{"id":6094,"date":"2025-09-13T13:12:00","date_gmt":"2025-09-13T11:12:00","guid":{"rendered":"https:\/\/tragento.com\/?p=6094"},"modified":"2025-09-13T13:12:00","modified_gmt":"2025-09-13T11:12:00","slug":"direct-booking-study-on-the-rise-as-google-ai-mode-changes-travel-planning","status":"publish","type":"post","link":"https:\/\/tragento.com\/en\/studija-direct-booking-u-porastu-dok-google-ai-mode-mijenja-nacin-planiranja-putovanja\/","title":{"rendered":"Study: Direct booking on the rise as Google AI tools change how people plan trips"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A new study by <strong>Propellic<\/strong>, carried out in collaboration with Clickstream Solutions and Growth Memo, reveals that even <strong>56 % bookings made via Google AI Mode were fulfilled directly with the hotel or activity provider.<\/strong>, which confirms that direct booking is on the rise as Google AI Mode changes the way travel is planned, while fewer than 10% of trips were completed through online travel agencies (OTAs).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These results clearly show how <strong>generative artificial intelligence<\/strong> redefine every step of the travel planning and booking process.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-rusi-tradicionalni-funnel\">AI is disrupting the traditional funnel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The traditional \u201cdreaming-planning-booking\u201d passenger funnel is now merging into <strong>unique AI environment<\/strong>. Google AI Mode is increasingly becoming the place where users make decisions about destinations, hotels, and activities, while classic search results are falling by the wayside.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For brands, this means that <strong>visibility within AI responses is becoming a key advantage<\/strong> \u2013 those who appear in AI recommendations also have a higher chance of conversion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-business-profile-kao-novo-digitalno-procelje\">Google Business Profile as a new digital frontage<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The study highlights the importance <strong>Google Business Profile<\/strong>, which increasingly replaces the role of the hotel website. When users in AI Mode click on local packages or inline profiles, they are more likely to continue exploring through photos, reviews, and prices directly within the Google environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For hotels and tourist companies, this means that <strong>Optimisation of profile with updated, AI-tailored content<\/strong> It is becoming crucial for attracting guests.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-povjerenje-u-ai-preporuke\">Trust in AI recommendations<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI-generated recommendations for destinations, hotels and activities in the study were rated with an average trust score of <strong>4,3\/5<\/strong>. This trust directly impacts a higher conversion rate, as travellers are more inclined to click and book content highlighted by the AI within the response.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-razgovorni-upiti-umjesto-kljucnih-rijeci\">Conversational queries instead of keywords<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of short keywords, users are now using <strong>longer, conversational queries<\/strong> which imitate natural speech. This allows AI to offer personalised and contextually relevant results, making traditional SEO strategies obsolete.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies are encouraged to adapt content precisely <strong>new conversational search mode<\/strong> \u2013 not only on websites, but also on Google profiles, in the media and in adverts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-buducnost-ota-a-pod-pritiskom\">The future of OTAs under pressure<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A small share of OTA reservations indicates <strong>The pressure that generative AI places on intermediaries<\/strong>. To remain relevant, OTA platforms will need to invest in <strong>AI-ready content, GEO strategies and personalised offers<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Travel decisions are now made quickly, transparently and with a high degree of trust \u2013 almost entirely within AI Mode. Those who adapt in time have the opportunity to secure the loyalty and trust of the next generation of travellers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read the entire study <a href=\"https:\/\/www.propellic.com\/research\">Here<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Nova studija tvrtke Propellic, provedena u suradnji s Clickstream Solutions i Growth Memo, otkriva da je \u010dak 56 % rezervacija napravljenih putem Google AI Mode-a realizirano direktno kod hotela ili pru\u017eatelja aktivnosti, \u0161to potvr\u0111uje da je direct booking u porastu dok Google AI Mode mijenja&#8230;<\/p>","protected":false},"author":2,"featured_media":2587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102,157,101,105,81,106,143],"tags":[],"class_list":["post-6094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencije","category-dmc","category-mice-kompanije","category-online","category-osvrti","category-touroperatori","category-turistickaindustrija"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - 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