`Tis the season for travel queries on Search, and the latest BrightEdge AIO data report shows that while Google AI Overviews trends are stabilizing, travel is experiencing a 700% surge.
Travel industry sees massive growth in AIO citations
SEJ writer Roger Montti picked up on the latest BrightEdge data report, which shows AI Overviews stabilizing except for the travel industry, which isn`t surprising considering we are entering the holiday season and Google`s growing confidence in AI Overviews making relative travel recommendations.
However, as AI summarised answers are shown to be increasing zero-click searches, which is hurting websites depending on traditional organic traffic, the report advises travel publishers to create concise, keyword-relevant, seasonal content to attract AIO visibility.
BrightEdge offered this advice:
- “To capture AIO visibility, travel brands should optimize content around seasonal travel, local events, and specific activities. Many of the keywords that are part of this surge start with “Things to do,” which then triggers an unordered list.”
AI favoring local and activity travel queries
BrightEdge`s data reveals that Google AI Overviews now shows citations for specific local travel-related queries with longtail keywords relevant to the user`s search intent rather than broad, larger destination queries.
BrightEdge advised on how to optimize for local travel AIO searches:
- “This trend highlights an opportunity for travel brands to capture AIO visibility by creating content that aligns with users’ more refined search intents.
- Optimizing for queries related to local events, neighborhood attractions, and seasonal activities can improve relevance as AIOs continue to focus on detailed, location-specific travel information.
- For example, content targeting searches like “best winter activities in New England” or “holiday events in small towns” is likely to resonate well with users seeking unique travel experiences.”
BrightEdge further explained how AIO is leaning towards more localized, seasonal, and activity-specific travel searches:
- “Initially, travel AIOs were dominated by broad, general queries focused on major tourist destinations. However, as the month progressed, there was an increase in more localized, activity-specific, and seasonal travel searches, reflecting a deeper level of user intent. By November, AIOs were increasingly focused on niche travel queries covering smaller cities, specific neighborhoods, and unique local activities.”
Report shows AIO Is stabilizing
Since Google launched AI Overviews in May, citation growth has steadily decreased as the tech giant tweaks its systems to source helpful content from a range of sources.
As Google says:
- “AI Overviews appear in Google Search results when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources.”
BrightEdge`s data reflects this, showing AIO daily citations slowing by 1.3%, indicating a more stable period.
BrightEdge said about slowing citations:
- “We are now six months into the AIO era and seeing macro-changes in AI overviews that are getting smaller and smaller.”
BrightEdge gave this advice for brands on taking advantage of AIO stabilization:
- “The stabilization in AIO appearance allows brands to optimize for a consistent presence, particularly for evergreen holiday keywords. This benefits campaigns where a steady AIO presence can drive significant traffic and conversions. As AIOs stabilize, planning and incorporating them into strategies becomes easier. This is pivotal insight for marketers who wish to make AI Overviews part of their 2025 strategy.”
Site owners and publishers have struggled to identify what keywords will attract AIO visibility and citations since the launch of AI Overviews; hopefully, the stabilization brings keyword phrase predictability, which is good news for optimizing your brand’s presence.
Optimizing content to attract AIO visibility
Google uses AI to tailor its search results for each user based on their preferences and search history, and publishers must ensure their content strategies align with Google`s personalized search results.
Google also says AIO prioritizes user search intent and direct answers, so websites that provide high-quality, highly targeted, concise content that addresses the search query should increase their chances of appearing in AIO citations.
