The Invisible Funnel: Marketing in a World You Can't See Anymore

Destination marketing funnels haven’t disappeared...they’ve gone invisible. AI, algorithmic feeds, and zero-click discovery are shaping travel decisions long before (or if ever) websites or campaigns are engaged. This session reframes how destinations understand discovery, influence, and demand in a system-driven world, offering practical frameworks to adapt strategy, measurement, and content for what travelers actually experience today.

Takeaways: 

• A concrete set of moves they can run inside their own organization:
• Audit their AI presence before spending another dollar (run the 15-20   questions a visitor would actually ask an AI tool and see whether you appear,   and whether it's accurate).
• Add brand visibility as a tracked KPI alongside room nights and economic   impact, with a rehearsed answer for when a board member asks what a   "citation" is worth.
• Structure content for citation, not just clicks (schema, named entities,   attributed data, GEO fundamentals their web vendor should already be   discussing).
• Stop treating AI search as an SEO hand-off and start treating it as the   leadership-level brand problem it is.
• Do the culture work first, because none of the tactical work lands if the   team isn't ready to execute it.