2025 Search Engine Statistics Tour and Activity Providers Need To Know

Search engines are a key driver of traffic and bookings for tour and activity providers. Whether you're guide walking tours, adventure experiences, or cultural activities, understanding search trends can help you attract more customers and grow your business.

Search behavior is always evolving, and staying informed about the latest statistics can give you a competitive edge. In 2025, changes in mobile usage, local search, and voice search are reshaping the way travelers find and book experiences. This article breaks down the most important search engine statistics for tour and activity providers and how you can use them to optimize your online presence.

Google Still Dominates Search

Google remains the most influential search engine, continuing to drive the majority of online searches. While alternatives like Bing and Yahoo have their place, Google’s 90% market share makes it the number one priority for businesses looking to increase visibility.

For tour and activity providers, this means that appearing on Google’s search results pages (SERPs) is crucial to reaching new customers and increasing bookings.

• Google continues to lead the global search engine market with 90% market share.

• Other search engines like Bing and Yahoo hold minor shares, but Google remains the most critical platform for SEO efforts.

• Tour operators should focus on Google Search optimization, including Google My Business, keyword targeting, and content strategies that align with Google's ranking factors.

By prioritizing Google optimization, tour businesses can significantly increase their chances of being found online. This leads us to another important aspect of search: mobile users.

Mobile Search is More Important Than Ever

With the rise of smartphones, mobile search has become the dominant way travelers find and book experiences. Whether someone is searching for a last-minute adventure or planning a future trip, they’re likely doing it from their mobile device.

• 57% of all searches are now performed on mobile devices.

• Travelers often search for tours and activities while on the go, making mobile-friendliness a priority.

• Google’s mobile-first indexing means your website’s mobile version is the primary version that determines rankings.

How to Optimize:

• Use a responsive website design that adjusts to different screen sizes.

• Ensure fast page loading speeds—Google recommends under 2.5 seconds.

• Keep navigation simple with clickable buttons and easy booking options.

Ensuring your website is mobile-friendly not only improves your rankings but also enhances the user experience, leading to higher conversions. Another major factor in search rankings and customer engagement is local SEO.

Local Searches Drive Bookings

Travelers are often looking for experiences near their location, making local SEO a crucial factor in attracting customers. If your business doesn’t show up in local search results, you’re missing out on a significant number of potential bookings.

• 46% of Google searches have local intent, meaning users are looking for businesses near them.

• The "near me" search trend continues to grow, with travelers searching for things like "hiking tours near me" or "kayaking rentals in Asheville".

• Google My Business (GMB) is crucial for local SEO, as businesses that optimize their GMB profile are more likely to show up in local search results and Google Maps.

How to Optimize for Local SEO:

• Claim and optimize your Google My Business listing with accurate information, high-quality photos, and up-to-date hours.

• Encourage customers to leave reviews—businesses with more positive reviews rank higher.

• Use localized keywords like "best ghost tours in New Orleans" within your website content and meta descriptions.

Strong local SEO helps ensure that when travelers search for activities in your area, your business appears at the top. However, getting people to click on your website is another challenge due to the rise of zero-click searches.

Click-Through Rates & Zero-Click Searches

As Google refines its search algorithms, more search results provide instant answers without requiring users to click on a website. This means businesses need to optimize their content to appear in featured snippets and other search result enhancements.

• 58.5% of Google searches in the U.S. result in no clicks, meaning users find the information they need without visiting a website.

• Featured snippets, knowledge panels, and People Also Ask (PAA) sections provide instant answers.

• Ranking in these zero-click results increases brand visibility, even if users don’t click through.

How to Optimize for Featured Snippets:

• Answer common traveler questions directly, such as "What is the best time for a dolphin tour in Hawaii?"

• Use clear, concise language and structured data markup.

• Provide step-by-step lists or bullet points for quick answers.

Even if a user doesn’t click through, appearing in a featured snippet can increase brand awareness and credibility. Another way to build trust and improve rankings is through customer reviews.

Reviews Influence Booking Decisions

Customer reviews are a powerful factor in both search engine rankings and customer trust. Travelers rely heavily on reviews when choosing which tours and activities to book.

• Online reviews are a major ranking factor for local SEO and heavily influence potential customers.

• 88% of consumers trust online reviews as much as personal recommendations.

• Businesses with more positive reviews see higher conversion rates.

How to Encourage More Reviews:

• Send follow-up emails or texts after a tour asking for a review.

• Offer small incentives like discount codes for future bookings.

• Make it easy for customers to leave reviews by providing direct links.

Good reviews can make the difference between a customer choosing your tour over a competitor's. Another search trend that’s changing the way people book experiences is voice search.

The Rise of Voice Search

With the widespread use of voice assistants like Siri, Google Assistant, and Alexa, voice search is becoming a key factor in online discovery. Voice searches tend to be longer and more conversational than typed queries.

• 50% of all searches are now conducted through voice assistants.

• Voice searches often take the form of questions, such as "What are the best hiking trails near Asheville with waterfalls?"

How to Optimize for Voice Search:

• Focus on natural language and question-based keywords.

• Create FAQ pages that answer common traveler questions.

• Use structured data markup to improve the chances of appearing in voice search results.

As voice search becomes more prevalent, optimizing for spoken queries will help businesses capture a growing audience. Another increasingly important medium in search is video content.

Video Content Increases Engagement

Video is one of the most engaging types of content, making it an excellent tool for marketing tours and activities. Many travelers prefer to watch a short video rather than read through long descriptions.

• Video content is growing in importance, with YouTube being the second-largest search engine.

• Consumers are more likely to book a tour after watching a promotional video.

How to Use Video to Boost Bookings:

• Create short promo videos showcasing your tours.

• Share customer testimonials in video format.

• Optimize video titles and descriptions with keywords.

Conclusion & Next Steps

Understanding search engine trends is essential for tour and activity providers who want to increase visibility and attract more customers. By implementing these strategies, your business can stay ahead in search results and maximize bookings in 2025. If you need expert help with SEO and digital marketing for your tour company, get in touch with us today!