AI & SEO in 2025: How Travel Brands Can Stay Visible in an AI-Led Search World

In 2025, the relationship between search engines and travel brands has undergone a seismic shift. With the announcement of Google’s AI Mode towards the end of May 2025, AI now acts as both gatekeeper and concierge to the digital travel experience. 

Remember when planning a holiday meant hours of Google searches across dozens of tabs? Well, those days feel increasingly distant, as AI reshapes how travellers discover and book their adventures. 

For travel brands, this transformation has been both exhilarating and slightly terrifying. While some have watched their well-earned rankings fluctuate, others have seen the changes as a new opportunity to make the most of. 

This AI revolution hasn’t eliminated the need for visibility – it’s simply changed the rules of engagement. Those who understand how to communicate effectively with AI systems while still appealing to human travellers will find themselves not just surviving but thriving in this new digital ecosystem. 

So, how do you do it? 

Good question! Have a read through this article and find out…

AI Adoption in Travel Marketing

Whether we like it or not, AI isn’t going anywhere. 

On the contrary, in fact; it’s going from strength to strength, with some big (and small) names in travel embedding AI into their booking systems, marketing efforts, and CRMs. In fact, 83% of executives have shared that AI technology is a priority in their business strategy. 

Some have even created their travel business with AI as the core principle. Take Canada-based Travelai.com – reborn during the pandemic, they use AI for everything from content creation to image generation, scaling into hundreds of travel micro-niches. Now with 100+ global staff, they plan to 10x their AI-driven site portfolio in 2025 – without hiring a single new employee. 

The reality seems to be that if you are a big company, you’re probably already using AI in a number of capacities, i.e., to help reduce admin, improve customer service, and ultimately deliver more with fewer people. 

For smaller travel companies with headcounts in the lower levels, though, finding the time, knowledge, and frankly, business case is hard to do. 

What AI-Led Search Looks Like Now

We all knew the future was going to be AI, but Google has now officially confirmed it! 

In 2025, SEO isn’t just about keywords or backlinks anymore. It’s about context, speed, and giving people exactly what they’re looking for, instantly. For travel brands, this shift opens up exciting new opportunities but also raises the bar for how content needs to be structured. 

So, what’s actually changed?

Google’s AI Overviews 

Let’s start with Google’s AI Overviews. These smart search summaries have exploded recently, appearing in over 13% of all searches as of March 2025 – over double what we saw at the start of the year. 

And travel? It’s right in the thick of it. In late April, AI Overviews for travel-related queries jumped by more than 100%, with most focusing on activity-based searches like “things to do in [destination]”. These AI-powered suggestions now appear right at the top of the results – often before you even see a single organic listing. 

Here’s what an AI Overview looks like: 

And here’s what it looks like when expanded: 

These summaries are made up of two parts:

1. The Answer – generated by Google’s Gemini AI

2. The Links – pointing to pages that support what the AI is saying

AI Overviews – like featured snippets and instant answers – are designed to save users the time and effort of clicking around by giving them a quick, clear answer upfront. 

How Do Google AI Overviews Work?

As a side note, I think it’s worth us talking a bit about how these pesky AI Overviews actually work. This will help us better understand how to optimise for them. 

I like to think of AI Overviews as letting Google do the Googling for you. 

The answers you see in Google’s AI Overviews aren’t just plucked from thin air – they’re generated using Gemini, Google’s own advanced AI system. It’s what’s known as a large language model (or LLM), which is basically a super smart tool trained on a huge amount of text so it can understand and write in a way that feels natural, just like a person would. 

Here’s the (simplified) process:

1. It reads between the lines – first, the AI interprets what you’re really asking – not just the literal words. 

2. It finds the answers – then it scans the web for solid, reliable sources that match your intent. 

3. It drafts a response – using everything it’s learnt, the AI creates a first version of your answer. 

4. It checks the facts – that draft then gets checked against the sources to make sure everything stacks up. 

5. It serves the final result – once it’s confident, it shows you a neat summary at the top of the page – complete with links if you want to dive deeper. 

Multi-Modal AI  

Search engines aren’t just reading text anymore; they’re watching and listening too. Google’s made it pretty clear that visuals like photos and videos are becoming more important, especially as AI keeps getting smarter. 

In fact, according to Google Cloud’s AI Business Trends 2025 report, one of the biggest growth areas is multimodal AI – that’s AI that can understand and respond to not just text, but also images, video, and even audio. The market for this kind of tech is expected to hit $2.4 billion this year. 

For travel brands, this means that your visual matter more than ever. Whether it’s destination photography, short videos, or even audio snippets, AI is getting better at reading and ranking this content. 

Voice & Mobile Search  

Planning a trip used to mean hours of scrolling. Now? You can just ask your phone. 

According to a 2024 survey by Deloitte, nearly 1 in 5 millennials are using generative AI to help plan their holidays, with some booking entire trips based on AI suggestions alone. 

This trend is particularly evident in mobile and voice search. Whether it’s Siri, Alexa, or Google Assistant, people are leaning on these tools to get quick answers, find places to go, compare prices, and book – without ever touching a keyboard. 

Personalisation  

One of the biggest strengths of AI in travel is how personal it’s becoming. 

Rather than throwing out the same suggestions for everyone, AI tools now tailor suggestions based on things like your past searches, where you’re located, and what you’ve previously shown interest in. 

And it looks like it’s working. For travel companies, this is translating into higher engagement and more bookings. The more relevant the experience feels, the more likley someone is to act on it. 

Optimising for AI Citation  

If you’re trying to show up in AI-generated answers, traditional SEO tactics might not cut it anymore. When Google’s AI systems go looking for something to say, they pull from sources they trust. So the goal isn’t just to be found – it’s to be used. 

As BrightEdge puts it, “SEO is no longer about ranking – it’s about being recommended and cited.” And to do that, your content needs to be clear, accurate, and genuinely helpful. 

So, if you haven’t already, it might be worth going back through your content and asking, is this the kind of thing AI would feel confident quoting?.

The Impact of AI on Travel SEO

So how are all these changes in how people search – and how results are shown – really impacting travel SEO? It’s no longer about getting your page to rank; it’s about how, where, and if your content gets seen at all. 

Reduced Click-Through 

One of the biggest changes travel marketers are dealing with right now is how people use search. More searches are happening than ever before – Google impressions are up nearly 50% compared to last year. But fewer people are actually clicking through to websites. 

Recent stats from BrightEdge show that click-through rates have dropped by around 30%, largely because Google is giving users the answers they need right there in the search results, thanks to AI Overviews.

So even if your content shows up more often, you might be seeing less traffic than before. It’s a strange twist – more visibility, but fewer visits.

travel brands, this raises the stakes on creating standout content that earns visibility within AI summaries or compels users to click through for deeper, unique insights AI can’t easily replicate.

Rethinking Success Metrics 

As AI changes the way people search, it’s also changing ow we measure what’s working. Rankings and clicks? Still useful, but they no longer represent the full picture. 

With more zero-click results and AI-generated answers, visibility within AI summaries, brand mentions, and content authority are becoming just as important. 

Interestingly, Google has said these AI-powered results can actually send more engaged visitors because people arrive with better context. 

With this in mind, travel brands need to measure engagement beyond the click. They need to focus on more meaningful metrics like sales, signups, and engagement. 

SEO Strategy Adaptation  

Travel marketers are having to rapidly pivot their strategies in response to the changes. In 2025, nearly 1 in 5 marketers say they’re actively building AI-driven search into their SEO plans. And most – around 75% – are already using AI to cut down on the repetitive stuff like keyword research and writing meta descriptions. 

But the real shift isn’t just about tools. It’s in the mindset. Instead of cramming in keywords, the focus is now on creating genuinely useful content – deep, well-structured, and clearly written – so that AI systems recognise it as worth including. 

For effective SEO in 2025, industry experts recommend sticking to the basics – use AI where it helps, but always keep a human in the loop. That means setting some clear ethical guidelines, keeping an eye out for copied or inaccurate content, and making sure what you’re putting out into the world still sounds like it’s coming from you.

Getting Traffic from AI

If you want your content to stand a chance of being pulled into these AI responses, you’ve got to give it structure – and make it easy for the bots to grab what they need.

Here’s how:

Structure Content for AI 

AI doesn’t do well with rambling copy. It wants clean, clear, well-labelled information. That means using short paragraphs, bullet points, and headings that make it simple to scan and extract the key bits. 

For travel sites specifically, consider implementing:

• Definition sections that clearly explain travel concepts
• FAQ blocks with common travel questions and concise answers
• Summary sections at the end of each article highlighting key takeaways
• Tables comparing destinations, accommodations, or travel options
• Step-by-step guides for travel planning processes

SE Ranking recently found that sections with a heading like “What is…” followed by a couple of short paragraphs often make it into the top AI summaries. 

For travel brands, this could be adapted. For example, “What is island hopping?”, “What is travel insurance?”, “What is eco-tourism?” 

Choose Your Target Queries Wisely  

Not every travel search triggers an AI Overview. 

It tends to be the more specific, long-tail travel queries that do it. So while something like “best time to visit Iceland for the Northern Lights” might bring up an AI-generated summary, a broader search like “Iceland tourism” probably won’t. 

Same goes for booking-related queries – flights, hotels, that sort of thing. These are still mostly dominated by big OTAs like Skyscanner and Expedia. Google’s clearly keeping AI Overviews focused on informational searches for now, not transactional ones. 

Establish Expertise & Authority Signals

Now more than ever, it pays to actually sound like you know what you’re talking about. Not in a show-offy way – just clear, useful, and real. 

Start by focusing on the stuff you genuinely have expertise in. Whether that’s luxury safaris, cycling trips in Tuscany, or family travel, stick to your lane and build a body of content around it. 

The more your brand is recognised as part of the conversation in travel, the more likely AI tools are to pick up and reference your content. 

• Clearly show who wrote the content and why they’re credible
• Back things up with trusted travel stats and sources 
• Shout about partnerships, awards or media mentions
• Add expert quotes or interviews for extra authority
• Keep your brand details consistent across the web

Implement Structured Data & Schema Markup

If you want AI systems to pick up your content, structured data and schema markup is a must, as it helps search engines understand exactly what your page is about. 

For travel websites, the most valuable schema types include:

• TravelAction – for booking-related content
• Place or LocalBusiness – for destination and attraction information
• Event – for festivals, tours, and travel experiences
• FAQ – for answering common travel questions
• Review and AggregateRating – for showcasing traveler experiences

The goal? Make your content easy for AI to read and recommend. 

Optimise for Zero-Click Information Access 

AI is getting really good at answering questions right there in the search results. Which means people often get what they need without clicking through to your site. Frustrating? A bit. But it’s not all bad. 

Even if you don’t get the visit, having your brand, products, or data cited in an AI overview can boost brand authority – similar to how featuring in a classic snippet enhances your reputation.

To optimise for zero-click searches:

• Ensure your brand name appears early in key content sections
• Create branded data points and statistics that are citation-worthy
• Develop unique travel insights that AI systems will want to reference
• Include your brand name in headings and subheadings where appropriate

Create Citation-Worthy Content Formats 

Not all content formats are created equal – at least not in the eyes of AI. 

Some formats are just more likely to get picked up and cited in summaries than others. For example, Backlinko shows up in both the AI Overview AND the featured snippet for “SEO strategies”—proof” that if you structure your content well, it can double your visibility. 

The most citation-friendly content formats for travel brands include:

• Lists of best destinations, attractions, or travel tips
• Tables comparing travel options, costs, or features
• Statistical roundups of travel trends and data
• Decision trees for travel planning
• Visual guides with clear captions and descriptions

And it’s not just about what you publish – it’s also about who is consistently getting cited. Here’s what we’re seeing: 

1. Big-name travel publishers like Lonely Planet and Travel + Leisure tend to show up thanks to their deep destination guides. 
2. OTAs like Booking.com and Hotels.com get picked up too – not for bookings, but for the quality of their destination content. 
3. Niche experts who focus on a single country or region often outrank the big guys when it comes to depth. 
4. User-generated platforms like Reddit and TripAdvisor are cited all the time – AI seems to love real, unfiltered opinions from travellers. 

Brand Mentions Across the Web

These days, it’s not just about who’s linking to you – it’s about who’s talking about you. 

In the world of AI-driven search, mentions of your brand across the web can be just as powerful as backlinks. Harvard Business Review even predicts that SEOs will soon be known as “LLMOs” – people who optimise for Large Language Models, not just Google rankings. 

To increase the frequency of your brand being mentioned:

• Be proactive with travel PR – share insights, trends, or strong opinions worth quoting 
• Offer expert commentary to respected travel publications or journalists
• Put out original research or stats others will want to reference
• Get involved in travel forums like TripAdvisor, Quora, or Reddit 
• Build relationships with travel influencers and creators who can help amplify your voice

The more your brand shows up in conversations – across different platforms – the more likely AI is to notice and include you when it’s pulling together answers. 

Prioritise Freshness & Accuracy 

AI doesn’t just want the right answer; it wants the latest one, too. That’s especially true in travel, where things change all the time. Flights shift, events move, and restaurants close. If your content is outdated, there’s a good chance AI will skip right over it. 

Here’s how to stay on top of it:

• Regularly update existing content with new information
• Add dates to your travel guides so readers and AI know the content’s current 
• Cut anything that’s no longer true or relevant
• Double-check facts, especially on prices, opening hours, or seasonal availability
• Plan ahead with a content calendar that focuses on seasonal topics and key travel trends

Measure Your AI Visibility 

If you want to know whether your brand’s actually making an impact in AI-led search, you’ll need to start looking at some new signals.

Start by testing one thing at a time – whether it’s a content format, a schema tweak, or a new page structure – and see what moves the needle. You don’t need to crack every AI platform out there. You just need to show up where your audience is looking. 

Then monitor whether these changes lead to improved results in AI-driven outputs. 

Key metrics to track include:

Mentions of your brand in AI answers 

Use tools like Perplexity.ai or even manual testing in Google Search Labs to see if your brand or website is being cited in AI summaries. Try prompting the AI with key questions your audience would ask and look for mentions or source links. Make a note of how often your domain appears and for which types of queries. 

Click-throughs from AI-generated summaries 

While direct attribution in analytics is still limited, you can monitor indirect impact. In GA4, go to Reports > Engagement > Landing Page, then filter by Default Channel Group = Organic Search. 

Watch for landing pages that suddenly receive increased traffic without corresponding ranking improvements – these may be benefitting from AI visibility. Use annotations in GA4 or Looker Studio to log when you make content or schema changes so you can better connect traffic spikes to your experiments. 

Visibility for key topics 

Use tools like Ahrefs Content Explorer, Semrush Topic Research, or SEOTesting.com to track your visibility for destination and experience-based topics (e.g. “walking holidays in the Dolomites” or “Sri Lanka wildlife tours”). 

You can also use AlsoAsked.com or Answer the Public to find the kinds of queries AI tools are most likely to paraphrase or include in summaries – then create content that targets those directly. 

Whether AI system associate your brand with consistent themes 

Test this in ChatGPT, Gemini, Claude, or Perplexity with common industry questions, like “What’s a good itinerary for two weeks in Vietnam?” and observe whether your site or brand is mentioned. 

If not, adjust your content strategy to more clearly signal subject matter authority. Optimise headings, meta titles, and backlinks to pair your brand with specific travel experiences or destinations. 

Conversions from AI-driven traffic  

You won’t yet see “AI summary” as a traffic source, but you can monitor newly growing pages or queries via Search Console (Performance > Pages/Queries filtered by date). Cross reference these with GA4 Event conversion paths or set up Exploration Reports that break down Organic traffic by landing page and conversion. 

If a blog post or landing page starts performing  well following a content or structure update – particularly one built with AI summaries in mind – you can attribute that gain to your optimisation work, even if the traffic is technically “organic”. 

AI in search doesn’t have to be scary. With the right approach, it’s just another chance to get in front of the right people. 

Predictions: Where AI in Search is Heading Next 

As is evident from this post, we’ve already seen some big ol’ changes in how people find and interact with travel content – but we’re only just getting started. As we look ahead, travel brands need to be ready for even bigger shifts in the way people plan trips, ask questions, and book online. 

Here’s what could be just over the horizon – and what it means for your SEO strategy:

From Search Engines to Answer Engines 

Search isn’t really search anymore. It’s becoming more about answers – quick, personalised, and pulled together by AI. 

Gartner reckons that by 2026, the volume of traditional searches will drop by 25%. That’s huge. It means more people will be using tools like AI chatbots and virtual assistants instead of Googling things the old-fashioned way. 

So instead of just trying to show up in results, travel brands now need to aim to be the actual answer – the one a chatbot recommends when someone asks where to go next summer. This is where FAQ-style content and conversational formats come into their own. 

As Michael Bonfils puts it, marketers need to stop chasing clicks that might not even happen anymore and focus on visibility and voice. 

AI Overviews Are Expanding Into Commercial Queries

At first, AI Overviews tended to pop up for informational queries – destination guides, “things to do in…” lists, and so on. But their scope is rapidly expanding. 

There’s already talk of Google rolling out AI Overviews for more commercial queries and testing ads within AI Overviews – both changes that will push organic results even further down the SERP. 

What does that mean? Travel sites now need to optimise their content in a way that puts your brand inside those AI summaries, not buried below them. 

Voice Search Is Only Getting Bigger

We’re talking to our devices more than ever – and that’s especially true when it comes to travel. 

By 2026, over half of US internet users are expected to be using voice assistants regularly. And voice searches tend to be longer and more specific than typed ones. Instead of “hotels Paris”, it’s more like “Where’s a good place to stay in Paris with kids?” 

That means long-tail keywords and natural language are key. Your content should reflect how people actually talk when they’re asking for travel advice, not how they type into a search bar. 

Less Traffic, More Conversions 

The hard truth: Organic traffic might go down before it goes up again. 

With AI handling more of the info-gathering stage, fewer people may click through to travel sites, especially for top-of-funnel queries. So the traffic you do get? It needs to count. 

That’s where conversion-focused content comes in. Focus on bottom-funnel keywords – the ones people search when they’re ready to book. Make your booking journey smooth, your calls-to-action clear, and your CRO game strong. 

User-Generated Content Gaining Prominence 

User-generated platforms like Reddit are getting pulled into AI answers more than ever. Why? Because AI – and Google – see value in real, unfiltered experiences from actual travellers. 

Forums, Q&As, and travel subreddits are showing up more often in AI Overviews, especially for trip-planning and opinion-based queries. 

If you’re a travel brand, it’s worth being part of those conversations. Join the forums. Answer questions. Share your knowledge in a genuine, non-salesy way. It can go a long way toward building trust and visibility.

Getting Your Travel Brand Ready for the Future of Search 

While search is changing fast, the core stuff Google cares about hasn’t really gone anywhere. Quality content, solid site performance, and a good user experience still matter just as much as ever. 

Now, there’s just an extra layer to consider – making sure you’re also visible and valuable in an AI-first world. 

That’s why, here at SEO Travel, we take a combined approach across technical SEO, strategic content creation, and PR and link building. It’s not just about getting your pages to rank – it’s about positioning your brand as a trusted, high-authority source across every part of the search landscape. From helping your site load quickly and look great on mobile to creating expert-led guides and securing backlinks from relevant travel media, we’re actively building the kinds of signals AI systems look for when choosing which brands to include and cite. 

The key takeaways are:

1. Get your technical basics right – make sure your site ticks all the boxes for performance, mobile usability, and crawlability. 
2. Don’t forget your visuals – well-optimised images and videos can help your content stand out, and they’re increasingly being picked up in multimodal responses. 
3. Double-check your meta setup – that includes title tags, descriptions, schema markup, and anything else AI might use to summarise your page. 
4. Stop just measuring clicks – AI search changes how traffic behaves, so shift your focus to quality, like time on page and conversions. 
5. Go hybrid – create content that works across both traditional search and AI-led platforms, i.e., mixing text, images, and videos wherever possible. 
6. Optimise for voice – structure your content to mirror how people verbally ask questions. 
7. Make your traffic count – as traffic gets more competitive, focus on converting the people who do land on your site. 
8. Be the expert – build your reputation with in-depth, helpful content, industry partnerships, and presence on platforms that AI pulls from. 

Embracing What’s Next for Travel SEO

If there’s one thing that’s clear in 2025, it’s that search isn’t what it used to be. In fact, this shift – driven by AI Overviews, large language models, and more intelligent search features – might be the biggest shake-up we’ve seen since mobile took over. 

Yes, traffic patterns are changing. But at the same time, there’s a whole new set of opportunities opening up for travel brands that are willing to evolve. 

The travel companies doing well right now aren’t just trying to rank – they’re aiming to be quoted, referenced, and recommended directly inside AI-generated results. That means showing authority, being useful, and building content that answers real questions in a clear, structured way.

Looking ahead, we’re going to see more voice search, more visual content being picked up, and more AI creeping into commercial travel queries, too. It’s already happening.

The brands that win won’t be the ones trying to fight the shift – they’ll be the ones that lean into it, adapt quickly, and find that sweet spot between smart automation and real human insight. Because in the end, AI might be great at summarising, but it still needs people with experience and knowledge to power what it says.

Want to implement an SEO strategy but not sure where to start? At north9, we live and breathe all things SEO. We’ve seen some incredible results for many of our clients and we’d love to do the same for you. Get your free proposalto see how we can tailor this service to your brand!

About The Author...

Chloe Robinson

SEO | GEO | PPC

Chloe’s role in the team is to create and implement SEO & PPC strategies to boost websites to the top of Google’s search results. Vancouver is her top travel destination, being the perfect blend of city and mountains.