The AI-Search Landscape and Its Impact on Travelers and Tourism Businesses

Search is changing faster than at any point in the last twenty years. Travelers are no longer relying solely on Google results, OTA listings, or traditional keyword searches. Instead, they ask ChatGPT for trip ideas, get instant AI summaries on Google, and rely on conversational planning tools built directly into Booking.com and Expedia. This shift is creating new challenges for tour operators and activity providers, especially as more of the awareness and research journey happens inside AI tools, where clicks are no longer the primary outcome.

The emerging landscape introduces an entirely new field of optimization. It blends traditional SEO with the newer practices of AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). For travel brands, this requires not only ranking in search engines, but also appearing in AI-generated recommendations, summaries, itineraries, and trip-planning conversations.

This article breaks down the most important trends, challenges, and opportunities shaping visibility in 2025 and 2026, along with specific steps operators can take to protect and expand their presence.

TL:DR Summary

• AI search and generative engines now influence up to half of early trip-planning queries.

• Google AI Overviews appear on an estimated 30 percent of travel-related searches.

• The "AI Dark Funnel" is redirecting awareness and research into AI tools you can’t track.

• GEO (Generative Engine Optimization) focuses on being cited by LLMs like ChatGPT, Gemini, and Perplexity.

• Winning visibility now requires structured data, entity clarity, original insights, and multimodal content that AI cannot easily compress.

• OTAs are adopting AI tools quickly, setting new expectations for natural-language trip planning.

How the Search Landscape Is Shifting for Travel

Travelers are changing how they search. Instead of typing "best things to do in Asheville," many now ask conversational questions like "What should I do on a weekend trip to Asheville with kids?" AI tools generate full answers instantly, pulling from multiple sources. This means fewer clicks and fewer opportunities for businesses to be discovered through traditional ranking.

Key behavior changes

• Travelers expect instant, narrative-style responses.

• They rely more on conversational discovery and less on browsing search pages.

• They compare options inside AI chat tools.

• They ask AI for recommendations based on preferences, not keywords.

These behaviors reduce the visibility of traditional web pages unless those pages are recognized and cited by the AI systems generating the answers.

Why Generative Engine Optimization (GEO) Matters Now

What is Generative Engine Optimization?

GEO is the practice of improving visibility, citation frequency, accuracy, and brand presence inside AI-generated answers. It expands on SEO and AEO by focusing specifically on how LLMs read, interpret, summarize, and recommend.

GEO focuses on:

• Ensuring your business is understood as an entity.

• Structuring content so AI tools can parse it.

• Appearing in AI conversations, summaries, and recommendations.

• Building signals that help LLMs trust your content.

The concept of GEO was introduced in a November 2023 academic paper, and by 2025 it has become a core pillar in digital strategy for travel brands.

Why it’s critical for tour operators

• AI tools pull from knowledge graphs, structured data, and high-authority content.

• If your brand isn’t present in these sources, you are invisible in AI results.

• GEO influences the "AI Top of Funnel," where travelers first gather ideas.

The Rise of Zero-Click Search and the AI Dark Funnel

Search engines have increasingly shifted toward resolving queries without requiring a click. With AI Overviews, the trend is accelerating.

What’s happening

• AI tools present full answers at the top of the page.

• Google summarises content from across the web and displays it directly.

• Users leave fewer signals like clicks or impressions.

This creates an "AI Dark Funnel," where awareness and comparison happen in closed systems like ChatGPT or Gemini, and traditional analytics never capture the interaction.

Impact on travel businesses

• Organic sessions decline even if demand stays the same.

• High-funnel traffic becomes more difficult to attribute.

• Operators must influence AI results directly instead of relying on traditional SEO.

Google’s AI Overviews and Their Impact on Travel Rankings

AI Overviews now appear on roughly 30 percent of travel-related queries. These can include destination guides, lists of things to do, comparisons, and sometimes even commercial-intent searches.

Recent updates show:

• Google’s June 2025 Core Update doubled down on helpful human content.

• Google Discover added AI summaries in July 2025 for certain content types.

• When summaries are good enough, many users never click the source.

This creates competition between your full article and Google’s AI-generated summary of your article.

AIO strategy (Answer Interaction Optimization) becomes important

AIO focuses on:

• Providing depth that AI cannot summarize easily.

• Including visuals, data, or personal experience.

• Offering context that requires the original content.

Winning Strategies for GEO and LLM Visibility

Travel brands must evolve how they create and structure content to become visible in generative search and AI assistants.

Make content AI-friendly

• Use clear headings and tightly focused sections.

• Provide structured information that LLMs can parse.

• Include lists, steps, and definitions.

• Use schema markup (LocalBusiness, Tour, FAQ, Review, Event).

Improve entity recognition

LLMs rely heavily on knowledge graphs. Your brand should appear consistently across:

• Google Business Profile

• Social channels

• OTAs

• Directories

• Wikipedia (when appropriate)

• Schema-based structured data

Focus on content AI cannot compress

AI tends to condense generic information. It struggles to compress:

• Personal stories

• Original interviews

• Proprietary data

• Unique insights

• Examples from real customer experiences

Build citation-worthy content

LLMs cite content that is:

• Specific

• Accurate

• Detailed

• Well-structured

Include evidence, data, and expert commentary.

Comparison Table: SEO vs AEO vs GEO

How Major Travel Companies Are Adapting

Large travel brands are already adopting AI-native tools.

Booking.com

Has launched a full AI trip planner that allows natural-language filtering like: "Show me beachfront hotels for families with a pool and free breakfast."

Expedia

Has tested an AI-powered assistant (Romie) and uses AI to summarize review content. These tools change how travelers browse options.

The rise of "AI travel planner"

This phrase grew more than 1100 percent over the last five years. Brands that create content or tools around AI trip planning are positioning themselves ahead of the curve.

What Tour Operators Should Do Next

These are the highest-impact actions:

Improve structured data immediately

Add or improve schema for:

• LocalBusiness

• Tour

• Event

• Review

• FAQ

• Organization

Create new GEO-oriented content formats

• AI-friendly FAQs

• Entity pages

• Topic clusters

• "Best of" lists with depth

Build brand signals across the web

AI tools rely on:

• Citations

• Mentions

• Consistent NAP information

• High-authority references

Monitor AI visibility metrics

Track new AI-specific measures like:

• Generative Appearance Score

• Share of AI Voice

• AI Citation Tracking

Frequently Asked Questions

Why is AI search impacting travel more than other industries?

Travel queries are highly informational and conversational, which makes them perfect candidates for AI-generated answers. Users want recommendations, comparisons, and itineraries, all of which AI can provide instantly.

What is Generative Engine Optimization in simple terms?

It is the practice of making your content discoverable and trustworthy for AI tools so they reference your business in their answers.

Can small tour operators compete with OTAs in AI visibility?

Yes, but only with strong entity signals, local relevance, and content that includes unique expertise or firsthand experience.

Does traditional SEO still matter?

Absolutely. SEO powers the foundation that AI tools draw from, but it must be supported with structured data and GEO strategies.

How can I tell if AI tools are referencing my business?

Use AI visibility tracking tools, test your brand name in AI platforms, and monitor the presence of your data in knowledge graphs.

Summary

• AI and generative search are reshaping discovery in the travel industry.

• Zero-click search and AI Overviews reduce traditional traffic.

• GEO and entity optimization are now essential.

• Structured data and unique content help ensure visibility.

• Tour operators must focus on citations, depth, and AI-friendly formatting.

Staying visible in 2026 requires adapting now. Those who treat AI as a new discovery channel rather than a threat will gain a competitive edge in an increasingly crowded landscape.