ChatGPT Cites Travel Most, Education Least in New Report

Top view of young couple with laptop planning vacation trip holiday, desktop travel concept. — Image credit: Search Engine Journal

ChatGPT included citations in 22.6 percent of travel-related answers and 4.8 percent of education-focused answers in May 2026, a significant divergence from its overall citation average, according to a new report.

The Generative AI Landscape report by Similarweb, a digital intelligence company, found that travel was the leading sector for citations, followed by retail at 13.5 percent and sports at 10.7 percent.

The overall citation rate for ChatGPT saw a more than fivefold increase, rising from 1.3 percent in June 2025 to 6.8 percent in May 2026, though this growth was not consistent over the period, Similarweb reported.

Reviews and user-generated content collectively accounted for 28.9 percent of all citations, while news and publisher sites made up 26.0 percent in May 2026.

The types of sources cited by ChatGPT varied significantly depending on the topic, the report indicated. In the beauty sector, retail and e-commerce sites dominated citations, comprising 54.7 percent of sources.

Conversely, in the travel category, reviews and user-generated content were the most common citation sources, making up 54.1 percent.

Roger Montti, a senior reporter at SEJ (Search Engine Journal), previously highlighted the implications of these findings for brands seeking visibility through AI platforms. Montti emphasized that understanding these citation patterns is important for developing effective content strategies.

Resoneo, a digital marketing agency, also noted the importance of adapting brand strategies to align with how AI models like ChatGPT source information.

All data presented in the Similarweb report refers to U.S. desktop usage. The company stated that the findings are based on estimates and extrapolations from third-party sources and are not warranted for accuracy or completeness.

Source: Search Engine Journal