How to Use AI in Travel and Tourism: 5 Proven Strategies Tour Operators Can Implement Now
Have you noticed that Artificial Intelligence is reshaping the travel industry? Whether it's crafting compelling tour pages or automating lead nurturing, AI is giving travel and tour businesses the power to work smarter, faster, and with more clarity. You might already be using AI every day (which is great!), or maybe you're feeling a bit intimidated. Either way, we've got you!
In the How to Use AI in Travel and Tourism workshop series, Brandon Lake, founder of RESMARK and co-founder of two successful tour companies (Moab Adventure Center and Wester River) delivered a practical, no-fluff roadmap. In five weekly sessions, he showed exactly how tour operators can implement AI to build strategy, save time, and boost bookings.
So we’ve decided to share one single blog post that captures the most valuable takeaways, quotes, and tactics from each workshop. Ready to dive in? Let’s go!
Part 1: Unlocking your ideal customer goldmine using AI
“Everything starts with the right person.” That was Brandon’s message as he kicked off the series, and he meant it. Before using AI to write, copy or generate blog posts, you need to feed it the right foundation: your Ideal Customer Profile (ICP).
Rather than guessing who your ideal guest is, you can extract that data from real feedback using AI. By uploading a few hundred reviews into ChatGPT, Brandon demonstrated how to build an ICP that reveals motivations, hesitations, language preferences, and emotional drivers.
“We're not guessing. We’re mining reviews, Google Analytics, product files, real insights to build a real profile.”
Tactical Takeaways:
- Upload 500+ customer reviews from Google, TripAdvisor, or Yelp in plain .txt files.
- Prompt ChatGPT with:
“Analyze this content and identify patterns in guest motivations, hesitations, emotional goals, and quotes that reflect customer language.”
- Use the
Elements of Value pyramid to classify desires: emotional, functional, or aspirational.
- Create a one-page persona including name, backstory, desires, concerns, and objections.
This ICP will serve as your guide for every blog, ad, or email you create moving forward.
“If you skip this part, everything downstream, your copy, your ads, your website...will miss the mark.”
View Part 1 below:
Part 2: AI-powered website copywriting for higher conversions
Once your ICP is clear, it’s time to update your message. “The goal,” Brandon said, “is to make your website your best salesperson.” In Part 2, he showed how to write homepage copy that converts by using ChatGPT and customer data from Part 1.
Participants watched as he walked through every section of a high-converting homepage: from the hero headline to testimonials and CTAs.
“This isn’t just about writing pretty words. This is about putting the right words in the right order, using the right tone, to trigger action.”
Tactical Takeaways:
- Use segmented prompts like:
“Write a homepage hero section for a rafting company targeting outdoor-loving families, emphasizing safety, simplicity, and excitement.” - Pull actual review quotes into your headlines:“We felt like family the whole trip” became a featured testimonial headline.
- Use AI to brainstorm “Why Choose Us” sections, then refine to reflect your unique positioning.
- Layer images, headings, and CTAs that align with your customer's journey.
Brandon stressed the importance of going deeper than homepage text alone.
“You can apply this to every tour page, category page, even your About page. The structure is
repeatable.”
View Part 2 below:
Part 3: AI-generated blog & content strategy for SEO success
Blogs aren’t just for SEO, they build trust, authority, and traffic over time. In Part 3, Brandon explained how to generate an entire 52-week content calendar using AI.
He broke content into four types: long-form guides, listicles, seasonal updates, and informative FAQ posts.
“Long-form guides are gold. They bring in 3x the organic traffic and 4x the social shares compared to short posts.”
Tactical Takeaways:
- Use a master guiding prompt: "Act as a tourism content strategist. Create 52 blog ideas for a rafting company targeting families and couples visiting Moab.”
- Post Types:
- Guides: “Ultimate Guide to Moab Rafting” (2,000+ words)
- Listicles: “Top 7 Family-Friendly Hikes Near Moab”
- Seasonal: “What to Pack for Spring Break in Utah”
- Informative: “When Is the Best Time to Visit Arches National Park?”
Brandon showed how to generate drafts, then use the CRA method:
- Cut the fluff
- Review for accuracy and brand voice
- Add trust with local stories, quotes, and CTAs
“Don’t just publish AI output. You are the expert. Edit and elevate.”
Check out part 3 below:
Part 4: AI-Driven Email Marketing to Boost Tour Bookings
“Email is where the money’s at.” That’s how Brandon opened Part 4. Despite AI’s power, most tour operators underutilize email. This session covered lead magnets, nurture sequences, newsletters, and segmented outreach.
He showed how one campaign offering a local guide added 10,000+ new email addresses in a year.
“If you’re not capturing emails on your site, you’re wasting money. Email turns clicks into customers.”
Tactical Takeaways:
- Create a simple lead magnet like “Insider's Guide to Moab” or a “10-Part Adventure Email Series.”
- Use prompts like:
“Create a 10-email welcome series introducing top hikes, dining, and insider tips for a family visiting Moab.” - Include tips, stories, and reviews. Not every email should push bookings.
Three email categories:
- Nurture Sequences: Deliver value first, then recommend tours.
- Newsletters: Keep past guests and warm leads engaged.
- Segmented Blasts: Tailor offers to families, solo travelers, or repeat guests.
“You don’t need to sound like a robot. Use AI to scale your storytelling—not replace it.”
View part 4 below:
Part 5: AI-Powered Ads & Campaigns to Maximize Bookings
Ads can make or break your marketing budget. In Part 5, Brandon outlined how to use AI to create high-converting Google ads, retargeting banners, and landing pages—all informed by your ICP and powered by real reviews.
“We boosted conversion 20 to 30 percent just by changing the copy.”
Participants learned how to tailor ads by visitor behavior. For example, show different ads to families, couples, or itinerary planners.
Tactical Takeaways:
- Use AI to write 3-5 ad variations for each tour. Include emotional language, urgency, and customer quotes.
- Prompt example:
“Write a Google Search ad for a 3-day Moab rafting trip targeting families. Use urgency and social proof.” - Use Eugene Schwartz’s five levels of customer awareness to segment campaigns: from “totally unaware” to “most aware.”
- Match landing pages to ads:
- Consistent headline
- Tour-specific imagery
- Clear CTA (“Check Dates” often outperforms “Book Now”)
“Use real words from real customers. Your best copywriter is your happiest guest.”
Check out Part 5 below:
FAQs: Marketing Takeaways from This Workshop
How can I use AI to improve SEO on my tour business website?
Don’t rely on AI to do all the work for you, but it’s a great starting point. Use tools like ChatGPT to help brainstorm long-tail keywords, generate blog outlines, or rewrite content for clarity and relevance. Just make sure you’re reviewing and refining the output so it sounds authentic and matches your brand voice. AI can help you work faster, but your strategy and storytelling still need a human touch. Also, be sure to supplement AI with real keyword research tools like Ubersuggest, SEMrush, or Google Search Console to guide your content decisions. If you'd like to learn about free SEO tools, check out this blog.
Can I use AI to help with my social media content planning?
AI can absolutely help spark ideas and build momentum. Use it to generate content calendars, brainstorm caption hooks, or repurpose blog content into Instagram posts. Then step in to tweak the voice, highlight specific guest stories, and ensure each post aligns with your brand personality. And don’t forget to check your analytics or tools like Meta Business Suite or Later to see what’s actually performing.
What should be on my homepage to increase bookings, and how can AI help?
AI is great for testing out different versions of your headlines, CTAs, or benefit statements. Use it to quickly draft messaging variations, then run A/B tests using tools like Google Optimize or Hotjar to see what drives clicks and conversions. The goal isn’t just fast content, it’s high-performing content that builds trust. Let AI handle the rough drafts, but make sure you’re refining them with real data and visitor feedback.
Should I hire an SEO company or use AI on my own?
AI can get you started with blog posts, keyword lists, and on-page SEO improvements, and it’s a budget-friendly way to learn. But long-term, you’ll need a deeper strategy, one that includes competitor analysis, technical SEO audits, backlink building, and ROI tracking. That’s where working with a tourism-focused SEO team can help. Use tools like Ahrefs or Moz alongside AI to understand what’s working, and bring in experts when you want to grow faster without guessing. If you'd like to learn more how ResmarkWeb can help, book a call.
What kinds of posts should I share on Instagram or Facebook, and how can AI help?
AI tools like ChatGPT can brainstorm content themes, rewrite captions, or give you a month’s worth of ideas in minutes. But don’t stop there, your highest-performing posts will come from real photos, guest reviews, and behind-the-scenes moments. Think of AI as a drafting assistant, not a content manager. And use platform insights, social listening tools, or scheduling platforms with analytics (like Buffer or Sprout Social) to refine what’s resonating with your audience.
Build for What Won’t Change
Across all five sessions of this workshop series, one lesson remains crystal clear: focus on what won’t change. The travel landscape may shift. Algorithms, AI tools, and consumer platforms will continue to evolve. But the core of good marketing endures. You must deliver the right message, to the right person, at the right time. AI gives you the ability to scale that principle more efficiently than ever before. Whether you're building content, launching ads, or rewriting your homepage, every successful effort starts with a deep understanding of your customer.
Brandon reminded us again and again, AI is not a shortcut. It is a force multiplier. When used well, it enhances your intuition, multiplies your creative output, and shortens the path between idea and execution. It doesn’t replace your voice, your brand, or your relationships. Instead, it helps you protect your time and stay consistent. Whether you’re a solo tour operator or managing a team, using AI the way it was taught in this series gives you a competitive advantage, and a scalable marketing system for years to come.
👉 Watch all 5 parts
