How Tour Operators Can Get Found in AI-Powered Search

Jarod LaFalce

Co-Founder / COO of BookingTerminal

Published on: January 23, 2026 | Estimated Read Time: 6 minutes

Tourists are no longer just Googling for their next adventure—they're asking AI assistants where to go, what to do, and how to book it. From ChatGPT to Google Gemini and other AI-powered tools, people are turning to conversational search to plan their trips. The question is: is your operations ready to be found by these AI-savvy tourists?

If not, don't worry—there's still time to get ahead. In this post, we'll break down how tour operators can optimize their online presence for AI-powered search, what we call Generative Engine Optimization (GEO), and why it's becoming an essential part of getting more bookings.

What is AI Search and Generative Engine Optimization (GEO)?

AI-powered search is different from traditional Google searches. Instead of just showing a list of websites, AI assistants provide conversational answers and recommendations. When a traveler asks, "What's the best family-friendly kayaking tour in Portland?" an AI assistant will try to give the most helpful, accurate answer—even pulling information directly from websites it trusts.

Generative Engine Optimization (GEO) is simply the practice of making sure your tour business shows up in these AI-powered answers. It's similar to SEO, but instead of focusing only on Google rankings, you're optimizing your content so AI assistants can easily understand and recommend your tours.

How Tourists Use AI to Discover Tours

Imagine someone planning a weekend getaway. They might ask:

• "Best kayak tours in Portland for families this summer"
• "Guided hiking experiences near Sedona this weekend"
• "Local cultural tours in Charleston that aren't too crowded"

AI assistants look for content that clearly answers these types of questions. If your website has detailed tour descriptions, FAQs, and helpful local tips, AI is more likely to recommend your business. In other words, the easier it is for AI to understand what you offer, the higher your chances of being discovered by new customers.

Steps to Optimize Your Tours for AI Search

The good news? You don't need to be a tech wizard to get your tours in front of AI-driven tourists. Here's how you can start:

1. Create Conversational, Question-Based Content

Tourists ask questions in natural, conversational ways. Your content should do the same. Consider:

• Adding an FAQ section for each tour
• Writing blog posts that answer common traveler questions
• Using headings like "How long is the hike?" or "Are children allowed?"

The goal is to give AI and your visitors clear, easy-to-find answers.

2. Use Structured, Clear Tour Information

AI likes organized information. Make sure your tour pages clearly list:

• What the tour includes
• Schedule and duration
• Booking instructions
• Meeting points and other important details

The clearer your content, the easier it is for AI to understand and share it with potential customers.

3. Include Rich, Helpful Content

Add value by giving tourists more than just the basics:

• Local insights and insider tips
• Photos, videos, and maps
• Safety guidelines and what to bring

This helps AI assistants confidently recommend your tours, and it keeps visitors on your site longer—improving the chances they'll book.

4. Focus on Long-Tail Keywords and Natural Questions

Instead of targeting broad phrases like "kayak tours," think about the exact ways customers might search:

• "Kayak tour for beginners in Portland in summer"
• "Family-friendly guided hikes near Sedona"

Using these long-tail phrases naturally in your content increases the likelihood that AI will recommend your tours.

Integrate GEO with Traditional SEO and Your Booking Flow

Optimizing for AI search doesn't replace traditional SEO—it complements it. By creating clear, helpful content, you not only make your business more discoverable to AI assistants but also improve your Google rankings.

Once tourists find your tours, make it easy for them to book. Link content directly to your booking pages, highlight call-to-action buttons, and ensure the booking process is smooth. AI can bring them to your site, but a seamless booking flow will turn them into paying customers.

Conclusion

AI-powered search is changing the way customers discover tours and experiences. Tour operators who optimize their websites now—by providing clear, helpful content, answering traveler questions, and showcasing detailed tour information—will stand out to both AI assistants and real customers.

Start small: update your FAQs, add detailed tour descriptions, and include helpful tips and media. These steps make your tours more visible to AI-powered search while also improving your overall online presence.

Your next booking could come from a traveler who never Googled you at all—they asked an AI assistant instead. Make sure your business is ready to be found.