Crane Index™ Research › AI Readability 2026 › Travel and Tourism
Crane Index™ · Annual edition
UK Travel and Tourism AI Readability 2026
As of 1 October 2026, the median UK travel and tourism site scored 50 out of 100 on the Crane Index™, the measure of how readably a site presents itself to AI engines. Across the 86 sites a machine could read, scores ran from 19 to 73, a 54-point gap between the strongest and the weakest.
The 2027 edition is scheduled. UK AI Readability 2027 is pinned to the scan scheduled for 1 January 2027. The figures on this page stay fixed to 1 October 2026.
What this measures. The score reads how readably a site presents itself to AI engines: entity markup, structured data and machine resolvability. It is not a measure of design, brand or quality. A site can look excellent to a person and still be hard for a machine to read, and a low score is a readability finding, never a judgement on the business.
The field in 2026
The field was led by Princess Cruises at 73, with Avis next at 72. 6 sites cleared 70 out of 100, and 29 scored below 40.
At the foot of the field sat Trailfinders at 19, Sabre at 19, Amadeus at 19. Each is a site a machine struggled to read, not a business doing anything other than well at what it does.
The full 2026 ranking
Composite out of 100, with the three reads behind it: AI Search Readiness (retrieval), Agent Readiness (execution) and Brand Representation.
| Rank | Organisation | Crane Index | Search | Agent | Brand |
|---|---|---|---|---|---|
| 1 | Princess Cruisesprincess.com | 73 | 81 | 84 | 54 |
| 2 | Avisavis.com/en/home | 72 | 83 | 66 | 66 |
| 3= | Holland America Linehollandamerica.com/en/us | 71 | 73 | 94 | 46 |
| 3= | Hostelworldhostelworld.com | 71 | 77 | 93 | 43 |
| 3= | Pricelinepriceline.com | 71 | 78 | 69 | 66 |
| 6 | Trafalgartrafalgar.com/en-us | 70 | 83 | 91 | 36 |
| 7 | Havenhaven.com | 68 | 85 | 52 | 66 |
| 8= | Amanaman.com | 67 | 60 | 68 | 72 |
| 8= | BCD Travelbcdtravel.com | 67 | 81 | 72 | 48 |
| 8= | Fred. Olsen Cruise Linesfredolsencruises.com | 67 | 81 | 83 | 36 |
| 8= | Lindblad Expeditionsexpeditions.com | 67 | 77 | 63 | 62 |
| 12= | Loews Hotelsloewshotels.com | 66 | 77 | 81 | 41 |
| 12= | Minor Hotelsminorhotels.com/en | 66 | 71 | 59 | 69 |
| 14 | Kempinskikempinski.com/en | 65 | 62 | 85 | 48 |
| 15= | Contikicontiki.com/en-us | 64 | 67 | 91 | 34 |
| 15= | Royal Caribbeanroyalcaribbean.com | 64 | 65 | 82 | 46 |
| 17= | CWTmycwt.com | 63 | 62 | 78 | 48 |
| 17= | Trainlinethetrainline.com | 63 | 71 | 63 | 55 |
| 17= | Wyndham Hotels & Resortswyndhamhotels.com | 63 | 57 | 66 | 66 |
| 20 | Kayakkayak.com | 62 | 75 | 65 | 46 |
| 21= | DFDSdfds.com/en/passenger-ferries | 61 | 69 | 62 | 53 |
| 21= | Jet2jet2.com | 61 | 73 | 52 | 58 |
| 21= | Kiwi.comkiwi.com/en | 61 | 59 | 63 | 61 |
| 21= | Kuonikuoni.co.uk | 61 | 71 | 58 | 55 |
| 25 | Enterprise Rent-A-Carenterprise.com/en/home.html | 59 | 72 | 52 | 52 |
| 26= | Eurostareurostar.com/us-en | 58 | 66 | 63 | 46 |
| 26= | Sagasaga.co.uk | 58 | 65 | 66 | 43 |
| 28= | EaseMyTripeasemytrip.us | 57 | 56 | 86 | 28 |
| 28= | FlixBusflixbus.com | 57 | 57 | 62 | 53 |
| 28= | Hays Travelhaystravel.co.uk | 57 | 60 | 66 | 46 |
| 31= | Budgetbudget.com/en/home | 56 | 62 | 61 | 46 |
| 31= | Oberoi Hotels & Resortsoberoihotels.com | 56 | 58 | 69 | 41 |
| 33 | Stena Linestenaline.com | 55 | 57 | 82 | 25 |
| 34 | Belmondbelmond.com/en | 54 | 60 | 62 | 41 |
| 35= | OYOoyorooms.com | 53 | 54 | 63 | 43 |
| 35= | Trip.comtrip.com | 53 | 52 | 47 | 60 |
| 37= | Europcareuropcar.com/en-us | 52 | 67 | 62 | 28 |
| 37= | TAP Air Portugalflytap.com/en-us | 52 | 69 | 63 | 25 |
| 39= | eDreamsedreams.com | 51 | 52 | 57 | 43 |
| 39= | Norwegian Cruise Linencl.com | 51 | 55 | 52 | 46 |
| 39= | Scott Dunnscottdunn.com | 51 | 62 | 66 | 26 |
| 39= | Travelporttravelport.com | 51 | 60 | 82 | 10 |
| 43 | Rosewood Hotels & Resortsrosewoodhotels.com/en/default | 50 | 47 | 63 | 41 |
| 44 | British Airwaysbritishairways.com/travel/home/public/en_us | 49 | 58 | 62 | 28 |
| 45 | TUItui.com | 48 | 67 | 63 | 13 |
| 46 | Hotelbedsdiscover.hotelbeds.com | 47 | 55 | 62 | 23 |
| 47 | citizenMmarriott.com/brands/citizenm.mi | 46 | 58 | 56 | 25 |
| 48 | Ponantponant.com | 45 | 58 | 63 | 13 |
| 49 | American Express Global Business Travelamexglobalbusinesstravel.com | 44 | 55 | 68 | 10 |
| 50= | Airbnbairbnb.com | 42 | 42 | 76 | 8 |
| 50= | Hurtigrutenhurtigruten.com/en-us | 42 | 49 | 63 | 13 |
| 50= | Travelodgetravelodge.co.uk | 42 | 45 | 68 | 13 |
| 53= | Intrepid Travelintrepidtravel.com/us | 41 | 47 | 62 | 13 |
| 53= | National Expressnationalexpress.com/en | 41 | 42 | 68 | 13 |
| 53= | WestJetwestjet.com/en-us | 41 | 39 | 65 | 18 |
| 56= | Butlin'sbutlins.com | 40 | 44 | 62 | 13 |
| 56= | Langham Hospitality Grouplanghamhotels.com | 40 | 48 | 63 | 10 |
| 58= | Accorgroup.accor.com/en | 39 | 46 | 62 | 10 |
| 58= | Frontier Airlinesflyfrontier.com | 39 | 37 | 68 | 13 |
| 58= | G Adventuresgadventures.com | 39 | 45 | 62 | 10 |
| 61= | Amtrakamtrak.com/home | 38 | 54 | 50 | 10 |
| 61= | Jumeirahjumeirah.com/en | 38 | 40 | 34 | 41 |
| 61= | Taucktauck.com | 38 | 43 | 63 | 8 |
| 61= | Virgin Atlanticvirginatlantic.com/en-US | 38 | 44 | 62 | 8 |
| 65 | Flight Centreflightcentre.com.au/about-us/international-websites | 37 | 41 | 63 | 8 |
| 66= | Explore Worldwideexplore.co.uk | 36 | 49 | 52 | 8 |
| 66= | Renferenfe.com/es/en | 36 | 44 | 50 | 15 |
| 68= | AirAsiaairasia.com/en/gb | 35 | 29 | 61 | 15 |
| 68= | Alaska Airlinesalaskaair.com | 35 | 31 | 53 | 20 |
| 68= | Mandarin Orientalmandarinoriental.com/en | 35 | 33 | 63 | 8 |
| 71 | Shangri-Lashangri-la.com/en | 34 | 30 | 63 | 8 |
| 72 | Air New Zealandairnewzealand.com | 33 | 26 | 62 | 10 |
| 73 | Carnival Cruise Linecarnival.com | 32 | 24 | 58 | 15 |
| 74 | Hawaiian Airlineshawaiianairlines.com | 27 | 31 | 30 | 20 |
| 75= | Finnairfinnair.com | 26 | 21 | 49 | 8 |
| 75= | Hertzhertz.com/us/en | 26 | 35 | 34 | 8 |
| 77= | Brittany Ferriesbrittany-ferries.co.uk | 24 | 22 | 34 | 15 |
| 77= | Skyscannerskyscanner.com/?previousCultureSource=GEO_LOCATION&redirectedFrom=www.skyscanner.net&userSessionDataId=5e1ce239-84e7-4a8b-ba42-5a4689e5036e&session_handoff=eyJhbGciOiJFUzI1NiIsImtpZCI6InNlc3Npb24tc2VydmljZS1oYW5kb2ZmLWtleS0yMDI2LTA1IiwidHlwIjoiSldUIn0.eyJodHRwczovL3NreXNjYW5uZXIubmV0L3Nlc3Npb25faWQiOiIwMWEwZjY5MS02YTk5LTgwMDEtYjM4Mi03YTBlM2Y5ZGNhMjAiLCJleHAiOjE3OTA4NDMxMzB9.tAG6BfPoMOun_AiBnRBBozNETYFHzjkYu6rFmB4tZfZKd0LIg5YM__cWGSVKzx__ac8dW41g_BMH45nV3x4mKg | 24 | 29 | 34 | 8 |
| 79 | Vuelingvueling.com/en | 23 | 26 | 34 | 8 |
| 80= | Aeromexicoaeromexico.com | 22 | 18 | 34 | 15 |
| 80= | Deutsche Bahnint.bahn.de | 22 | 25 | 34 | 8 |
| 80= | Southwest Airlinessouthwest.com | 22 | 25 | 34 | 8 |
| 83 | Booking.combooking.com | 20 | 18 | 34 | 8 |
| 84= | Amadeusamadeus.com | 19 | 14 | 34 | 8 |
| 84= | Sabresabre.com | 19 | 14 | 34 | 8 |
| 84= | Trailfinderstrailfinders.com | 19 | 14 | 34 | 8 |
Download this edition: the full field as a spreadsheet (CSV), or the same run as JSON. Licensed CC BY 4.0, so it is yours to publish and build on with attribution. Every unreadable site carries empty score cells, never a zero.
This is the fixed 2026 edition, pinned to the scan measured 1 October 2026, so the figures on it do not change. The live field, re-run on the first of each month, is on the current Travel and Tourism benchmark. For how the score is built, see the methodology.
Licensed CC BY 4.0. Cite as: The Crane Index™, UK Travel and Tourism AI readability 2026, The Crane Consultancy, measured 1 October 2026. https://thecraneconsultancy.com/research/travel-tourism-ai-readability-2026/