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Big Brands Dominate AI Search But Leave Openings For Smaller Sites via @sejournal, @martinibuster

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Big Brands Dominate AI Search But Leave Openings For Smaller Sites via @sejournal, @martinibuster

Research into travel queries suggests that personal experience and subjective judgment may help smaller publishers compete in AI search.

New research from BrightEdge shows that top brands in travel categories dominate the rankings in both ChatGPT and AI Overviews. What’s interesting is that while the BrightEdge data shows that the same brands are dominating travel queries, the top-ranked brands differ according to which sector/niche of travel is being inquired about.

What people choose has generally been biased toward whatever is the most well known. That’s the idea behind advertising, that the more well known a product is, the likelier it is to be chosen by a consumer, and if the consumer is delighted by the choice, they’ll generally stick with that choice (brand loyalty).

So it shouldn’t be surprising that big brands that are well known and trusted by consumers win out for each of their given sectors.

“American Airlines, Royal Caribbean and Expedia lead their categories on both Google AI Overviews
and ChatGPT.

Hotels have a different leader on each engine. Hilton leads Google AI Overviews at 28.3%. Marriott leads ChatGPT at 29.4%.

2.2x: Expedia’s visibility compared with Kayak on Google AI Overviews (31.3% vs 14.4%). On ChatGPT, the gap is 1.4x.

38%: share of booking-intent prompts on Google AI Overviews that name a booking platform, against 12% of inspiration prompts.

78%: Booking platforms appear in 78% of budget-related Google AI Overviews answers, compared with 17% of other answers.

9%: Only 9% of tracked Google AI Overviews prompts have booking intent.”


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