In a shift that could reshape the digital travel landscape, new research indicates that the longstanding “big brand bias” in search results may diminish with the rise of AI-driven tools like ChatGPT and Copilot.
Historically, search engines such as Google have rewarded larger, established travel brands with higher visibility, thanks to their track record of reliability and consistent content output. However, a recent search performance analysis across 20 high-monthly-search-volume (MSV) keywords reveals a different pattern in AI-generated results.
AI Tools Offer New Opportunities for Smaller Brands
The research examined the presence of 25 major travel and tour operators, including industry giants like G Adventures, CostSaver, and Intrepid Travel, across ChatGPT Search and Copilot. Surprisingly, only 20 of the 25 queries returned results for these well-known brands, and even then, appearances were infrequent. Tour Radar led with an 8.99% visibility rate, while popular brands like Trafalgar, G Adventures, and Expedia each appeared only 2.12% of the time.
“What we’re seeing is a fundamental shift in how brands are surfaced and discovered,” said Dan Taylor. “LLMs appear to give smaller and more niche brands a better chance of being featured, especially for high-volume travel queries.”
Interestingly, the study found a higher frequency of larger brands appearing in results for lower-monthly search volume queries, suggesting potential growth opportunities for niche travel providers in more competitive, high-traffic searches.
Google’s Hidden Gems Initiative and the Rise of Niche Content
To address concerns about its perceived bias toward big brands, Google introduced the ‘Hidden Gems’ feature, which showcases lesser-known content. While this has provided some uplift for smaller players, LLMs seem to be leveling the playing field more organically.
“This shift underscores the growing importance of creating highly specialized, user-centric content,” added Dan. “Brands need to move beyond chasing clicks and focus on delivering content that meets users where they are in their journey.”
Rethinking Travel Content Strategy
As LLM-driven tools alter the traditional search landscape, travel brands must adapt their strategies. The focus should now center on customer engagement and relevance rather than just traffic numbers.
The research highlights key considerations for travel marketers:
- Assess visibility within niche markets.
- Develop content that showcases product value and expertise.
- Prioritize addressing user needs across different stages of their journey.
The Future of Travel Discovery in the AI Era
The findings suggest that brands of all sizes must rethink their approach to digital visibility. Smaller, specialized operators, in particular, have an unprecedented opportunity to gain ground in high-volume search environments where they were once overshadowed by larger competitors.
“As consumer search behavior evolves, brands that invest in authentic, relevant, and user-first content will be best positioned to succeed,” concluded Dan.
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