Skift: Travel Sites Fail AI Optimisation

Travel Brands' AI Visibility Challenge

A recent audit by Skift, published 9 November 2026, reveals that many prominent travel brands are not adequately configuring their websites for artificial intelligence (AI) crawlers. The review examined the `robots.txt` files of 50 major travel websites, which are crucial for instructing automated programs on accessing and indexing site content.

Skift's findings indicate that only 10 of these 50 sites included specific directives tailored for AI crawlers. The majority of the audited websites either grouped AI bots with general web crawlers or relied on default settings, potentially hindering their visibility within AI-driven search and planning tools.

Surging AI Engagement from Travellers

The need for precise AI crawler guidance has grown significantly as travellers increasingly turn to AI for their trip planning and research. Adobe reported in July this year that AI visits to travel sites had surged by 119% year-over-year.

This substantial increase highlights a clear shift in consumer behaviour, with AI becoming a more integral part of how individuals discover, compare, and potentially book travel services. Without specific instructions, travel brands risk their content being overlooked by the very AI tools that a growing number of travellers are using.

Missed Revenue and Content Bottlenecks

Adobe analyst Vivek Pandya has identified a significant bottleneck within the travel sector due to these website configuration issues. Pandya observed that considerable portions of travel and retail sites, particularly in the United States, remain unreadable to machines. This lack of machine readability restricts the content's presence in AI search results.

Pandya stated that when large language models (LLMs) cannot easily access brand content, such as details on amenities, pricing, or availability, it results in "potential revenue being left on the table" for these businesses.

Implications for Asian Travel Operators

The findings from Skift and Adobe carry direct implications for Asian travel industry players. Many leading Asian airlines, hotel groups, and online travel agencies (OTAs) operate sophisticated digital platforms that serve a global audience.

If these platforms mirror the observed trend of insufficient AI crawler optimisation, they risk a competitive disadvantage in the global market. Reduced visibility in AI-powered search results could lead to lower engagement from international travellers using these tools, impacting bookings and revenue for Asian operators.

Tourism boards and destination marketing organisations across Asia must also ensure their digital content is AI-readable to effectively attract visitors using advanced planning technologies.