosi nu\u017eno pove\u0107anje bookinga - Tragento<\/title>\n<meta name=\"description\" content=\"Saznajte o rastu\u0107oj ai vidljivosti booking.com uz manji utjecaj na stvarne rezervacije od strane velikih jezi\u010dnih modela.\" \/>\n<meta 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