Search has become the front line of competition for traveler attention. While OTAs continue to dominate discovery and intercept bookings, a new generation of search and AI tools is giving brands the power to take back control. The opportunity now is not just to optimize keywords, but to reimagine search as a growth engine that builds brand authority, drives direct revenue, and safeguards long-term visibility.

This session explores how digital marketing leaders can evolve their search strategy to compete more effectively in an AI-driven landscape. Learn how to attract travelers through unbranded, intent-based discovery; how to strengthen your direct channel through better alignment of content, partnerships, and PR; and how to protect your brand from being outbid or overshadowed by intermediaries.

• Learn how to reposition SEO as a strategic growth driver that fuels direct bookings and protects brand equity.
• Understand how to expand reach through unbranded, intent-based content and partnerships that attract high-value travelers earlier in the journey.
• Discover how to leverage AI and modern SEO practices to reduce dependency on OTAs and create a more profitable, data-rich direct channel