Why Google's new AI overviews aren't the end of travel SEO
In this article, we’ll explore how AI overviews are changing the SEO landscape for the travel industry. You’ll learn whether these AI snippets are ‘stealing’ clicks from travel websites, how they impact SEO for tour operators and travel businesses, and, most importantly, what you can do to adapt.
If you’ve recently searched for travel inspiration or destination tips on Google, you may have noticed something new - AI-powered summary answers appearing at the top of the results page. These AI overviews aim to provide users with quick, digestible information without requiring them to click through to a website.
For travel brands and websites that rely on organic traffic, this raises a critical question: are these AI-generated answers stealing your clicks or reshaping the way travellers engage with your content?
So, let’s unpack how AI overviews are changing the travel SEO landscape, what it means for your organic visibility, and how your brand can adapt - not just to survive, but to thrive.
Google’s AI overviews: a new era for travel search
Travel search is evolving fast. Where once Google listed websites, it’s now stepping into the role of virtual travel guide, with AI overviews surfacing in an estimated 20-30% of travel-related searches, particularly those involving detailed, informational, or question-based queries.
For travellers, it means faster answers about destinations, attractions, or experiences -without needing to sift through multiple websites. For travel marketers, it signals a shift - Google is not just indexing content; it’s synthesising it.
This means your content strategy must evolve. You’re no longer just competing for blue-link rankings - you’re vying to become part of Google’s AI-generated narrative.
Are AI overviews stealing traffic from travel websites?
The concern is valid: if AI answers a user’s question upfront, will they still click through to your site? Early studies suggest this is already happening. Click-through rates (CTR) on organic listings for informational queries have declined in the wake of AI overviews. These so-called ‘zero-click searches’ risk siphoning traffic away from the very websites providing the information.
But how real is this threat - especially for UK travel brands?
At Accord, we analysed over 864,000 keywords from the UK’s top 10 travel sites (January 2025). Here’s what we found:
Only 2.38% of searches triggered AI overviews.
Of these, the top 10 travel brands appeared just 2.15% of the time.
Importantly, only 19.4% of AI-triggering keywords were commercial in nature, meaning that most direct booking-related searches remained unaffected.
What does this mean?
The loud buzz around AI overviews may feel overwhelming, but the reality - at least for now - is that their impact is concentrated in the early research and inspiration stages. High-intent, booking-related queries are largely unaffected.
However, ignoring AI overviews entirely would be a missed opportunity. Brand visibility within these AI snippets can play a crucial role in influencing travellers at the dreaming and planning stages of their journey.
How AI overviews are reshaping travel SEO
Google’s AI has clear preferences - especially when it comes to the type of content it pulls from. AI overviews frequently appear for long-tail, question-based queries like:
“Top attractions in Barcelona”
“Things to do in Iceland in winter”
“Best family-friendly resorts in Greece”
If your content isn’t structured to answer these specific questions directly, it risks being bypassed - by both AI-generated overviews and the organic results beneath them.
Additionally, Google’s AI favours authoritative sources. A recent analysis of over 250,000 AI citations found that high-domain authority sites dominate the landscape. This presents a challenge for newer or niche travel brands - but it’s also an opportunity.
So, authority matters more than ever. To feature in AI overviews, travel brands must demonstrate expertise, experience, and trustworthiness (E-E-A-T) - the very signals Google’s algorithms rely on.
SEO strategies to adapt and thrive in the AI era
The good news? There are clear, actionable strategies to improve your chances of earning a spot in AI overviews while safeguarding your overall organic performance:
1. Answer the right questions
Optimise content for the exact queries AI overviews target. Build blogs, landing pages, and guides around phrases like:
“Best things to do in (destination)”
“Top attractions for families in (location)”
“Is (destination) safe to visit in (month/season)?”
Use structured headings, bullet points, and concise summaries - making it easy for Google’s AI to extract your content.
2. Double down on E-E-A-T
Make your expertise visible:
Include expert bylines from travel writers or destination specialists.
Cite reputable sources and studies.
Secure backlinks from tourism boards, major publications, and high-authority sites.
Highlight awards, certifications, or years of experience.
The more credible your content appears, the higher your chances of being referred to will be.
3. Embrace technical SEO and schema markup
Help Google understand your content contextually:
Implement FAQ schema on relevant pages.
Use structured data for events, attractions, and locations.
Ensure your site is mobile-friendly, fast-loading, and technically sound.
This not only boosts organic rankings but also increases the likelihood of AI-driven citations.
4. Track, test, and refine continuously
Leverage SEO tools that track AI overview appearances and keyword shifts. Watch for:
Drop-offs in high-performing keywords.
Emerging long-tail queries gaining traction.
Stay agile by adjusting content strategies as Google’s AI evolves.
5. Adopt AI as a strategic ally
Ironically, the same AI causing disruption can become your ally. Use AI tools to:
Identify trending travel questions based on real-time search data.
Repurpose long-form content into snappy, AI-friendly snippets.
Brainstorm new content ideas aligned with user intent.
6. Beyond Google, diversify your traffic sources
Relying solely on organic search is risky. Strengthen:
Social media campaigns.
Email marketing.
Direct traffic and brand loyalty efforts.
Bing and alternative search engine optimisation.
7. Make your site worth the click
If AI provides the ‘what’, your site should deliver the ‘why’ and ‘how’:
Include high-quality imagery, interactive maps, and insider tips.
Offer downloadable guides or itineraries.
Create an experience users can’t get from an AI summary alone.
The goal? Turn every click into engagement, shares, or even bookings.
8. The bottom line, stay informed, stay agile
Google’s AI overviews represent the next phase of search - but not the end of travel SEO. Right now, their impact on booking-driven, commercial queries is minimal. However, the landscape is shifting, and travel brands must adapt to it.
By investing in authoritative, well-structured content and expanding your marketing efforts beyond Google, you can continue to attract - and convert - travellers in this new AI-powered search era.
Need support navigating AI-driven search?
Our team of digital marketing experts is here to help you adapt your SEO strategy for the future. Get in touch today to discover how we can elevate your brand’s visibility - AI or no AI.
Ashley Gilmour
Ashley, our Head of SEO, is a driving force behind our success in enhancing online visibility. With a proactive approach, Ashley and his team craft and implement cutting-edge SEO strategies, resulting in amplified organic traffic and revenue for our clients.
