We often talk about how tourism websites should be designed with one goal in mind: attract visitors from search engines (mostly Google) and convert them into bookings. While that objective remains the same, the way travellers discover and interact with tourism businesses is changing rapidly.
With AI-powered search experiences becoming increasingly common, travellers are no longer simply clicking through lists of search results. They're asking questions, receiving recommendations, comparing options, and planning itineraries directly within AI tools like ChatGPT, Gemini, Google AI Mode/Overviews, Perplexity and more.
Given this, your website has two audiences to consider:
Human visitors looking to book
AI search tools looking to understand and recommend your...
The tech world is buzzing after Google I/O 2026, and for those of us in the tourism industry, things are about to get a lot more interesting. Google has officially moved from “AI as an assistant” to “AI as an agent,” and it’s another change to how travellers find and book your experiences.
Here are the three big takeaways you need to know:
1. The Search Box is Becoming a “Do-it-all” Engine
Google has completely reimagined the search box which will become integrated with AI Overviews and AI mode. It’s no longer just about giving you links, it’s about getting things done.
With new “information agents,” users can now ask to “find, check, book, or buy” directly within the search experience. Google is essentially building an agentic layer that handles the heavy lifting,...
Don't believe it when someone declares SEO is finished, because in reality it still growing in importance.
What’s actually happening isn’t the death of SEO, it’s a shift as search has evolved. User behaviour has changed, and with AI now shaping how travellers discover and compare experiences, the old playbook is needing a new chapter.
What People Mean When They Say “SEO is Dead”
Usually, they’re reacting to things like:
Traffic dropping despite “doing SEO”
AI-generated answers reducing clicks
Keyword rankings feeling less predictable
More competition than ever
They’re not wrong to notice the change, but the conclusion is off.
The Modern SEO Space
Older SEO strategies have evolved, here's what's no longer good SEO practice:
If your business isn't visible in AI search, then you're missing out on bookings
It sounds alarmist, but the reality is a growing number of travellers are now turning to AI tools to research and plan their trips - so if you aren't being recommended by AI platforms then you don't even get a look in for those bookings.
AI Search is no longer niche - it should form part of your overall SEO strategy. That's why we have put together an eBook all about AI Search - to help you understand what AI Search is, and how to give your business more chance of being visible to these platforms.
"In the US, 56% of travellers used AI for planning, booking or in-destination assistance for at least one trip in the past 12 months (March 2026), and it’s a fast growing trend - up from 43% in the...
Our team is excited to return as an official event supporter at TRENZ 2026 in Auckland, continuing our long-standing support as part of New Zealand’s vibrant tourism industry.
Back again this year is our much-loved Tomahawk Popcorn Cart & Chill Zone, offering delegates a place to recharge, and connect between appointments. The popcorn cart has become a familiar and welcome sight at TRENZ, serving up fresh popcorn and a selection of snacks to help keep delegates fuelled throughout the busy event.
“TRENZ is one of the most important gatherings for our industry each year, and we’re proud to support the event again in 2026,” says Renee Goodsell, General Manager of Tomahawk.
“Our popcorn cart has become a bit of a tradition now. It’s a simple way for us to give back to the...
There's a plot twist happening in the world of streaming, and it's one that every tourism marketer should be paying attention to.
For years, the story went like this: YouTube was where you discovered things, and Netflix was where you settled in to watch them properly. One was the scrappy free platform full of creators, the other was the premium, subscription-powered juggernaut. Two different worlds.
But that line? It's blurring fast.
Phil's Feeding a New Platform
Here's the moment that made the industry do a double-take. Somebody Feed Phil, the beloved food and travel series hosted by Phil Rosenthal (yes, the creator of Everybody Loves Raymond) has been one of Netflix's longest-running unscripted shows, clocking up eight seasons since 2018. It follows Rosenthal...
