In the world of travel and tourism, getting found online is everything. For years, that’s meant making sure your website ranks high on Google. But lately, things are changing, and quickly. More and more people are turning to AI tools like ChatGPT, Perplexity, and voice assistants to get answers, bypassing traditional search engines altogether.
So what does this mean for tour operators? Should you abandon your SEO efforts? Not quite yet. However, it is time to rethink how your content works, and how people are finding your business online.
Search Isn’t Dead, But It’s Different
Google still dominates the search market, with around 90% global market share according to StatCounter (as of 2024). But a growing trend is emerging: more users are finding what they need without clicking through to websites. This is known as a “zero-click search,” where users get answers directly on the search results page, through featured snippets, knowledge panels, and increasingly, AI-powered summaries.
A 2022 study by Semrush found that over 57% of mobile users and nearly 30% of desktop users leave Google without clicking on any result. Since then, AI integrations have only made it easier for users to get what they need without ever visiting your site.
What Does This Mean for Tour Operators?
If your site is heavily reliant on organic Google traffic to get bookings, these shifts could affect you more than you realize. Here’s why:
- Fewer Clicks = Fewer Opportunities – If users get all their answers on the search page, they’re not clicking through to discover your tours.
- Less Control Over Messaging – If Google or an AI tool pulls a summary of your business, it might not capture the full story you want to tell.
- Greater Competition for Fewer Spots – With more AI-driven results at the top, even high-ranking pages might get buried under answer boxes or summaries.
SEO Still Matters, But Content Structure Matters More
We’re not saying SEO is dead. But the way you do SEO needs to evolve. It’s not just about keywords anymore, it’s about structure, clarity, and creating content that works both for human readers and AI tools.
Here are a few ways to adapt:
- Write Clearly and Directly – Answer common questions your customers have about tours, destinations, and travel logistics in a direct, easy-to-quote format.
- Use Headings and Lists – Structured content is easier for AI tools and search engines to interpret and feature.
- Create Summary Blocks – Add quick summaries or “need-to-know” sections at the top of blogs and pages. This helps both readers and AI understand your content at a glance.
- Keep It Factual and Useful – Skip the fluff. Prioritize useful, accurate information that adds value. If your content is helpful, it’s more likely to get surfaced, even by AI.
Don’t Put All Your Eggs in Google’s Basket
Relying only on Google traffic is risky. The good news? There are plenty of other ways to get in front of your ideal customers.
- Email Marketing – Your newsletter list is one of the few platforms you fully own. It’s direct, personal, and algorithm-proof.
- Social Media – Short videos, behind-the-scenes clips, and travel tips are a great way to engage your audience and drive interest.
- Review Platforms – Having a solid presence on TripAdvisor, Google Maps, and niche directories can help you get found by motivated buyers.
- Content Distribution – Consider repurposing your blog posts into YouTube videos, PDFs, and even downloadable guides. This makes them more discoverable in a variety of formats and platforms.
How Tourism Tiger Can Help
We specialize in building websites and marketing strategies for tour and activity operators. That includes creating content that’s structured for clarity, built to support long-term visibility, and ready for the new wave of AI-enhanced search.
We also help our clients develop newsletter strategies, write blog content, and adapt their digital marketing to meet today’s changing online behaviors.
If you’re unsure how your current website or content is holding up – or how to prepare for what’s next – we’re here to help. Because even if search is changing, the goal is still the same: to get your business in front of the right people, and turn visitors into bookings.
We can make sure your online presence is ready for whatever comes next.
If you’re serious about growing your business, your website is one of the best places to start. We’ve put together a free Website Checklist specifically for tour and activity operators to help you identify website mistakes, improve conversions, and make sure your site is truly working for you. Enter your contact info below and we’ll send it right to your inbox. No fluff – just clear, practical steps to help you make your website work smarter.
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