Mirko Lalli

AI & Tourism · Keynote Speaker · Podcast Host · Global Expert on AI
@DataAppeal Founder. Author, teacher. @SingularityU & @Endeavor_Italy member.

[Mirko Lalli @mkl]

Paid clicks +8%, down from 13%. Cost per click +4%.

Google's answer: ads inside AI Mode threads, matched to the AI answer.

For hotels, bidding on your own brand buys a bit less each quarter. The shortlist now forms while the trip is still being planned.

https://t.co/5WiMFjN5UI

[Mirko Lalli @mkl]

12%. Google Search revenue growth in Q3 2026. It was 19% in Q1 and 17% in Q2.

Same quarter, query growth hit a five-year high.

On the earnings call Philipp Schindler said AI Mode queries grew fast and AI Mode monetizes less.

[Mirko Lalli @mkl]

10,1%: l'impatto totale del turismo sull'economia UE secondo la nuova strategia della Commissione. Che vuole anche agenti AI capaci di dire per chi lavorano.
Nuovo episodio, con @silviastrip e il Radar by https://t.co/cHE869pCtJ
https://t.co/6YJsCicWwd

[Mirko Lalli @mkl]

Airbnb's Q3 letter dates it: an AI agent that plans, books and supports trips ships H1 2027. Hotels included.

Airbnb already holds the guest's login, card and reviews.

Independent hotels: set your terms with agents in March, before one sells your rooms.

https://t.co/pFmcyapXhT

[Mirko Lalli @mkl]

1,2%. Tanto prendono enti del turismo e siti istituzionali tra le citazioni di Google AI Mode sui viaggi.

Blog indipendenti 56,8%. OTA 11,1%. YouTube in 76 risposte su 100 (Search Agency).

DMO: meno campagne, più fatti strutturati che l'AI può citare.

https://t.co/cnAtpiplGl

[Mirko Lalli @mkl]

The catch: the extra only pays out if the sale closes in Shop or https://t.co/WKypoZ3ehG. Not on the merchant's site.

Hotels know this one. OTAs already sell visibility for commission points.

When an agent books a room, who is it working for?

https://t.co/W3G3t5i9SH

[Mirko Lalli @mkl]

0.3%. That's what Shopify now pays the developer of an AI shopping agent when a shopper buys a promoted product the agent surfaced.

Stores on Shop Campaigns can add more. Shopify's own example: 1.5%.

[Mirko Lalli @mkl]

Il 58% dei viaggiatori paga di più per la cancellazione gratuita. Gli assistenti AI la usano per cancellare e riprenotare appena trovano meno.
Nuovo episodio, con @silviastrip sulle garanzie meteo e il Radar by https://t.co/cHE869pCtJ
https://t.co/VQphaUTIF8

[Mirko Lalli @mkl]

Reddit lost over a million Google search referrals a day in October. CEO: AI Mode "does not drive traffic."

If Reddit can't get the click, an independent hotel won't either.

Now: how OTAs and reviews describe you, and if an AI agent can book you.

https://t.co/JXdV8XYi8A

[Massimiliano Ventimiglia @mavex]

Social media came for our attention. Chatbots come for our attachment.

Sherry Turkle, MIT, on her new book Artificial Intimacy. https://t.co/RBqjwdXvTZ

[Mirko Lalli @mkl]

18% degli intervistati in Germania, UK, Francia e USA ha scelto meta, hotel o volo con ChatGPT, Gemini o Siri. Un anno fa era il 10% (YouGov).

DMO: chiedete a ChatGPT in tedesco e inglese dove andare nella vostra zona. Se non comparite, il lavoro è lì.

https://t.co/SfAORYY49p

[Mirko Lalli @mkl]

The context: 3,300 jobs cut in September to remove management layers. GPT-6.1 Sol at about a fifth of the price of OpenAI's top model.

The brief, the deck, the weekly numbers: now priced like a utility. Travel offices run on that work.

https://t.co/5DMMeHP4FR

[Mirko Lalli @mkl]

1,000 employees in the pilot. 30,000+ in the rollout.

Uber is giving OpenAI's ChatGPT Work agent to all staff. It plugs into Gmail, Drive, Calendar and Slack and hands back finished meeting briefs, decks and data analysis.

[Mirko Lalli @mkl]

Fino al 30% a prenotazione: è la commissione che un agente AI potrebbe chiedere agli hotel. Wyndham apre agli agenti, Meta vuole la sua fetta.
Nuovo episodio, con @silviastrip da Officina Turistica e il Radar di https://t.co/cHE869pCtJ.
https://t.co/MlUjrMSA3a

[Mirko Lalli @mkl]

53% of hotels use AI to set rates. Only 10% fully trust it.

Now Wyndham is opening its inventory to AI booking agents from Meta and OpenAI. Agents won't doubt those rates.

Independent hotels: which system feeds yours to agents, and on whose terms?

https://t.co/Rf4NZrLRAN

[Mirko Lalli @mkl]

5,9%: le imprese canadesi di alloggio e ristorazione che usavano l'AI nel 2024. Tra le PMI OCSE, il 26%.

L'OCSE avverte: l'AI agentica può scavalcare le piattaforme di destinazione. Destination Canada ha unito 25 miliardi di righe di dati da 205 fonti.

https://t.co/Hq8lcf17sg

[Mirko Lalli @mkl]

Across ~500 pages where ChatGPT drove 5%+ of visits: -31k ChatGPT referrals a day, +26k direct. Mobile first-time share went from 36% to 44%.

Hotels: annotate Oct 8-10 in GA4 and read ChatGPT and direct together.

https://t.co/lC7KfaDFlH

[Mirko Lalli @mkl]

ChatGPT referrals fell 60% in a single day. The visitors didn't go anywhere.

GPT-6 rolled out Oct 8-10. Links now open in a new tab with no referrer and no utm_source, so analytics files those visits under direct.

[Mirko Lalli @mkl]

Su 100 fonti che l'AI cita quando racconta l'Italia, 2 sono siti di hotel e 8 di enti del territorio. Le OTA 15.
Nuovo episodio del podcast, con @silviastrip da Officina Turistica e il Radar di https://t.co/cHE869pCtJ.
https://t.co/gcU41BSURZ

[Mirko Lalli @mkl]

Since Sept 28, https://t.co/6VUsa6yiJV stopped passing guest phone numbers to PMS and channel managers.

Independent hotels noticed only when pre-arrival WhatsApp went quiet.

If Booking vanished tomorrow, how many of last month's guests could you reach?

https://t.co/jHUbspKZ4D