From SEO to AIO: How tour operators can optimize for AI-driven search

The rise of AI-powered search and Large Language Models (LLMs) is changing how people discover and choose experiences. From Google’s AI Overviews to ChatGPT trip planning plugins, more travelers are turning to conversational tools to discover what to do and where to book.

These tools rely on structured data and strong SEO signals to surface results. With Google’s AI Overviews now appearing in over a third of U.S. searches (Search Engine Land) — and pulling answers instead of just listing links — how your business shows up in search and in chat matters more than ever.

In this post, you’ll learn what AIO (AI Optimization) means for tour operators, how traveler search behavior is shifting, and practical ways you can update your content to stay visible and bookable in the age of AI.

What is AIO, and how does it differ from traditional SEO

AIO (Artificial Intelligence Optimization) focuses on how well artificial intelligence can understand, summarize, and trust your content. Instead of matching exact search phrases, AI tools look for complete, helpful answers that reflect experience, expertise, and credibility.

Think of it this way: traditional SEO helps you show up on Google’s results page, while AIO helps you become part of the answer itself.

For example, if a traveler searches “best dolphin tours for kids in Oahu,” a standard search engine shows a list of results. But AI Overviews pull text directly from high-quality sources that explain what to expect on a family-friendly dolphin tour, safety considerations, and how to book.

To appear in those AI summaries, your content needs to sound like a reliable, conversational guide rather than a keyword checklist. The more complete and trustworthy your information, the more likely it is to be surfaced and cited by AI tools.

AI’s influence on traveler behavior

Travelers are no longer typing short, generic search terms like “kayak tours near me.” They’re asking full questions: “What’s the most scenic kayak tour in Maui for beginners?” or “Which dolphin tour in Oahu is best for families with kids under 10?”

This shift toward conversational search means AI tools like Google’s AI Overviews and ChatGPT pull from sources that sound human, clear, and trustworthy. These tools analyze multiple sites at once, summarize what they find, and present travelers with one comprehensive answer.

That has real implications for your marketing. When an AI Overview appears in Google results, studies show that click-through rates to websites drop (Ahrefs). But it also means travelers are getting their first impression of your business directly from these AI-generated summaries.

Want to get noticed? Start by answering the exact questions your travelers are typing — not the ones you hope they are.. Include details about your tours: what travelers experience, who they’re best for, and what makes them unique. The more specific and authentic your answers, the more likely AI will recognize your content as valuable and relevant.

Pro tip: Review your Google Business Profile and tour descriptions to ensure they use natural, conversational language. AI models often pull from those sections first.

Practical steps to optimize your tours for AI-driven discovery

AI-driven search rewards clarity, credibility, and context. The more structured and conversational your content is, the easier it is for AI to understand what you offer and recommend it to travelers.

1. Structure your website content clearly

Organize your site with descriptive headings, short paragraphs, and natural FAQs that answer traveler questions directly. Phrases like “When is the best time to book a sunset cruise in Key West?” or “What should I bring on a whale-watching tour?” help AI models recognize valuable content.

Pro tip: Add schema markup (structured data) through your FareHarbor Site or your website provider to help AI read your business details accurately.

2. Keep your business information consistent everywhere

AI tools pull from multiple sources at once, so make sure your business name, address, and phone number are identical across all listings — including your Google Business Profile, OTAs, and social pages.

3. Create helpful, human-centered content

AI search favors authentic answers over sales copy. Write tour descriptions, blog posts, and FAQ pages that reflect your firsthand knowledge and real traveler experiences. Share what makes your tour unique, like your local expertise, safety practices, or behind-the-scenes stories.

Using AI tools to your advantage

AI is transforming both how travelers search and how you can plan your marketing.

1. Research what travelers are searching for

Use AI platforms like ChatGPT, Perplexity, or Google Gemini to explore common questions travelers ask about your area or activity type. For example, you can prompt, “What are travelers asking before booking snorkeling tours in Maui?” and use the answers to shape your blog posts or FAQs.

2. Refine your content strategy with analytics

Your existing data is a gold mine. Review your FareHarbor dashboard to see which tours are most popular and when travelers are booking. Then, use that insight to create more AIO-friendly content around those experiences.

For instance, if your sunset cruises sell out fastest, write blog posts about “how to plan the perfect evening on the water” or “the best sunset views in your destination.”

3. Use AI to improve efficiency — not replace creativity

AI can help brainstorm blog ideas, draft outlines, or summarize traveler reviews, but the human touch is what makes your content stand out. Operators with firsthand experience, authentic photos, and personal insight will always have the advantage.

Pro tip: Treat AI as your research assistant, not your writer. Use it to speed up ideas, then add your expertise to make each piece of content your own.

Embrace the next evolution of search

AI isn’t replacing SEO. It’s redefining it. By shifting from keyword-focused strategies to AI-optimized, traveler-centered content, tour operators can earn visibility in the very answers travelers see first.

The good news is that you don’t need to start from scratch. With a few adjustments to how you structure your content, describe your experiences, and maintain your listings, you can stay ahead of changing algorithms and keep travelers discovering your business.

Want to make sure your tours are showing up in AI answers, not just search results? Let’s walk through it together book a demo today.