EP20: 40% drop in Google traffic? What giant travel operator, Forge Group are doing about it

In this episode of the AI Outcomes podcast, Ben Drakes is joined by Graham Donoghue, CEO of Forge Holiday Group, one of the largest holiday rental firms in the UK. Graham shares how AI is fundamentally transforming the way consumers search, book, and enjoy their holidays—and how Forge is staying ahead of the curve.From metadata optimisation and personalised travel recommendations to automating customer service and enhancing owner image submissions, Forge Holiday Group is turning AI into a company-wide advantage. Graham also lifts the lid on how 40% of their traffic is now coming via AI tools instead of Google Search, and how they’ve rolled out a company-wide AI upskilling program called “AI for All.”Chapters:00:00 GMT20250611-090740_Recording_640x36000:57 Introduction and Graham's Background05:16 Market Overview and Impact of Pandemic10:29 Shift from Google Search to AI and LLMs21:12 AI Business Transformation Program32:26 Governance and Implementation Challenges40:55 Future Plans and Token Economics44:46 Hyperpersonalization and Customer ExperienceConnect with Graham on LinkedIn: https://www.linkedin.com/in/grahamdonoghue/Website: https://forgeholidays.com/#AI #DigitalTransformation #TravelTech #Leadership #AIOutcomes