Is AI replacing Google for travel planning?

For years, most travelers started trip planning the same way: open Google, search for a destination, and start clicking through websites.

Today, many searches start using AI tools like ChatGPT, Claude, Gemini, and others to plan trips. Instead of scrolling through pages of results, customers ask a question and get curated recommendations in seconds.

For tour and activity operators, this shift matters. AI isn’t just changing how people search. It’s changing how your experiences get discovered.

Let’s break down what AI search actually means and how individuals are using it. Then, we’ll cover what FareHarbor operators can do to stay visible as discovery evolves — including being featured on our new ChatGPT app.

What are AI searches?

AI search works differently from traditional search engines.

Instead of returning a list of links like a Google search, AI tools generate direct answers based on the information they can access. A traveler might ask:

• “What are the best boat tours in Miami?”
• “What’s a good family activity in Sedona for half a day?”
• “What should I do in San Diego if I only have three hours?”

The AI scans websites and available information, then provides relevant experiences in a conversational answer.

In many cases, these answers can now include bookable tours and activities, not just suggestions.

Customers no longer need to jump between multiple sites to research options. They can discover experiences, compare details, and book in one conversation.

How travelers are using AI to plan trips

AI tools are becoming a shortcut for guests who want faster, more personalized recommendations.

Instead of searching broadly and narrowing down options themselves, travelers are asking specific questions about their trip.

Some common examples include:

• Finding activities that fit a schedule – “Things to do in Nashville for two hours before a flight.”

• Matching experiences to interests –  “Where can we go kayaking in the Everglades?”

• Planning around logistics – “What are some activities our family can do before our flight?”

They are asking AI the kinds of questions they used to ask Google.

The difference is that AI provides direct recommendations, often without opening multiple websites.

What this means for tour and activity operators

Guests using ChatGPT can now discover and book tours directly within the platform with real-time availability and pricing from FareHarbor operators.

This means that, instead of appearing only in traditional search results, your experiences may now surface when someone asks AI for recommendations.

For operators, this creates new opportunities to:

• Reach travelers earlier in the discovery process
• Appear in curated recommendations instead of long search lists
• Provide accurate, bookable information immediately

Operators who participate early may gain an advantage as customers adopt AI-powered planning tools.

How to optimize for AI-driven discovery

The good news is that the same practices that improve your listings today also help AI tools understand and recommend your experiences.

Here are a few ways to prepare.

Join the FHDN to be featured in our ChatGPT app

In order for your tours to be recommended in our ChatGPT integration, you must be a part of the FareHarbor Distribution Network (FHDN). 

Why is this new integration so important? This tool provides a new distribution channel while ensuring you are taking part in this emerging space of travel planning. When travelers ask in our app to help them find a “rafting excursion near the Grand Canyon” or a “food tour in Rome”, your business can appear in the results.

 

Use Content Builder to structure your listings

Clear, structured listings help both guests and AI tools understand what you offer.

Operators using FareHarbor’s Content Builder have already seen an average 7% increase in conversions compared to the previous year.

Clear listings make it easier for AI systems to interpret details like:

• activity type
• duration
• location
• included features
• group size

When this information is organized clearly, your experiences are more likely to match traveler searches.

Be specific about audience, duration, and logistics

AI tools rely heavily on detailed descriptions to match visitors with the right experience.

Include specific information such as:

• Who the experience is designed for (families, beginners, adventure travelers)
• Exact duration of the activity
• Group size limits
• Physical requirements or limitations
• Meeting points and transportation details

For example, instead of saying: “Enjoy a scenic kayak tour.”

A stronger listing would include: “Two-hour guided kayak tour along the Silver River designed for beginners, including safety instruction and wildlife spotting.”

The more context you provide, the easier it is for AI tools to match your experience to the right traveler searches.

Write listings that are easy to scan

Both Google searches and AI tools work better with listings that are easy to scan.

Break your listing into clear sections, such as:

• Overview
• What’s included
• What to bring
• Important information
• Meeting location

Headings and short sections help your guests quickly understand the experience and help AI tools interpret your listing accurately.

Keep pricing and availability up to date

If pricing, schedules, or availability are outdated, it becomes harder for the AI tools to recommend your experience.

Keeping your listings accurate means customers who discover your experience can book right away, without second-guessing the details. Real-time availability matters even more as bookings start happening directly through AI-powered platforms.

Why acting early gives operators an edge

AI-powered travel discovery is evolving quickly and already changing how travelers research and book experiences.

Operators who keep their listings clear, structured, and up to date will be better positioned as these tools become a bigger part of trip planning.

AI is not replacing travel inspiration. It is changing how potential customers find it.

If you want to reach guests through emerging platforms like ChatGPT, start by joining the FareHarbor Distribution Network and optimizing your listings with Content Builder.

Book a demo to see how FareHarbor can help you reach more travelers and turn discovery into bookings.