What Is AI Visibility? A Complete Guide
Learn about AI visibility, how it differs from traditional SEO, and how to measure and improve your brand’s presence across AI Engines
AI Visibility Leaderboard For Travel Brands
Explore the top Travel brands getting visibility in AI engines in September 2026, ranked by AI Share of Voice.
AI visibility ranking of Travel brands
| Rank | Visibility Score | Change |
|---|---|---|
2.98% | ||
4.21% | ||
0.97% | ||
1.07% | ||
2.42% | ||
0.39% | ||
1.98% | ||
0.27% | ||
1.32% | ||
3.26% |
Domains with the most citations in AI in the Travel category
transportation.gov is the top cited domain in September in the Travel category with 117 cited URLs, followed by expedia.com with 355 cited URLs. See the list below:
Top prompts around Travel topics
The top prompt in the Travel category in September was "airbnb vs booking.com — which is better for accommodation?", followed by "Are flight price alerts better on airline sites or third-party platforms, and which ones actually notify quickly when fares drop?". See the list below:
Top prompts
| Prompt | Top Brand | Topics | Citations |
|---|---|---|---|
airbnb vs booking.com — which is better for accommodation? | |||
Are flight price alerts better on airline sites or third-party platforms, and which ones actually notify quickly when fares drop? | |||
best app for finding things to do in a new city? | |||
Track Top prompts about Travel month over month
See which topics and sub-topics are growing or declining in AI Search
Try it for freeHow to Use the Travel AI Visibility Leaderboard
- Step 1: Choose your Category, Country, AI Engine, and Ranking date, then click Go to scope the data to the market and platform you care about.
- Step 2: Read the Travel rankings. The table shows the top 10 brands by AI Share of Voice. The Visibility Score tells you how dominant a brand is in the Travel category, and the Change column shows how fast it is moving month over month.
- Step 3: Dig into Travel citations and prompts. Scroll down to see which domains and pages AI engines cite most, and which user queries are driving those responses. This is where you find the content gaps your brand can fill.
- Step 4: Click any Travel brand for its full AI visibility profile. Each brand page shows its Visibility Score in the Travel category charted week by week, its current ranking, and a side-by-side comparison against all top 10 competitors.
Travel AI Visibility: Key Takeaways for September, 2026
Expedia leads the category with a 16% Visibility Score. Ranked #1 in the on ChatGPT for September, 2026, Expedia's visibility -2.98% month over month, a solid win that reflects its continued role as AI engines' default reference for definitional and encyclopedic queries.
Booking.Com is the fastest-growing brand in the top 3. At #2 with a 14% Visibility Score, Booking.Com showed a -4.21% change month-over-month. AI engines are increasingly surfacing Booking.Com as a high-signal source.
Google Flights holds #3 with steady momentum. With a 13% Visibility Score and a -0.97% monthly Visibility Change, Google Flights is close behind Booking.Com, which makes the #2 position one to watch in the coming months.
Resources & Guides
We cover the full spectrum of AI search optimization, from the fundamentals of AEO and GEO to advanced strategies for improving brand visibility, tracking citations, and measuring performance across AI engines. Browse the guides below to find what's most relevant to where you are in your strategy.
Explore our full AEO & SEO suite:
GEO Tools
Get a suite of tools built to influence how LLMs mention your brand and refer traffic to your site.
Brand Visibility
View the percentage of AI responses that mention your brand out of all analyzed answers.
Citation Analysis
Identify the sources influencing AI answers for your topics down to the exact link so you can build stronger partnerships.
Prompt Analysis
Review the prompts people enter about your topics, what AI responded, if you’re mentioned, and what sources it used.
Sentiment Analysis
Filter AI mentions by positive, neutral, and negative to see how AI is representing your brand. Then click in to each category to read more.
AI Traffic
Track the total amount of traffic AI is referring to your site from within conversations.
Keyword Research
Identify keywords and variations with high traffic potential instantly. And spot emerging trends with fresh data from the last 28 days.
Rank Tracker
Monitor your daily rankings and spot which terms trigger AI Overviews.
Backlink Analytics
Monitor daily backlink gains and losses to understand link momentum. Then, uncover competitor backlinks to find new link-building opportunities
SEO Audit
Crawl complex sites at speed, site-wide or at or folder/page level. Plus, stay on top of fixes from over 300+ performance factors analyzed.
FAQ
What is the AI Visibility Leaderboard?
The Similarweb AI Visibility Leaderboard is a free tool that ranks brands by how visible they are in AI-generated search answers, by category. For any industry vertical, it shows the top brands by visibility score, the domains AI engines cite most often, the specific URLs being referenced, and the actual user prompts driving category queries. Data can be filtered by category, country, AI tool, and date, making it a benchmarking resource for brands that want to understand where they and their competitors stand in AI search, without needing a paid subscription.
What is an AI visibility score and how is it calculated?
An AI visibility score is a normalized 0 to 100 metric measuring how frequently and prominently a brand is mentioned or cited in AI-generated answers across AI engines. It combines mention rate (how often the brand appears), prominence (primary vs. trailing mention), citation rate (how often a brand's domain is sourced), and cross-engine consistency. Unlike a Google keyword ranking, it measures whether your brand is mentioned inside the AI's answer, not just whether your page ranks in a list of results.
What is the difference between an AI brand mention and a cited domain?
A brand mention is when an AI engine names your brand in its generated response. A cited domain is when the AI references a specific URL as a source for its answer. A brand can be mentioned frequently without being cited as a source, and vice versa. The Similarweb AI Visibility Leaderboard tracks both: the brand visibility score reflects mention frequency and prominence, while the Top Cited Domains table shows which websites AI engines actually pull from when answering category queries.
What is Influence Score?
Influence Score measures how often a specific page is cited across AI responses during a chosen timeframe. If a URL appears in many answers relatively to competitors URLs, its Influence Score will be higher. If it appears less than other URLs, the score will be lower.
Why do AI visibility rankings differ by AI tool?
Each AI engine uses different retrieval logic and weights different source types. Perplexity skews toward authoritative list articles and review platforms, while ChatGPT relies more on third-party validation, community sources, and evergreen content. Gemini integrates Google's search ranking signals more heavily. A brand can lead on one engine and be largely invisible on another, which is why the leaderboard's AI Tool filter is essential for competitive AEO strategy.
How do I use the leaderboard to improve my brand's AI visibility?
Use the Top Brands table to benchmark your position, the Top Cited Domains to identify which third-party sites drive AI citations in your category, and the Top Prompts to map the actual queries shaping AI answers. To act on what you find, track performance over time, monitor citation sources, and benchmark share of voice continuously with Similarweb's AI Search Intelligence platform. Free trial available.
What are top cited domains and why do they matter for AI search strategy?
Top cited domains are the websites AI engines reference most often when generating answers for queries in a given category. These are not necessarily the top-ranked sites in Google. A domain may be cited hundreds of times in a month because AI engines treat community platforms and review sites as trust signals. For brands, identifying these domains reveals where to earn coverage: a mention or backlink from a consistently cited domain directly improves the probability of appearing in AI-generated answers.
How is AI visibility data in the leaderboard collected?
Similarweb's AI visibility data is derived from tracking AI-generated responses across major answer engines, including ChatGPT, Perplexity, Gemini, and Google AI Overviews, using a defined set of prompts mapped to each category. The platform monitors which brands are mentioned, how they are positioned in responses, which domains are cited as sources, and which specific URLs are referenced. This is part of Similarweb's broader AI Search Intelligence suite, which also tracks AI referral traffic from ChatGPT, Gemini, Perplexity, Grok, Claude, and DeepSeek.
How often does AI visibility change and how frequently is the leaderboard updated?
AI citation patterns are more volatile than traditional search rankings. Brand mention rates shift in response to new content, earned media, algorithm updates, and competitor activity. The leaderboard's Ranking Date filter lets you compare snapshots across months to identify emerging leaders, brands losing share, and citation sources gaining influence in your category.
Can I use the leaderboard to track competitors' AI visibility?
Yes. The Top Brands table shows visibility scores across your full competitive set for any category and AI tool combination. You can identify which competitors rank above you, which have the strongest citation volume, and whether their position is consistent across AI engines or concentrated in one platform. Pairing this with the Top Cited Domains and Top Cited Pages data reveals what's driving competitor rankings, whether it's a specific comparison article, a review platform relationship, or editorial coverage from a frequently cited domain. For ongoing monitoring, Similarweb's AI Brand Visibility tracker enables prompt-level share of voice tracking across the top 30 brands in any tracked topic.
What is the relationship between AI visibility ranking and traditional SEO performance?
They are related but diverge significantly in practice. A brand can hold strong organic rankings and still score low on AI visibility if its content doesn't match the answer-first format AI engines extract from, or if third-party sources favor competitors. Brands with modest SEO rankings can achieve strong AI visibility through consistent mentions on high-authority cited domains, structured data, and coverage in the content types AI engines prefer, primarily comparisons, roundups, and data-backed guides.