When AI answers a Hyatt question, it pulls from NerdWallet 13.6% of the time. Hyatt? Just 10.3%, according to new data from an insights firm which pulled real platform data on an analysis of thousands of prompt instances.
The result: Reddit outranks most hotel brands on general hotel questions, and NerdWallet is the most-quoted source on U.S. flight queries. Hotels and airlines built websites to sell rooms and seats. But AI is answering the questions — and looking elsewhere for answers.
AMPERITY + SKIFT
New research from Skift and Amperity, based on insights from more than 350 senior travel leaders, examines how the industry is working to turn fragmented data into real-time personalization — and what separates leaders from the rest.
EDITOR’S PICKS
Sierra AI CEO Bret Taylor on Agents, Loyalty, and Distribution
April 14, 2026
In this Skift Take Sessions episode, Wil Slickers sits down with Skift Head of Research Seth Borko to break down what matters most from Rafat Ali’s Skift Global Forum conversation with Sierra AI CEO Bret Taylor, who also chairs the OpenAI board.
SKIFT PODCAST NETWORK
AI is becoming the new front door to travel, and consumer behavior is moving faster than most companies can keep up.
In this Skift Take Sessions episode, Wil Slickers sits down with Skift Head of Research Seth Borko to break down what matters most from Rafat Ali’s Skift Global Forum conversation with Sierra AI CEO Bret Taylor, who also chairs the OpenAI board.
Is AI actually changing how Asia books travel - or just adding cost? Agoda's CEO takes the stage at Skift Asia Forum in Bangkok, April 29. Register now.
SKIFT RESEARCH
How are public travel tech companies performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.
