Google says travelers now search with intent, and creators are becoming key to discovery and conversion
Oct 31, 2025
Search is becoming longer, more precise, and visually driven — and Google says this marks the biggest shift in travel discovery since search began. The company sees creators and AI tools as central to how travelers now find, explore, and book experiences.
Key takeaways
- Longer, intent-rich searches: Travelers now type highly specific queries, signaling clear intent — shifting from “restaurants in Abu Dhabi” to “Michelin-starred restaurant with no set menu.”
- AI-driven discovery tools: Features like Circle to Search let users highlight items in videos to instantly access related information, turning inspiration into action.
- Creators as catalysts: Travel creators spark curiosity and drive conversions, enabling users to move from viewing to booking within seconds.
- Shift beyond keywords: Traditional SEO is no longer enough — marketers must design visibility strategies that align with intent, imagery, and context.
- Collaboration over promotion: Google encourages destinations to treat creators as discovery partners, reflecting Gen Z’s self-image as co-creators rather than passive consumers.
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