How Tourism Operators Can Optimise for AI Search
AI search is transforming how travellers discover experiences.
Whether they use Google, voice assistants like Siri and Alexa, OTA platforms, or your own website search, AI works by analysing user intent, content structure, and relevance to deliver fast, accurate answers.
Optimising for AI search ensures your business is visible and recommended to travellers actively looking for experiences like yours.
1. Understand Traveller Search Intent
Travellers use AI to plan quickly, compare options and make decisions with confidence.
Action: Think about the exact questions travellers ask when searching for your products. For example:
“What is the best reef tour in Cairns?”
“Eco-friendly stays near Noosa”
“Cultural experiences in Queensland”
Optimise your website, blog posts, and Google profile to directly answer these questions, using the same phrases they use to improve relevance in AI results.
2. Optimise Your Website for AI Discovery
Use clear headings and structured data
AI prioritises well-structured content it can easily read and categorise.
Add schema markup for your tours, accommodation, and experiences. This is code that tells Google what each page or item is about, improving how it appears in search results. Learn more about schema markup here.
Answer FAQs directly on your website Include a Frequently Asked Questions (FAQ) section targeting guest queries. This boosts your chances of appearing as a featured snippet in AI search.
Write in a conversational tone Use language that feels like you’re answering a guest in person. For example: “Yes, our reef tours include snorkelling gear and are perfect for beginners.”
3. Use ‘Transformational Experience’ Keywords
Modern travellers seek purpose-led experiences that transform their perspective.
Action: Integrate keywords that align with this intent, such as:
“Transformational travel”
“Eco-conscious reef tours”
“Cultural immersion experiences Queensland”
“Mindful travel experiences Australia”
This approach aligns with Tourism & Events Queensland’s Transformational Experiences Framework and attracts high-value, purpose-driven guests.
4. Optimise Your Google Business Profile
AI tools like Google’s generative search pull information from your Google Business Profile to recommend experiences.
Ensure:
A complete, engaging business description with transformational keywords.
Accurate opening hours and contact details.
High-quality, up-to-date photos.
Regular posts showcasing your experiences and updates.
Encouraging guests to leave detailed reviews mentioning specific activities they enjoyed.
Update your Google Business Profile here.
5. Prepare for Voice Search
More travellers use voice assistants for quick recommendations, especially when driving or on the move.
Action: Use natural, conversational phrases in your website content and blog posts, targeting long-tail keywords like:
“What’s the best family wildlife experience near Sunshine Coast?”
This increases your chance of being the spoken recommendation from Siri, Alexa, or Google Assistant.
6. Prioritise Mobile-First Design and Fast Loading
AI ranks websites higher when they are mobile-friendly and fast.
Your website should:
Load in under 3 seconds.
Be fully responsive on all devices.
Offer easy, seamless booking functionality.
Test your website’s speed and mobile readiness here.
7. Encourage Authentic Guest Reviews
AI uses reviews to assess trustworthiness and quality.
Action: Ask guests to mention specifics, e.g.:
“We loved learning about bush medicine with Walkabout Cultural Adventures.”
This builds keyword relevance and demonstrates your unique offerings.
8. Create Rich Content for AI Indexing
AI search favours varied content types.
Include:
Short videos, Reels, and YouTube Shorts showcasing your experiences.
Blog posts answering common travel questions for your region.
Storytelling content about your team, sustainability practices, and guest impact stories.
For example, see how Lady Elliot Island uses videos and blogs to showcase their eco initiatives.
9. Collaborate with High-Authority Websites
AI prioritises websites linked from trusted sources.
Partner with:
Regional Tourism Organisations (RTOs)
Tourism Australia
Travel bloggers and media outlets
These backlinks boost your authority in AI search results. Learn more about Tourism Australia’s content partnership opportunities here.
10. Monitor AI and Search Trends Regularly
Stay ahead by tracking how AI search evolves and what guests are searching for.
Tools to use:
AI trend reports from your marketing team (Exceptional Experiences can manage this for you monthly).
Summary
Optimising for AI search is about understanding guest intent, creating structured and rich content, building trust through authentic reviews, and aligning with purpose-led travel trends.
By implementing these strategies, your business will be positioned as the go-to answer when travellers ask AI where to find their next life-changing experience.
Ready to boost your visibility, attract high-value guests, and future-proof your tourism business with smart AI search strategies?
Let’s make sure when travellers ask AI where to go next , it’s your name they hear.
Contact Exceptional Experiences today.
