Google expands AI Overviews in travel searches

Google has quickly increased the presence of AI-generated Overviews across travel-related search results.

This change already impacts how travelers find things to do and how brands appear in search.

According to BrightEdge, AI Overviews tied to travel grew by over 108% between April 25 and 26. That makes travel the second-most affected industry after entertainment.

Most growth seen in "Things to Do" searches

Almost 94% of the new AI Overviews in travel are tied to “Things to Do” queries. These are often local and time-based searches like “things to do in Buffalo, NY,” or “things to do in Providence this weekend.”

Instead of browsing links, users are now shown AI-generated destination summaries with activity suggestions directly in the search results.

Significant changes for travel marketers

This shift means users may not scroll down to traditional links anymore. As AI content appears at the top, it pushes down organic results and potentially reduces clicks to travel websites.

`BrightEdge reports that 82% of citations in AI Overviews come from deep website pages. `

That puts more pressure on travel brands to create detailed, structured content that Google’s AI will likely pick up.

What does this mean for travel brands?

For travel marketers, this rapid AI rollout changes the game. Here are the key takeaways for staying competitive:

Content Must Be Highly Specific and Structured

General pages will not be cut. Travel brands must create deep, focused content that aligns with specific user intent, such as weekend plans, seasonal activities, or hyper-local events.

Target Long-Tail and Intent-Rich Keywords

Broad queries are less likely to trigger AI Overviews. Instead, brands should target long-tail searches like “romantic things to do in Asheville this fall” or “free kids activities in Seattle next weekend.” These match better with the AI’s focus.

Schema Markup and On-Site Optimization Matter More

Google’s AI pulls data from well-structured sources. To improve discoverability, brands should use schema markup, optimize internal linking, and keep their navigation clean.

Monitor Traffic Shifts Closely

Click-through rates may decline as AI content dominates top-of-page space. But the clicks that do come may be more qualified. Brands should review analytics to understand where traffic is dropping and where it is still converting.

Double Down on Authority and Relevance

Only strong, trusted pages are being cited. Travel brands must build authority by covering destinations and experiences in depth and regularly updating content for accuracy and freshness.

Understanding intent by query type and building AI-friendly content is now essential.

In travel, that means tailoring content around real user goals such as trip planning, itinerary building, seasonal guides, or local event calendars.

Fewer clicks, but better clicks?

Google has not released official data on AI Overview impact, but third-party studies suggest click-through rates for traditional listings are down.

Still, Google claims that click quality is improving, with fewer but more relevant visits.

Google’s AI Overviews are changing the rules of engagement in travel search. The brands that adapt fastest by aligning their content with AI triggers and optimizing for depth and intent stand the best chance of staying visible.

As AI continues to evolve, staying proactive with content and search strategy will be the key to long-term success.