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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:

• Keyword...

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...

Let's face it, it's very common for marketers in tourism to always focus on marketing activity that creates new customers to fill their rooms, tours or schedules. If your marketing strategy is heavily focused on attracting new customers, you’re not alone.

But the reality is that treating past guests like “job done” is a missed opportunity because while new acquisition seems like the right focus, your past guests are often your easiest, most profitable growth channel.

Let's explore why and ways to get new bookings from previous customers.

Why This Myth Exists

There’s a natural bias toward new campaigns, new audiences, and new bookings. And with platforms like Google Ads and Meta Ads making it easier than ever to target fresh audiences, it can feel like growth equals...

Reddit has been described as “the front page of the internet.” In reality, it’s something far more valuable for tourism operators. It’s the world’s largest, unfiltered travel advice forum. And increasingly, it’s influencing what AI tools recommend to your potential customers.

In our article, What do Wikipedia and Reddit have in common?, we explored how community-driven platforms are increasingly shaping what shows up in AI search results. Now it’s time to zoom in on one of them - let’s talk about Reddit.

What Makes Reddit Different?

Reddit isn’t like Instagram or Facebook. It isn’t polished, it isn’t curated, and it definitely isn’t brand-first. It’s organised into communities called subreddits, such...