Sneak a peek at the future of SEO: Get a first look at our new AI whitepaper

It’s no secret that digital marketers are navigating uncharted territory in 2026 ... and that artificial intelligence (AI) is steering the ship.

For destination marketing organizations (DMOs), this means reevaluating strategies — from search engine optimization (SEO) to performance metrics and everything in between. The traditional digital marketing playbook is no longer enough to guarantee visibility, and many marketers are seeing a decline in organic website traffic.

To help you sail the rocky waters of your online presence — and more importantly, help reach new potential travelers online — our industry experts created a comprehensive guide packed with the insights and actionable strategies your DMO needs to adapt and succeed.

Here’s a glimpse of what you’ll find inside.
 

New search landscape explained

To get a clear overview of how AI is transforming search, the whitepaper breaks down:

• The rise of AI Overviews: Understand how Google’s AI-generated summaries are creating a "zero-click" environment and what it means for your website traffic.
• The power of conversational search: Learn how travelers are using platforms like ChatGPT and Gemini to plan trips, and how this changes the discovery phase.
• Key challenges for DMOs: Explore the data behind declining organic traffic and why traditional SEO tactics are falling short.
   

Rethinking your Key Performance Indicators

Measuring success looks different now. Our whitepaper introduces a new set of Key Performance Indicators (KPIs) that more accurately reflect your impact in an AI-driven world. Inside, you’ll find detailed sections on:

• Visibility in AI responses: Learn how to track your presence in AI-generated answers.
• Brand and topical authority: Discover why building trust with both users and AI is your new top priority.
• On-site engagement: Find out why metrics like scroll depth and engagement time are more telling than ever.
• High-value conversions: See why visitors from AI searches are often more qualified and ready to convert.
   

Actionable strategies for the AI era

This guide goes beyond theory to provide practical steps you can implement immediately. The whitepaper outlines how to:

• Optimize your content for conversation: Adapt your content with FAQ hubs, natural language, and a focus on user intent.
• Empower your local partners: Get strategies to encourage partners to supply the fresh, authentic content that AI algorithms favor.
• Adapt your marketing channels: Learn to treat social media as a search engine and integrate AI into your paid and email marketing efforts.

This evolution is just the beginning. By understanding these changes and implementing proactive strategies, you can turn the challenges of AI into powerful opportunities for growth.