The travel industry, one of the most Google-dependent sectors out there, is on a bit of a rollercoaster ride when it comes to Google rankings. With AI-driven search features shaking things up, SEO in 2025 has become anything but predictable.
Google’s Search Results Page (SERP) has seen a 26% spike in volatility in 2024 vs. 2023.
The graph below shows just how unstable the SERP has become, with travel definitely feeling the heat.
One of the biggest culprits to this volatility in the SERP that we are seeing is AI overviews. Not so long ago companies like Kayak and Booking.com, counted on ranking highly on Google to keep the traffic flowing to their sites. But now, with AI Overviews hogging the spotlight, instead of clicking through to these sites, users are getting their answers straight from Google’s homepage. This means fewer clicks, fewer website visits, and just instant info served up by AI.
Google’s AI Overviews have become a game-changer for many industries, and for many industries, this change is leading to decreased click-through rates (CTR) and a change in the way users interact with search results. Because of how AI Overviews display information, users are getting everything they need straight from Google’s AI-generated answers, which means fewer visits for the businesses that once thrived on organic search traffic.
So how bad is it? A recent report from Seer Interactive found that organic CTR did drop when AI Overviews appeared, dropping from 1.41% to 0.64% year over year. On the other hand, when AI Overviews were not present, organic CTR increased.
It’s not all doom and gloom, however. Businesses that rely on these clicks are finding new and innovative ways of adjusting their marketing strategies to gain these clicks back. Kayak, a booking travel site, for example, has started to bid more on the sponsored links that appear below the AI Overviews.
TripAdvisor is another example of a travel company that has had to re-evaluate how they are reaching people online. They have started to conduct rigorous internal testing of their SEO methods. An example of this is looking at how their content is displayed around the world on Google.
Here’s another tip, Google rewards authority, which means creating genuinely helpful, valuable content. The better your content serves users, the higher your chances of appearing in AI Overviews.
In other words, if Google sees your site as a go-to source of information, you’re more likely to land in those AI-generated answers. If not? You’ll be watching from the sidelines while competitors take the spotlight.
The message is clear: if Google is changing the rules, travel brands need to change their playbook.
AI Overviews are now beginning to show up for more searches, including longer and more complex queries. The graph below shows this.
It is because of this, Matt Dacey, TripAdvisor’s president predicted that over the next 6 to 18 months, more people will begin to use AI Overviews and in that time, we will begin seeing real changes in search behavior. If brands don’t adapt now, they’ll be playing catch-up later.
Nadja Sumter, co-founder of a digital agency in Los-Angeles, so smartly commented “It’s kind of like, we put our eggs in this basket. Now the basket doesn’t exist.” Because of this, we are seeing travel companies, like Kayak, beginning to diversify their “eggs” and looking for new ways to reach new customers.
Their game plan involves targeting younger customers through social media platforms such as TikTok or Instagram, as well as taking advantage of influencer marketing which is so effective with the younger audience. By doing so, these companies have opened up new channels and ways to get traffic to their site, rather than only relying on Google.
If there’s one thing you can count on in digital marketing, it’s constant change and AI Overviews are just the latest shake-up. They’re already reshaping search behavior and businesses that don’t adapt risk losing out.
The key takeaway? Don’t put all your eggs in one basket. Brands that diversify their traffic sources, whether through social media, paid ads, or influencer marketing—will be the ones that thrive.
And if you do want a shot at ranking in AI Overviews? Valuable, authoritative content is non-negotiable. Google has made it clear: quality wins. The more helpful your content, the better your chances of staying visible in this evolving landscape.
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