It only seems like a hot minute since ChatGPT arrived, yet along with other Artificial Intelligence, it is transforming the way your guests discover, plan and book.
Instead of wading through endless Google search results, ads, and review sites, more people are now going straight to tools like ChatGPT and asking:
- What are the best family-friendly reef tours in Cairns?
- Which wineries in the Adelaide Hills have vineyard accommodation?
- List the top 5 off-grid eco-lodges near the Snowy Mountains for couples?
With just one AI-powered exchange, a traveller can move seamlessly from awareness to decision, often choosing a specific tour, accommodation, or restaurant in minutes.
For those of us working in the tourism industry, the shift with AI in tourism presents both challenges and opportunities.
Why AI Matters in the Travel Buying Journey
Traditionally, the path to purchase involved multiple steps:
- awareness
- research
- comparison
- decision
- booking
With AI-powered tools, the traditional stages of the travel buying journey can collapse into one seamless interaction, making the process more efficient and less time-consuming for the traveller.
Instead of browsing multiple sites, they are now asking AI for recommendations, comparisons, and even direct booking suggestions.
The Rise of “Asking Intent” Queries
With AI built for natural language, travellers are shifting from basic Google keyword searches, such as ‘Margaret River tours,’ to asking AI complete questions.
These ‘asking intent’ queries are not just casual enquiries, but reveal strong purchase motivation. Travellers asking these questions are not just browsing; they are close to purchase.
Where AI Gets Its Information
When ChatGPT or other AI tools generate answers, they draw from a mix of:
- Your website – Clear, detailed content on tours, experiences, FAQs, and blogs.
- Third-party listings – ATDW, booking platforms, and OTAs where you’re listed.
- Media mentions – Articles, blogs, and online travel features that name your business.
- Customer reviews – Google, TripAdvisor, and other review platforms that establish trust.
Your website is still the anchor, but AI also cross-checks your presence across multiple channels.
Consistency and freshness still matter.
How to Optimise Your Content for AI Discovery
If you want AI to recommend your tours, accommodation and experiences, then build ‘question-driven‘ content:
- Write blog posts, FAQs, and guides that directly answer common traveller queries.
- Use headings like “What are the best vineyard stays in the Barossa?” or “Which wildlife tours in Kangaroo Island are best for kids?”
- Keep your website fresh and detailed.
- Regularly update itineraries, pricing, inclusions, and images to ensure accuracy and consistency.
- Add comparison content (e.g., “Top 5 eco-lodges near Uluru”).
- Leverage third-party visibility.
- Keep ATDW and OTA listings updated.
- Pitch stories to local and national media to gain backlinks and mentions.
- Encourage and showcase reviews.
- Prompt guests to leave reviews on Google and TripAdvisor.
- Highlight testimonials on your own site.
- Optimise for branded searches.
- Ensure your business name aligns with your niche.
- Use phrases like “XYZ Tours – family adventure specialists in the Whitsundays” to build recognition.
Sounds a bit like SEO, doesn’t it?
The Rise of AI SEO (Generative Engine Optimisation)
The shift towards AI-driven trip planning has given rise to what many are calling AI SEO or Generative Engine Optimisation (GEO).
Traditional SEO was about ranking in Google’s search results. The aim was simple: appear high in the list of blue links so travellers would click through to your site.
AI SEO works differently.
Instead of just serving up a long list of links, AI tools like ChatGPT, Gemini, or Expedia’s AI Trip Planner provide summarised answers. And in those answers, they might only mention two or three operators, not hundreds.
That means visibility stakes are higher. To be named in AI-generated responses, your business needs to:
- Answer natural-language questions travellers are asking (e.g., “Best farm stays in South Australia for families”).
- Maintain fresh, structured content across your website and third-party listings to ensure consistency and relevance.
- Build authority and trust signals through consistent reviews, mentions, and media coverage.
Think of it as the next evolution of SEO. Google SEO is about ranking on the first page, but with AI SEO, it’s about being one of the very few names included in an AI’s recommendations.
For Australian tourism operators, embracing AI SEO now means you’ll be ahead of the curve as more travellers shift to AI-powered trip planning.
The Payoff: Branded Searches and Bookings
By positioning your tourism business where AI looks for answers, you can drive more branded searches. These are searches where travellers type your business name directly into Google because they’ve already heard of you through an AI recommendation.
The result? More direct website traffic, stronger brand authority, and ultimately, more bookings.
Wrapping it Up
AI isn’t just changing the tourism customer journey; it’s enhancing it! Travellers are still looking for inspiration, trust, and reassurance, but now they can gather insights more efficiently.
By proactively addressing potential customers’ questions, regularly updating your website content, and maintaining visibility across various channels, your business can become a go-to option. This way, when travellers ask AI for recommendations on Australia’s unique tours and experiences, you’ll be at the forefront.
