As generative AI reshapes how travelers discover and plan trips, new questions are emerging about visibility, attribution, and brand control. For travel brands, LLMs represent both a disruptive threat and a transformative new channel—one that could redefine the traveler relationship.

Get an inside look at how Tripadvisor is approaching this shift through a strategic balance of partnership, data discipline, and product innovation. Explore how the company is integrating with ChatGPT to capture new audiences, safeguard brand identity, and build a foundation for AI-powered personalization that spans every digital touchpoint.

• Understanding how generative AI is creating a new discovery and distribution channel in travel.
• Exploring the guardrails and governance models that preserve brand integrity and data ownership in AI partnerships.
• Learning how data infrastructure and personalization are enabling automated, cross-channel customer experiences.