In 2025, the way travelers use Google Search for tours and experiences is undergoing a transformation. Artificial Intelligence is becoming vital to daily workflows, with AI search tools replacing traditional keyword searches with conversational, question-based queries.
Travelers no longer simply Google search for “scenic float tours”; instead, they ask ChatGPT or another AI tool, “What are the best scenic float tours in May near Jackson Hole?” This shift demands a new approach to website optimization. Preparing your site for this change is crucial to staying competitive as a tour operator.
Table of Contents
What is AI Search?
AI search represents the next evolution of user interaction with search engines. Unlike traditional search engines, which rely on matching keywords to indexed content, AI search leverages advanced algorithms, generative AI, and machine learning to deliver more personalized, context-driven, and conversational results. This approach transforms the way information is retrieved, making searches faster, more intuitive, and more user-focused.
How AI Search Works
AI search uses natural language processing (NLP) to understand the context and intent behind user queries. Instead of relying solely on specific keywords, AI search systems analyze complex questions, predict user needs, and provide relevant and actionable answers. For example, a query like “What’s the best family-friendly kayak tour near Boston in July?” might return highly specific recommendations, availability, and even booking options.
These systems, such as Google Bard (powered by Gemini) or ChatGPT, prioritize delivering complete answers rather than simple lists of links, making the user experience more seamless.
AI Search Vs. Traditional Search Engines
By understanding the differences between AI search and traditional methods, tour operators can prepare their websites to meet the demands of modern search engines and ensure their content ranks highly in this new, competitive environment.
Traditional Search Engines
- Relies heavily on keyword matching and backlinks for ranking.
- Provides users with a list of relevant web pages, leaving them to sift through the results.
- Focuses on exact matches rather than context.
AI Search
- Focuses on understanding user intent and delivering direct answers.
- Uses conversational language, making searches feel more natural and personalized.
- Leverages structured data and schema to surface information in more dynamic ways, such as through rich snippets or knowledge graphs.
For example, a traditional Google search for “kayak tours in Boston” might provide a list of businesses. An AI search might instead offer the top-rated tours, filtered by family-friendliness, along with real-time availability and pricing.
How SEO is Shifting Towards AEO
Search Engine Optimization (SEO) is evolving into what experts now call Answer Engine Optimization (AEO). While traditional SEO strategies focused on ranking for specific keywords, the rise of AI-powered search engines prioritizes context, “helpfulness”, and relevance.
AI platforms are designed to surface the best possible answers to users’ long-tail queries. As a result, tour operators must ensure their website content aligns with these changing algorithms by focusing on the intent behind search queries.
For example, a traveler might ask, “What should I bring on a scenic float tour in the spring?” or “Are there family-friendly options available?” Websites optimized for AEO deliver clear, structured answers to such queries, increasing their chances of being featured in generative AI search results and voice searches.
Answer Engine Optimization
Answer Engine Optimization is the key to ensuring your website provides the exact information AI-driven tools are searching for. To achieve this, your content should answer frequently asked questions and include relevant details about your tours and services.
Best practices for AEO in 2025
- Incorporating clear headings that mirror user questions.
- Writing concise, direct responses to anticipated inquiries.
- Using FAQ sections to address common traveler concerns.
Teton Scenic Float Tours is a prime example of the power of modern SEO. After partnering with TOMIS, they experienced a 67% increase in organic search volume and an 83% increase in total booking volume in 2024.
By restructuring their website to prioritize guest-focused answers and AI-friendly formatting, they not only captured more organic search traffic but also converted that traffic into bookings. They are now highly prepared for the oncoming rise in AI-assisted searches and will be front and center for anyone leveraging AI to plan their trip.
Structured Data & Schema Markup
The search community is largely aware that structured data and schema markup are essential for making your content accessible to AI-driven search platforms. These technical tools provide a roadmap that helps search engines understand the context of your content. For tour operators, structured data can showcase key details like pricing, availability, tour highlights, and FAQs directly in search results.
Schema markup also plays a vital role in improving your website’s appearance in search rankings and rich search features like Google’s Knowledge Graph or AI-generated travel recommendations. This increased visibility ensures your business is prioritized over competitors when travelers search for experiences like yours.
By implementing structured data, tour operators can improve how their website content is displayed and create a seamless experience for potential guests. AI-friendly formatting along with high-quality content ensures that your site becomes a trusted resource for AI platforms, leading to higher click-through rates and conversions.
Our Favorite Structured Data Opportunities:
- FAQ Schema: Highlight answers to common traveler questions directly in search results, increasing visibility and click-through rates.
- Event Schema: Showcase specific tours or seasonal offerings with details like dates, times, and availability, making your experiences stand out in AI-generated recommendations.
- Review Schema: Display ratings and reviews prominently in search results, building trust and encouraging users to choose your tours over competitors.
- Trip Itinerary Schema: Outline detailed day-by-day activities for multi-day tours or packages, helping AI platforms and search engines showcase your offerings.
AI-Assisted Content That Converts
Visibility is important, but the ultimate goal of your website is to convert visitors into customers. Guest-focused content bridges the gap between search results and bookings. Your site should feature detailed, engaging descriptions of your tours, supplemented with high-quality images and trust-building testimonials.
For example, a page optimized for conversion might include the following:
- A captivating overview of the experience guests can expect.
- Answers to common questions like “What’s included in this tour?” and “How long does it last?”
- Clear call-to-action buttons guide visitors to book now.
At TOMIS, we specialize in crafting pages designed to rank well in AI-driven search results while also streamlining the booking process for users. By creating content that anticipates traveler concerns and provides direct answers, we help businesses convert search traffic into tangible revenue.
Staying Ahead of Search Trends
AI-driven search is not just a trend—it’s shaping the future of how travelers find and book experiences. As AI platforms like ChatGPT, Perplexity, and Google Bard continue to grow in popularity, tour operators must adapt to this new reality.
Preparing your website for AI search requires a focus on delivering clear answers, utilizing structured data, and creating guest-focused content designed to convert.
TOMIS is here to help you stay ahead of the curve. Whether it’s Answer Engine Optimization, implementing schema markup, or creating compelling content, we ensure your website is optimized for the next era of search.
By future-proofing your site today, you’ll be ready to capture more traffic, convert more bookings, and thrive in the age of AI search.
Prepare your website for the future of search! — Contact TOMIS today to get started.

Wes Byerly
Growth Marketing Manager