Forum Moderators: Robert Charlton & goodroi
Booking Feels Google AI Effects - Plans SEO decline
The big guys are feeling the impact of AI on SEO and are planning for further declines.
* Booking Holdings has confirmed Google’s AI Overviews are reducing its organic search traffic.
* Management says SEO is now only a small part of its business, with direct traffic and paid search far more important.
* Booking also said appearing in AI answers is strategically important, but AI referrals remain relatively small today.
* A reminder that building brand, proprietary data and AI-citable content is becoming increasingly important as search evolves.
[skift.com...]
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Yep, I think everyone's feeling it...
I just picked up on this which contrasts with the above in travel search.
Expedia CEO Ariane Gorin, Q1 2026:
“Answer Engine Optimization is now our fastest-growing channel.”
Expedia says AI traffic/bookings are still small, but repeated in Q2 that AEO remains one of its fastest-growing channels.
Go figure. SEO > AEO?
Go figure. SEO > AEO?
I have been referring to AEO for quite some time now and have actually launched three AEO global sites in the past few months. As yet I have not felt the necessity to AEO our hotel site but do have plans to do so.
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