World Panel discusses impact of generative AI in travel search advertising
Description
The sources discuss the potential impact of generative AI on the search advertising landscape. While traditional cost-per-click (CPC) models have long been dominant, the emergence of AI-powered search engines, such as Perplexity, raises questions about the future of click-based advertising. The shift towards generative AI may lead to a decrease in clicks as users find answers directly within search results, leading to a potential move towards cost-per-mille (CPM) models. Experts offer diverse opinions on the transition, with some suggesting a gradual shift towards CPM, while others argue that CPC models will continue to play a significant role. Regardless of the future trajectory, there is a consensus that marketers must adapt to the evolving landscape by focusing on creating high-quality content, diversifying traffic sources, and experimenting with new pricing models.
About Hospitality Net
For more than 25 years, Hospitality Net has been at the center of the global hotel and hospitality industry. Over this time, it has built a unique and trusted ecosystem where professionals come to share knowledge, insights, and perspectives. As a neutral and independent platform, Hospitality Net is respected by industry leaders worldwide for providing reliable information and a space where diverse voices in hospitality can be heard. Visit hospitalitynet.org.
United States
