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Search has evolved. With the arrival of LLMs, the journey from query to purchase has been redefined. Once viewed purely as informational answer engines, these models now serve as a vital transactional layer for ecommerce. This guide breaks down how to leverage this shift to boost sales and engagement.

This whitepaper includes insights from our latest event with OC&C Strategy Consultants, Travel in 2026. It explores everything from macroeconomic headwinds to AI disruption, the modern media landscape and the future of tourism.

In this guide, we break down how to conduct multilingual keyword research to enhance your international SEO strategy, even when you don’t speak the language.