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Visibility vs. Discoverability: The AI Metric Most Destination Brands Are Missing

Schema may help AI understand your destination. Earned media helps AI trust it. As we all settle into the reality that AI is becoming a major source of travel discovery, the role of travel PR is coming into sharper focus. Our value is evolving in two important ways: helping destinations stay visible to AI and creating the third-party citations AI systems rely on. Earned Media 2.0 Think of it as earned media 2.0. AI relies on information that already exists across the web. If

And that changes the role of PR entirely. Most people think of AI as a travel planning tool. But there's something bigger happening: AI is also shaping travel inspiration, and that's exactly where PR professionals have an opportunity to influence the narrative and where we're all scratching our heads to figure out how. Recently, I started tracking which sources appear when travelers ask AI platforms about my clients. Then a new Muck Rack report confirmed what I had been notic

Recently, I started testing what AI says when travelers ask about my clients: things to do, where to go, what makes them special. My destination clients came up. That part was reassuring. What surprised me was the sources AI was citing. Not the features in Condé Nast Traveler. Not the Travel + Leisure placements I’d worked hard to secure. Instead, bloggers I’d never heard of. Small sites. First-person posts written in plain, simple language. To be fair, this isn't only an AI