Google is rewriting the rules of search, and if you're in the travel industry, this matters more than ever. The way people plan trips, explore destinations, and make bookings is fundamentally changing. The reason? AI Overviews, generative search, and multimodal queries.
At IMEG, we help travel brands not just keep up, but get ahead. Here's what these changes mean for your business, and what we recommend you do next.
Search Isn’t What It Used to Be
Consumers no longer just type in a destination and scroll through listings. Today, Google serves up entire itineraries, hotel options, and activity ideas in a single, AI-generated response. This isn't a shift; it's a leap.
Search behavior is also evolving:
- 15% of daily search queries are brand new.
- Long-tail searches (5+ words) are growing fast.
- Users expect to search by image, voice, or video.
- People spend over 300 minutes planning trips, more than buying a car.
AI Overviews Are the New Front Door
Google's AI Overviews appear at the top of search results and summarize answers before a user even clicks a link. These overviews include:
- Full travel itineraries
- Hotel and flight suggestions
- Restaurant recommendations with reviews
- Booking links
If you're not visible in these overviews, you may not be seen at all.
There Is Still a Way In
Good news: Google is testing paid placements in AI Overviews and offering new tools like AI Max for Search. Organic visibility still matters, but it now requires deeper content, smarter site structure, and real authority signals.
What Travel Marketers Need to Do Now
Here's how we’re helping clients adapt:
1. Redefine Your Keyword Strategy with Precision SEO and Geo-Targeting
Today’s AI-driven search prioritizes specificity, context, and intent. That means moving beyond generic keywords like “Las Vegas hotels” and focusing on long-tail, geo-modified phrases that reflect real-world queries, such as “best boutique hotels for couples in Las Vegas.” These types of searches align with how Google’s AI Overviews interpret and surface content. We use advanced keyword clustering, search intent mapping, and location-based modifiers to ensure your content is optimized for how travelers actually search and how Google now delivers answers.
2. Reverse-Engineer AI and SERP Performance
Success in today’s search landscape requires more than creating good content. It means understanding what’s already working and why. We analyze top-ranking content, AI Overview outputs, and featured snippets to identify the structural, semantic, and engagement signals Google favors. This includes examining layout patterns, schema usage, language tone, content depth, and trust signals. Then, we reverse-engineer those insights into your strategy to elevate your visibility. The result is content and assets that not only perform organically but are primed for AI integration and premium placements.
3. Use Generative AI on Your Own Site
Don’t wait for the booking site to own the customer journey. Add generative tools to your website so travelers can ask, explore, and plan directly with you. We offer fully autonomous generative tools, including phone systems that can answer questions and even take reservations. Our online chatbots can do the same, and more, guiding users through planning, booking, and customer support with human-like precision.
4. Structure Your Content for AI Discovery
AI Overviews pull from well-structured, content-rich sites. We build pages that speak to both search engines and travelers, using clear architecture, schema markup, and authoritative language that aligns with AI patterns.
5. Plan for Paid Visibility
AI Max for Search and Performance Max campaigns will help you break into overviews. We build, test, and optimize these campaigns with precision to ensure you're not just present, you’re prioritized.
6. Make Your Brand the Authority
AI rewards trust signals. That means more verified reviews, higher-quality content, and clear evidence of expertise. We position your brand as the definitive answer, not just another option.
The Bottom Line
Search is no longer just about rankings. It’s about relevance, intent, and conversation. AI is making search more human. Your brand needs to do the same.
At IMEG, we’re helping travel and hospitality brands navigate this shift and turn it into an advantage. If your marketing still looks like it's 2020, you're about to get left behind.
Let's talk about where your brand shows up, and where it should.
Want to future-proof your travel marketing?
Contact IMEG today and let’s build your AI-ready strategy.
