How AI Overviews Are Changing Search - And What That Means for Travel Marketing
What Happens When Google Stops Sending Clicks?
If you're in travel marketing - or any performance-focused discipline that relies on organic or paid discovery - you've probably felt it already: Google is changing. Fast.
We’re no longer in a world where users type a query, get a list of 10 blue links, and click through one by one. With the rise of AI Overviews, Google is beginning to answer questions directly, reducing the need for users to leave the platform at all.
That shift was the focus of a recent episode of the Everything AI and Travel podcast, featuring insights from Skift and Dune7 - two leading voices tracking the evolution of AI and search in the travel space.
Below, I’ll break down the key takeaways and what they mean for travel brands and marketing teams focused on paid search, CRO, web performance, and organic visibility.
What Are Google AI Overviews?
AI Overviews are generative summaries that appear at the top of a search result - before any organic links or paid ads. They use large language models (LLMs) to synthesize content from across the web and serve up a conversational-style answer right on the search page.
This presents a challenge because there are often zero-click results.
That means fewer site visits, even when your content is cited.
Why It Matters for Travel Brands
According to the podcast and the supporting research by Skift, AI-generated results in travel have quadrupled in just four months. Whether your audience realizes it or not, they’re already being served AI content from Google. This is especially true when they search for itinerary ideas, destination tips, or complex queries like “Where should I travel in September with kids?”
For travel marketers, this has huge implications:
Organic traffic is harder to capture.
Paid search may shift from performance to brand awareness.
Meta and retargeting may need to work harder as first-touch journeys disappear.
Zero-Click Doesn’t Mean Zero Value
While traffic may be down, the podcast made an important point: visitors who come from AI tools (like ChatGPT or Google AI Mode) are often more engaged. They’ve already consumed a chunk of information and are clicking through with more intent.
That means conversion rates may rise, even as traffic dips.
For those of us focused on CRO and conversion strategy, it’s a strong reminder that volume isn’t the only metric that matters.
Action Steps for Marketing Teams
So what should brands (and agencies) be doing now?
Here are a few recommendations based on the conversation:
Audit your traffic sources.
Use GA4 and reg-ex setups to track LLM referral traffic from ChatGPT, Perplexity, or Google AI Mode.
Identify content that gets cited.
Review which of your pages show up in AI-generated answers. Then replicate the structure and tone across other parts of your site.
Structure your site properly.
Ensure your pages are optimized with clean HTML, structured data, and nothing that blocks AI bots from crawling your content.
Shift your mindset.
Don’t just optimize for clicks, but also optimize for visibility, authority, and clarity. That’s what the LLMs are referencing, and it’s how your brand will stay top-of-mind even in a zero-click world.
Big Picture: AI Search Is Still Evolving
This is the first real challenge to Google’s monopoly in over a decade. With tools like ChatGPT, Perplexity, and Google's own AI Mode, we’re entering a new era of search behavior, content discovery, and consumer expectations.
It’s not about abandoning traditional SEO or paid strategies; instead it’s about evolving with them.
If you’re a travel brand, tour operator, or experience-based business wondering how to navigate this shift, I’m happy to chat.
🎧 Listen to the Full Podcast
Everything AI and Travel – AI Search and Overviews with Skift & Dune7
Listen on Spotify
Need help adapting your strategy for AI-led search?
Let’s talk about how to future-proof your content and conversion efforts. Get in touch.
