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 three audiences to consider:
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...
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...
