Why AI-powered results create openings for smaller brands but keep big players in charge
Aug 21, 2025
Google’s AI-driven search is reshaping visibility in travel. While “Hidden Gems” content from smaller sites is getting surfaced more often, established brands still dominate overall visibility. For challenger travel brands, this creates both new opportunities and familiar challenges.
Key takeaways
- Hidden gems defined: Google now highlights first-hand, authentic content from forums, blogs, and niche sites alongside large brands.
- More variety, less dominance: Hidden Gems appear across a wider range of queries, but big travel domains still show up more frequently and gain stronger brand recall.
- Authority redefined: Traditional metrics like domain rating still matter, but AI-led search places more emphasis on depth, originality, and intent alignment.
- Opportunity for challengers: Smaller brands can gain traction by producing genuine, practical insights that larger players often overlook.
- Challenge of repetition: Consistent presence across multiple queries is key; a few appearances won’t create meaningful visibility.
- New path to authority: Challenger brands can build credibility by developing a clear editorial voice, anticipating user intent, and investing in content that resonates rather than just ranks.
Get the full story at Search Engine Journal
