Generative artificial intelligence is making airlines harder to find. When travelers ask an AI assistant about a flight, the system rarely directs them to the airline’s own website. Bain & Company and Profound analyzed 12,000 queries to data specialist ATPCO in August 2026. They found that only about 6 percent of results pointed to an airline. Travel agents and search engines were cited three times more often than the airlines themselves. One specific metasearch site alone accounted for 16.3 percent of these outbound citations, far outpacing the individual airline sites.
The role of third-party data
Travelers often rely on online travel agencies and metasearch engines like Google Flights or Skyscanner. These platforms collect information from many sources and present it in a single, unified format. Large language models prefer this structure because it simplifies their task. In contrast, airlines organize data for traditional systems like global distribution services. That structure does not always match the way people speak in natural conversation. This structural difference explains why intermediaries, which offer aggregated data in a unified format, are cited approximately three times more than the airlines themselves.
Some intermediaries have moved quickly to serve this new channel. Expedia or Booking.com have developed a module for ChatGPT. Skyscanner announced a partnership with OpenAI in May 2025. These companies use their access to detailed, structured airline data to answer broad questions. Because the AI pulls information from these sources, the travelers end up on a third-party site instead of the airline’s page. These actors have taken the lead in meeting the needs of this new search channel, ensuring the LLM has the data it requires to function effectively.
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Risks of indirect booking
This reliance on secondary sources creates problems for airlines. They lose control over the customer relationship and pay commissions they might not need. The report warns that intermediaries can also misrepresent offers. For example, a seat in Premium Economy might be described as Business Class. Missing details or uniform formatting can lead travelers to choose a different option than the airline intended. This compression of margins is a significant consequence, as the imposed presence of an intermediary forces airlines to pay commissions that may be unnecessary.
Adapting to the new search environment
AI agents do not only serve travelers who know exactly what they want. They also help people explore vague ideas. This “inspirational” side of search explains why airlines must adapt. Kristine Jenkins of ATPCO notes that airlines did not control every step of the journey before AI arrived. She believes the technology offers a chance for carriers to play a larger role. She emphasizes that the models of large language (LLM) offer products the opportunity to play a more significant role in this process.
To improve visibility, airlines must offer structured data that machines can read. They need to add semantic layers so that simple phrases like “wide seats” or “lounge access” connect to the right booking. Monitoring tools can help track how often the brand appears and ensure the information remains accurate. Without these changes, the gap between the airline and the customer will likely grow wider.