In case you missed it, there’s a new tab on Google – AI Mode.
While many of us are still adapting to AI overviews, the Gemini-generated summaries that are appearing atop more and more search results (50% of desktop searches now), the world’s biggest search engine is clearly pointing toward an AI-driven future: AI Mode, where Google search becomes a full-fledged AI chatbot experience.
AI Mode is still small. It currently accounts for about 1% of Google searches. However, the company’s CEO has spoken plainly about it: it is the future of search. Just yesterday, Google announced AI Mode is being expanded to five different languages, including Hindi and Japanese, after its initial rollout was limited to English.
Search marketing firm Propellic has just released a report that delves into how travelers use AI Mode, how they search, plan and get to booking. And the results are striking.
How AI Mode Presents Things To Do: Business Listings, Blogs and OTAs
Users clicked on operator or branded links 56% of the time, while online travel agencies (OTAs) such as Viator and GetYourGuide received less than 10% of clicks. Other sites such as content and media sites garnered more clicks.
We undertook some searches of our own in AI Mode and observed something quite surprising: OTAs are hard to find. We did searches across a handful of cities, and found most AI Mode results linked to Google Business listings of operators and attractions, as well as content and media sites (such as YouTube, blogs or Tripadvisor).
This search for tours and things to do in New York links to Tripadvisor’s “10 Best” list for the city at the top, followed by YouTube and a tour operator.
Scrolling down below the fold, each of the options listed link directly to Google business listings. The in-line carousel of attractions features links to the business listings of each operator.
A similar search for top sites and off-the-beaten experiences in Paris yielded very similar results, with blogs and content sites, including Tripadvisor’s “10 Best” list again coming out on top.
Scrolling down, the top attractions each link to the operator business listing. Curiously, the third option, a Seine River Cruise, with a broken photo link, links out to a page on the Wander Women Project, a blog and community site for women travelers.
For the “off-the-beaten path” tours and experiences, AI Mode recommends a handful of culinary and market tours. Those lists link to blogs and content sites. There is one operator link – Sandeman’s New Europe – which links to the operator’s Google business listing.
But something is missing. There are little to no links out to Viator, GetYourGuide or any of the other OTAs — which have long dominated traditional search results — both paid and organic.
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However, these results could change based on location, how the search is phrased, and potentially even the person searching. With the same query for Vancouver as for New York above, AI Mode included a similar pattern of results, with local tour operators featured in the majority of listings alongside blogs and a handful of Eventbrite links:
The simpler query “tours in Vancouver” yielded a different list, with links to product pages and “top” lists on GetYourGuide and Viator appearing several times each among the results:
We also found results differed by user, indicating that personalization factors such as an individual’s search history and current location may factor into how AI Mode generates results. The exact same query from Douglas (in Atlanta, GA) and Janelle (in Victoria, BC) yielded varied results as shown:
What can we learn from all of this?
- Google business listings are essential. Every operator must claim their listing and ensure it is up to date and robust with clear, descriptive content, great photos, and lots of user reviews. Learn more about Marketing with Google here.
- Blogs appear to be back. AI is pulling from a range of content sources, and having more content out there about your tours and experiences is key.
- The end of OTAs? Don’t count on it. We are still in very early days for AI Mode.
Go Deeper on AI with Propellic & Arival
Download the Report:
Arival has partnered with Propellic to produce a report on the impact of AI on travel booking. The full report, From Search to Purchase: How AI is Disrupting Every Stage of Travel Booking, is available today through Propellic — simply share your email address to download a free copy.
Join the Meetup:
Arival Insider Pro Access members are welcomed to join a special Insider Pro Meetup on 11 September 2025 with Propellic Co-founder and CEO Brennen Bliss to explore the topic of AI and SEO for tour operators — register here.
Go Deeper at Arival 360 | Washington, DC and the AI Forum for Destination Experiences:
Learn more about the impact of AI on search at Arival 360 | Washington, DC event this 30 September – 3 October, where Propellic Co-founder and CEO Brennen Bliss will deliver a featured presentation in the theatre about the future of getting found online and in AI search.
Join us also for the AI Forum for Destination Experiences, happening alongside the main Arival event this 29-30 September. Join industry leaders, AI innovators, and tours, activities and attractions professionals for an immersive event dedicated to the transformative power of GenAI on destination experiences.
Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.
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