For the first time, travelers are turning to AI tools like ChatGPT to plan trips—often bypassing traditional search engines and websites. ResmarkWeb, a digital marketing agency serving the tour and activity industry, warns that businesses without AI-ready websites risk being invisible to tomorrow’s travelers.
“AI is the new travel agent,” says Nikki DeSantis, Marketing Director at ResmarkWeb. “If your website isn’t optimized for AI, your business may never show up when travelers plan their next adventure. Websites aren’t dead—they’re the trust signals AI and Google depend on.”
AI Is Reshaping Search Behavior
On a recent trip, DeSantis planned a two-week African itinerary almost entirely through ChatGPT—using traditional websites only to confirm details.
“Just a few months ago, I would have spent hours clicking through dozens of Google results,” she explains. “Now, ChatGPT delivers nearly everything in one place. The only companies that show up are the ones who’ve done the work to make their sites AI-friendly.”
Why Websites Still Matter
While AI and Google are changing the rules, the foundation of visibility remains the same: a trustworthy, content-rich website.
“Today’s successful site does more than look good—it feeds the AI and search algorithms with accurate, in-depth content,” adds DeSantis. “That means detailed FAQs, authentic reviews, high-quality media, and insights only real operators can provide.”
10 Steps to Make Your Website AI-Ready
ResmarkWeb recommends operators take these actions to stay competitive:
- Display authentic, in-depth text and images—especially on the About page.
- Build listicles and authoritative roundups.
- Showcase reviews and testimonials for trust.
- Create a detailed FAQ section.
- Keep blogs fresh with photos and updates.
- Add relevant YouTube and social media videos.
- Implement a live chatbot to capture leads.
- Upgrade your online booking experience.
- Ensure staff can be contacted easily.
- Highlight local expertise and insider tips AI can’t replicate.
A Practical Guide for Operators
DeSantis has authored a full guide, How Tour Operators Can Win at SEO and AI Search in 2025, available on ResmarkWeb.
“My goal was to make this practical, not intimidating,” she says. “Even if you’re not a tech expert, you can follow these steps—or hand them to your marketing team—and stay visible in an AI-driven world.”
Read the full guide here: https://www.resmarkweb.com/how-tour-operators-can-win-at-seo-and-ai-search
For more information, please visit ResmarkWeb at https://www.resmarkweb.com/ or call 435-268-3747.
