The company’s shift to AI Mode is set to transform how travelers search online — replacing static link lists with interactive, conversational answers
Jul 18, 2025
Google is ushering in a new era of search with the rollout of AI Mode, a conversational engine that’s poised to replace traditional search results with dynamic, multi-step interactions. Already live in a separate tab, AI Mode is being tested as the future default search experience — with especially profound implications for travel. Instead of delivering static lists of links, Google’s AI will guide users through personalized discovery journeys, dramatically shifting how content is surfaced and brands are found online.
Key takeaways
AI Mode replaces link lists with conversations: Google’s AI Mode allows users to engage in layered, follow-up discussions — turning queries like “family tours in Costa Rica” into an interactive dialogue that mimics a personal travel advisor. This marks a shift from static search to dynamic, intent-driven exploration.
The SEO game is changing: Mentions matter more than rankings: Being the top link on Google matters less than being the brand that the AI mentions in conversation. “Mentions are the new clicks,” says Brennen Bliss — highlighting the need for brands to earn AI trust, not just optimize for rank.
Travel content pipelines are at risk: Traditional content marketing — blog posts, guides, and itineraries — may no longer attract traffic directly. Instead, they will inform the AI’s knowledge base. Travel marketers must rethink their top-of-funnel strategy or risk becoming invisible in the discovery phase.
Google’s rollout is gradual but strategic: AI Mode is currently isolated in a separate tab, but Google is set to integrate it fully into main search once it meets engagement and monetization thresholds. With ~80% of Alphabet’s revenue tied to ads, this shift hinges on proving AI can deliver commercial performance.
Booking isn’t part of the AI flow — yet: While AI Mode can suggest options like a Santorini sunset cruise, it doesn’t handle bookings directly — though future integration with Project Mariner could change that. For now, travel brands still control the final step of the funnel.
Trust-building starts now: Brands that engage early and ensure their content trains — and earns trust from — AI models will be more likely to appear in future AI-led search experiences. The travel industry, known for complex, consultative decisions, is especially ripe for conversational AI disruption.
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