The way travelers plan and book adventures has shifted faster than anyone expected. With new tools like ChatGPT Browser, Google’s Search Generative Experience (SGE), and Gemini, travelers are no longer starting their research on Google. They are asking AI directly where to go, who to book with, and what to experience.
“AI is now the first stop for travel planning,” said Nikki DeSantis, Marketing Director at ResmarkWeb. “When someone types a question like ‘best rafting tours in Costa Rica,’ the answer often comes from ChatGPT or Google’s AI Overview before they ever see a website or an ad.”
The Shift in Traveler Behavior
The traditional travel journey once involved multiple touchpoints: social media for inspiration, Google searches for research and TripAdvisor for comparison. Today, that process is collapsing into a single conversation.
A traveler can now ask, “What is the best Kilimanjaro trekking company?” and within minutes, AI can build an itinerary, compare options and show pricing data. What used to take weeks of research now happens in one chat window.
ChatGPT Browser: The New Front Door for Travel Discovery
OpenAI’s recent update, ChatGPT with Browsing, lets users pull live information from the web. This gives travelers instant access to reviews, itineraries and current pricing without leaving the conversation.
For tour operators, this means visibility now depends on how well a site communicates with AI systems. Websites with clear content, rich FAQs, and structured data are more likely to appear in ChatGPT’s real-time answers.
Google SGE and Gemini: The Rise of AI-Integrated Search
Google’s AI Overviews (SGE) now appear at the top of search results, summarizing key information before organic listings. Gemini, Google’s personal AI assistant, connects with Maps and Gmail to help users build full itineraries, from flights and hotels to tours and transfers.
Tour operators are no longer competing only in traditional search results. They are competing for placement inside AI summaries and personalized Recommendations.
Why It Matters for Tour Operators
The number of digital touchpoints in the buyer journey is shrinking. If your brand does not appear in the early AI-generated answers, you might not appear at all.
Visibility in AI search builds brand trust and awareness instantly. Travelers who see your company recommended by AI are more likely to search for your brand name later, visit your website and book directly.
How Operators Can Stay Visible in AI Search
- Focus on question-based content. Create pages that answer “best,” “compare” and “cost” style queries.
- Add structure to your site. Use schema markup, FAQs and comparison pages that help AI systems understand your services.
- Encourage branded searches. Collect reviews and publish guest stories so travelers remember your name.
- Track AI traffic. Use analytics tools like Looker Studio and GA4 to monitor referral traffic from AI platforms.
The Bigger Picture
More than 80 percent of today’s travel planning happens digitally, and AI is leading the way. As AI search becomes the traveler’s personal assistant, tour operators must combine marketing, booking and automation into one connected system. Learn more about AI Search & Travel.
“AI is not replacing tour operators,” said DeSantis. “It is reshaping how travelers find and trust them. Those who adapt early will be the ones AI recommends first.”
ResmarkWeb helps tour operators future-proof their marketing, websites and booking systems for the age of AI search. To learn more, visit resmarkweb.com or call 435-268-3747.
About ResmarkWeb
Founded in 2021, ResmarkWeb is a digital marketing agency dedicated to the needs of tour operators and adventure travel providers. A division of Resmark Systems, ResmarkWeb specializes in custom websites, SEO strategies and paid media campaigns that increase visibility, drive direct bookings, and strengthen brand positioning.
