Episode 11 – Gemini, Google and Gameplans

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How AI Search and Google Gemini are Changing Tourism Visibility

The way travellers find and book tourism experiences is evolving fast — and AI search tools are leading the charge. In this episode of Untangling Tourism Tech, we explore how tourism businesses can adapt to the new AI-driven search environment, with a special focus on Google’s Gemini and the growing importance of rich, detailed product content.

The Rise of AI Search and What It Means for Tourism For the first time in a decade, Google’s market share has dropped below 90%, as users explore AI-powered search tools like Bing AI and Perplexity. However, Google’s response — the Gemini AI platform — is becoming more relevant and prominent across search results.
In this episode, we discuss why tourism businesses must rethink their SEO strategies and prepare for AI-first search behaviours.

Google Things to Do – A Gamechanger for Tours and Activities Google Things to Do extends your Google Business Profile, allowing operators to showcase products with richer information like FAQs, reviews, and direct booking options. Liz and Fabienne explain why this tool is vital for tours and activities operators, how it can help boost direct bookings, and why it’s still underused in Australia due to lack of awareness. Read more about Google Things-To-Do and Magpie.travel here.

Creating Rich Content for AI Search In an AI-driven search environment, basic business listings won’t cut it anymore. Tourism businesses need product-specific content that answers customer questions before they ask — just like how Amazon listings feature detailed FAQs and customer reviews.
Fabienne and Liz share practical tips on how operators can use AI tools to generate and optimise product content, ensuring they appear in top search results and win more bookings.

Top Tips to Future-Proof Your Tourism Marketing

✔️ Get your products listed on Google Things-To-Do through an authorised provider such as Magpie.travel.
✔️ Build detailed product pages with FAQs, reviews, and clear booking options
✔️ Regularly create authentic, rich content using AI tools to save time
✔️ Always review AI-generated content for accuracy, brand alignment, and professionalism

The tourism businesses that succeed will be the ones who adapt their content strategies now, making themselves highly visible in the new world of AI search.

If you haven’t already, be sure to check out all of our free AI resources for tourism businesses grouped here.