Google is preparing to fundamentally change how people search and travel brands need to be ready. CEO Sundar Pichai has outlined a clear vision for AI Mode, a conversational experience that allows users to plan trips through natural, multi-step dialogue rather than clicking through pages of links.
Already available as a separate tab, AI Mode is being tested before it’s merged into Google’s main search engine. For travelers, that means instead of typing “Costa Rica family tours” and scanning blogs, they’ll chat with an AI that can follow up with questions like, “What’s best for kids under 8?” or “Which ones include wildlife?”
“This isn’t a minor upgrade,” says Brennen Bliss, CEO of AI-driven travel marketing agency Propellic. “It’s Google rebuilding search from the ground up and it’ll be the default way people search within a year, not in some distant future.”
For travel marketers, this shift could upend how people discover destinations and experiences. Google’s AI won’t just display your content, it might summarize it, paraphrase it, or skip over it entirely. The priority becomes being mentioned in the AI’s response, not ranking #1 on a search results page.
“Mentions are the new clicks,” Bliss says. “If you’re not in the AI’s trusted knowledge base, you’re invisible.”
Traditional SEO tactics won’t cut it anymore. Brands will need to ensure their content is credible, high-quality, and frequently referenced — not just well-optimized.
While AI can guide users through planning, Google still isn’t handling bookings directly, yet. But with Project Mariner, the company’s next step toward integrating commerce, that could change too.
In the meantime, travel companies that move early to understand and influence how AI Mode surfaces results will have a head start. Those that wait risk falling behind in a world where discovery happens in conversation, not clicks.
Instagram Joins the Search Revolution
While Google reimagines how travelers ask questions, Instagram is changing how answers are found. As of July 10, 2025, Instagram now allows public posts from professional accounts to be indexed by Google, transforming it from a walled-off social app into a searchable content platform. For travel brands, the impact is immediate. Instagram has long inspired travelers through visuals, but now its posts, reels, and captions can appear directly in Google results — not just as social proof, but as search answers.
This shift means your Instagram strategy can no longer sit separate from SEO. Every post should now be treated like a mini landing page: optimized captions that address user queries, strong alt text, muted-friendly video overlays, and bios that include key search terms.
For example: rather than “Amazing sunset views,” a hotel might write, “Where to watch the sunset in Lisbon? Our rooftop bar overlooks the Tagus River, open daily with cocktails and panoramic views.” Just like Google’s AI Mode, Instagram’s searchability merges content creation with discoverability. It’s a call for brands to build content that is visually arresting and informationally relevant.
Together, Google’s conversational search and Instagram’s integration into search results mark the convergence of SEO, social, and AI into a single, unified discovery engine. Travel brands that understand this convergence — and create content that’s emotionally compelling and algorithmically credible — will thrive.
Success will go to those who:
Build brand authority so AI mentions them as a trusted source
Optimize Instagram for search, not just likes
Craft content that speaks to both humans and algorithms
The next era of travel discovery is not just about being seen; it’s about being included in the conversation.
