• Travel Planning in 2025

    How Are Travellers Researching & Planning in 2025?

February 5th, 2025

A Guide for Tourism Operators to Navigate the New World of Search

Buckle up – the ways travellers are finding and booking their holidays online have fundamentally shifted, and we’re here to help ensure your tourism business is front and centre.

In 2025, Google is all about serving up instant answers, information-rich snippets, and AI-powered suggestions tailored to suit every search query – providing all the answers on page one.

Plus, social media platforms like TikTok and Instagram are stealing the thunder from traditional blogs & guidebooks, with entertaining + educational short form videos providing inspiration by the bucket load.

So when 60% of Google searches end without a click, how do you show up as a must-do and earn your place on traveller’s itineraries, when users aren’t even clicking through to your website? Here’s Maverick’s top tips for discovery in this new era of search.

SEO in Tourism

Think of Google as a key virtual shopfront, just like your website

Your Google My Business Profile is now often your first point of contact with potential customers. Covering key planning information, contact details and testimonials packed with social proof, here’s what you need to nail:

  • Keep your profile fresh: Update your operating hours, seasonal information, and pricing regularly
  • Encourage guests to leave Google Reviews, and reply to them promptly with a personal touch
  • Upload high-quality photos to your listing that showcase your experience in different seasons
  • Use Google Posts to share updates about the latest & greatest news, special offers, or behind-the-scenes insights
  • Add specific tags to your profile that matter to your audience (think “wheelchair accessible” or “Mandarin-guided tours”)

Embrace social media discovery

More than 70% of TikTok’s European audience say they’re likely to book a holiday based on recommendations they’ve seen on the platform, and research from Tourism Australia reveals that nearly half of British adults (47%) are using TikTok to plan trips.

  • Share authentic, high-quality photos across all platforms that reflects your unique offering
  • Create fun short-form video content for Instagram Reels, TikTok, and YouTube Shorts that’s bite-sized, informative, and makes the viewer wants to share and save it
  • Use location tags and relevant hashtags consistently, like #PlanMyTrip
  • Monitor how influencers and content creators are talking about your attraction or accommodation online

Tour Guide

Consider how your customer’s queries can be answered with Zero Clicks

When writing website content, structure it in a way that directly resolves common visitor questions, and allows Google to serve up your answers in its AI overviews:

  • Create FAQ sections using natural language (e.g., “How much does a bungy jump cost?”, “What should I bring on a Milford Sound cruise?”). Top tip: test out some sample Google searches to see the auto-fill answers.
  • Include key details like pricing, durations and locations in easily digestible formats
  • Optimise for voice search by using everyday conversational keywords in your content, rather than technical lingo

Traditional SEO still matters

Even in this new AI era, search optimisation essentials are still crucial:

  • Build strong backlinks from reputable NZ tourism sites, by keeping your listings updated on NewZealand.com and your Regional Tourism Organisation’s website
  • Use location-specific keywords naturally in your content
  • Maintain consistent and accurate information across all referral sites

SEO Funnel in Tourism

As the future of search becomes more conversational and AI-driven, travellers are still seeking a personal touch. Keep your website content fresh and regularly updated, and post short form videos on a consistent basis so travellers can engage with you at a deeper level and in real-time.

By ensuring your written and visual content is informative, creative, and uses natural language just like a tour guide would speak, you’re all set to be discovered easily when your next customer is searching for their next adventure.

#MAVERICKTOURISM

Final chance to grab an Earlybird ticket for Destination: Digital 📣
 
On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.
 
As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.

Final chance to grab an Earlybird ticket for Destination: Digital 📣

On our ‘From Insight to Impact’ panel, you’ll hear from data-driven decision makers Rachel Howie (RealNZ), Shaun Fitzgibbon (TRA), and Sarah Britton (nee Short) (Tourism New Zealand), who’ll bring a diverse range of perspectives on how you can leverage data to shape marketing strategies, identify emerging trends, and build high-impact campaigns.

As NZ’s only conference dedicated to tourism marketers, it’s a day all about equipping our industry with the latest tactics and techniques for your digital toolboxes. Now all that’s missing is you - see you on Tuesday December 3 (the day prior to TEC Xmas Symposium) at the B:Hive in Auckland. Grab an earlybird ticket before 5pm today 👉 link in bio.
...

After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn't be prouder! 🚀

From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏

#Promotion #DigitalMarketing #TourismIndustry #NZ

After just 8 months of dazzling us all with her epic energy, enthusiasm and quick learning; our superstar PT, @emi.cross, has been promoted to our Digital Performance Executive and we couldn`t be prouder! 🚀

From navigating the tourism industry to crafting Google and Meta campaigns, Emi has truly embraced the world of paid media like a pro 👏👏👏

#Promotion #DigitalMarketing #TourismIndustry #NZ
...

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