Observatory · Sector

How AI engines recommend travel and leisure providers

Google AI Overviews appears on only 53.6% of travel and leisure buying searches, the lowest rate of the nine sectors, and reviews and directories make up 6.2% of AI-cited sources, the highest share. Data: 84,359 answers, July 12 to October 11, 2026.

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Updated 11 October 2026

84,359

answers analysed

54%

ai overview displayed

20%

rankings among sources

7.1

sources per answer

Types of sources cited : Travel and leisure

Share of rankings among cited sources, by engine (Travel and leisure)

Searches where Google displays an AI Overview, by sector

Travel and leisure (accommodation, activities, tours) is the second-largest sector in the Observatory with 84,359 answers from ChatGPT, Google AI Overviews and Perplexity. Brand sites, media and blogs make up 71.3% of cited sources, rankings 20.4%, reviews and directories 6.2% and forums 1.7%.

ChatGPT leans more on third parties than the other engines here: rankings make up 26.6% of its sources, reviews and directories 8.0% and forums 3.5%. Google AI Overviews cites brand sites, media and blogs for 88.3% of its sources and rankings for only 8.9%.

Google shows an AI Overview on 53.6% of travel searches, so classic results still carry much of the demand. When it does show one, it cites 9.5 sources per answer. Perplexity cites a source in 85.0% of its answers, its lowest rate in any sector.

For a travel brand, reviews and travel lists drive ChatGPT, while your own pages drive AI Overviews and Perplexity.

Method

406,626 AI answers collected every day from July 12, 2026 to October 11, 2026 on over 1,700 purchase-intent questions tracked by Archipel (mostly in French, plus the United States and the Netherlands). ChatGPT, Google AI Overviews, Perplexity and Copilot: Profound data. Claude and Gemini: Peec AI data. Sources are classified automatically from their address and title. Figures are aggregated: no brand or client is published. Free to reuse with a link to this page.

FAQ

Frequently asked questions

How often does Google AI Overviews appear on travel searches?

Google AI Overviews appears on 53.6% of travel and leisure buying searches tracked by Archipel, the lowest rate of the nine sectors in the Observatory.

Which sources do AI engines cite for travel and leisure?

For travel and leisure, AI engines cite brand sites, media and blogs for 71.3% of sources, rankings for 20.4%, reviews and directories for 6.2% and forums for 1.7%, based on 84,359 answers.

Do reviews matter for travel brands in ChatGPT?

Yes, reviews and directories make up 8.0% of the sources ChatGPT cites on travel and leisure buying questions, and rankings 26.6%.

Does ChatGPT cite forums for travel questions?

ChatGPT cites forums for 3.5% of its sources on travel and leisure buying questions, more than in most sectors.

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