AI is changing how travelers find and book experiences. Search results are shrinking, zero-click answers are rising, and attention spans are shorter than ever.
The smartest tour operators are rebuilding their websites right now. Why? Because while everyone else sits back to see what happens, these operators are implementing new strategies that will help them win big by redesigning for how people (and algorithms) behave today.
Now is your opportunity to do the same.
What You Should Know
How is AI search changing how travelers find tour operators?
AI tools like Google’s SGE, ChatGPT, and Gemini are reshaping how travelers discover experiences. We’ll show you what this means for your visibility.
What do AI systems and travelers expect from a tour website today?
Both AI and guests are raising the bar. We’ll unpack what your homepage and tour pages need to stand out in 2025 and beyond.
What are the quickest website fixes to boost conversions?
We’ll walk through five simple changes that can make a big impact fast, and share our 10-point AI-Ready Website Framework to help you survive the AI search shakeup and future-proof your site.
How can I get my website ready for 2026?
You’ll learn how to future-proof your site for the next wave of AI-driven search and what steps to take now to stay visible when it matters most.
Meet our speaker
Brandon Lake
CEO of Resmark, and owner of Western River Expeditions and Moab Adventure Center.
Brandon Lake is a pioneer in the adventure travel and tour technology space. As the founder of Resmark, an advanced reservation platform for tour and activity providers, and WaiverSign, a digital waiver solution trusted by companies worldwide, Brandon has spent over two decades helping operators grow smarter and scale sustainably.
Brandon is also a leader at Western River Expeditions and Moab Adventure Center, two very successful tour companies. From marketing and operations to sales and customer experience, he brings hands-on knowledge from the frontlines of running a multi-location tourism brand.
Brandon has served on the boards of key industry organizations like Rafting America and Trusted Adventures, and is known for bridging the gap between high-level strategy and day-to-day business impact. His expertise in digital transformation, AI marketing tools, and generative SEO makes him a trusted voice for businesses navigating the future of online bookings.
When he’s not running tech companies or guiding operators to better results, Brandon enjoys getting outside with his wife and four kids, whether it’s rafting, biking, or hiking through the great outdoors.
Did You Know…?
The way travelers find and book tours is evolving fast. With AI shaping how information is displayed online, fewer guests are discovering operators through traditional search. To stay visible, your website needs to perform for both travelers and algorithms.
AI search is changing discovery. Tools like Google’s SGE, ChatGPT, and Gemini are answering questions directly, often before a traveler ever clicks a website.
Visibility now depends on credibility. AI systems are pulling from your content, reviews, and authority across the web, not just your homepage.
Traditional SEO isn’t enough anymore. Optimizing for both human visitors and AI crawlers ensures you show up in the moments that matter most.
Future-ready websites win. Operators investing in AI-ready design today are positioning their businesses for stronger visibility and direct bookings in 2026.
How Smart Tour Operators Are Preparing Their Websites for 2026
If you’ve been wondering whether it’s time to update your tour company’s website, the answer is yes. The way travelers search, compare, and book experiences is changing fast. AI search, shrinking organic results, and short attention spans are reshaping how people decide who to book with.
For tour operators, a website built even three years ago may no longer meet today’s expectations or tomorrow’s algorithms. Rebuilding now sets you up for growth in 2026 and beyond.
The Shift Toward AI-Driven Search
Artificial intelligence has become the new front door to the travel decision process. Travelers are asking tools like ChatGPT, Gemini, and Perplexity where to go, what to do, and who to book with.
Brandon Lake put it clearly during the discussion: “The question is no longer how to use AI to be efficient, it’s how to use AI to be visible.”
That visibility depends on how your site communicates with both humans and machines. Structured content, clear page organization, and conversational copy that answers traveler questions directly all help AI systems understand and recommend your business.
If your site hasn’t been refreshed with that in mind, now is the time.
Rebuilding for the Modern Traveler Experience
The modern traveler expects instant clarity. Within a few seconds, they need to know who you are, what you offer, and why they should trust you. If they have to scroll or guess, they leave.
A rebuild gives you the chance to:
- Simplify your navigation and homepage messaging
- Use strong visuals that convey emotion and place
- Make pricing, inclusions, and CTAs immediately clear
- Add reviews and trust badges that reinforce credibility
As Brandon noted, “Your website should make travelers feel like they’ve already started the adventure.” That means every photo, headline, and button should work together to guide them confidently toward booking.
Mobile Speed and Design Are Non-Negotiable
Over 70% of travel research now happens on mobile devices. Yet many tour websites still load slowly or break layouts on smaller screens.
An AI-ready rebuild focuses on lightweight, responsive design. Compress images, minimize scripts, and make sure forms and buttons are thumb-friendly.
Speed isn’t just about user experience. It’s a ranking factor. Search engines and AI models prioritize fast, trustworthy sites when recommending experiences.
Your Content Needs to Work for AI and Humans
AI search systems reward clarity and structure. That means:
- Writing in natural language that matches how travelers ask questions
- Using H2s and bullet points to make answers scannable
- Including FAQs that directly address traveler concerns
- Adding schema markup so AI can understand your tours, pricing, and reviews
Think of it as building two bridges, one for travelers and one for the AI systems connecting them to you. When those bridges align, you win more direct bookings.
Build for Conversions, Not Just Clicks
Rebuilding your site isn’t only about ranking higher. It’s about turning visitors into paying guests.
A high-performing tour page should:
- Showcase emotion-driven photos and storytelling
- Display clear CTAs like “Check Availability” or “Book Now”
- Use real guest reviews and guide bios to build trust
- Keep checkout frictionless with transparent pricing and secure payment options
“Every hesitation costs you a booking,” Brandon reminded operators. A rebuild is your opportunity to remove those hesitations.
Preparing Now Positions You for 2026
The travel industry is on the verge of another digital leap. By the time many operators start thinking about redesigning in 2026, the leaders will already have a full year of optimized performance, data, and visibility behind them.
A rebuild isn’t just maintenance. It’s momentum. It gives your team a fresh platform to create content, run ads, and track results accurately. It ensures your marketing, CRM, and waiver systems work together seamlessly.
In short, the best time to rebuild your website isn’t when it breaks. It’s when you realize the market is shifting, and right now, it’s shifting fast.