June Webinar
AI Search Optimization & Generative SEO: What Tour Operators Need to Know Now
📅 Live on Thursday, June 26 at 11:00 AM MT
Travelers aren’t just googling anymore
Today’s travel planning isn’t limited to Google Search. From ChatGPT and Bing Copilot to AI-powered travel assistants and maps, your potential guests are using generative engines to discover, compare, and book tours.
If your business isn’t optimized for AI search platforms, you're already losing visibility.
This live webinar will show you how to implement AI search optimization strategies and generative engine optimization so your tour or activity business ranks across both traditional SEO and AI-driven platforms.
Webinar starts in
The webinar has started! Join now: https://us06web.zoom.us/j/85685574513.
What you’ll learn
Why SEO Still Matters in an AI World
We’ll explain why SEO is still one of the most important ways to drive bookings, how AI is changing the game, and what you need to shift in your strategy to stay relevant.
How AI Is Reshaping Search Results
From featured snippets to AI summaries and map packs, we’ll break down where visibility happens now and how your content can show up where travelers are looking.
What Is GEO (Generative Engine Optimization)?
GEO focuses on how AI tools choose and recommend content. We’ll walk through how it works and what steps help your tour company appear in AI-generated results.
Quick Wins You Can Start Today
We’ll cover easy actions you can take right now to improve your SEO and GEO—like optimizing key pages, tracking AI traffic, and getting listed in the right places.
Meet our speakers
Brandon Lake
Brandon Lake is a pioneer in the adventure travel and tour technology space. As the founder of Resmark Systems, 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.
Nikki DeSantis
Nikki DeSantis is a digital strategist who helps travel and tour brands stand out in search and connect with their ideal guests online. As the Marketing Director for Resmark Systems, WaiverSign, and ResmarkWeb, she leads the charge on marketing strategy.
Nikki’s journey began as a travel blogger and content creator, where she built a loyal audience and learned firsthand how to turn stories into clicks and clicks into conversions. Today, she applies that same storytelling skillset, combined with SEO knowledge, to help operators rank on Google, get found in ChatGPT, and capitalize on AI search trends.
With a passion for education and providing value, Nikki has worked with several companies to modernize their marketing using tools like AI-driven content, generative engine optimization, and local SEO for tour operators. She understands the challenges that small teams face and creates scalable systems that get results without burning out your staff.
Outside of work, Nikki enjoys running marathons and exploring the world through unforgettable tours and travel experiences.
Use SEO and AI to get more bookings
You didn’t start your business to become a digital marketer. You started it to share unforgettable experiences like rafting, hiking, or exploring the outdoors. That’s where SEO for tour operators and AI search optimization come in. When done right, these strategies help travelers find and trust your business, whether they’re searching on Google or asking ChatGPT for recommendations.
By using a smart mix of SEO and GEO, you can boost visibility across platforms, earn more direct bookings, and spend less time chasing leads. That means more time guiding trips, connecting with guests, and doing what you love while your online presence works for you in the background.
Did You Know…?
The way travelers find and book tours is shifting fast. Zero-click search results and AI chat tools mean your next guest might never land on your website unless you optimise for both traditional SEO for tour operators and AI search optimization.
72% of travelers prefer organic results over paid ads, even as SERP layouts shift dramatically
AI tools like ChatGPT and Bing Copilot now recommend tours based on your reviews, rankings, and brand visibility, not just your website
A growing number of users never click a link, thanks to AI summaries, featured snippets, and map results
Generative Engine Optimization (GEO) helps you show up in AI-driven results where decisions are being made faster than ever
How to show up in Google and AI search in 2025
The way travelers search is changing fast. They’re not just Googling anymore. They’re asking ChatGPT, using Google’s AI Overviews, and turning to tools like Bing Copilot and Gemini to plan their trips. If your tour company isn’t showing up in these new search experiences, you're already missing bookings.
That’s exactly why we’re hosting a free webinar on The New SEO + AI Search Formula for Tour Operators. If you want to stay ahead of the curve, this is the session you can't afford to miss. Register for the webinar now!
But if you’re wondering what’s changed and what to do about it, this will give you a sneak peek.
SEO is not dead, but it has changed
You may be hearing that SEO is dead or no longer matters in the age of AI. That couldn’t be further from the truth.
In 2025, SEO is still a top driver of direct bookings. The difference is that your content also needs to be understood and surfaced by AI search engines, not just Google. You're no longer just optimizing for clicks. You're optimizing for visibility across platforms.
AI tools are rewriting the search results page
Travelers today see a different kind of search results page depending on what they ask. It might include:
- AI-generated summaries
- Featured snippets and “People Also Ask”
- Map results and review-rich business listings
- YouTube Shorts or video carousels
- Fewer clickable links than ever before
This is known as a zero-click environment, and it means that your business needs to appear within the results, not just at the top of them.
What is GEO and why does it matter?
Generative Engine Optimization (GEO) is about showing up in those AI-generated responses and recommendations.
If a traveler types “best snorkeling tours in St. Thomas” into ChatGPT or Gemini, you want your company to be in that answer. GEO helps make that happen by optimizing your presence across search engines, review platforms, and third-party content that AI tools reference.
It's not just about keywords anymore. It's about your overall digital authority.
Real example: showing up in chatGPT
One of our clients, Virgin Islands EcoTours, recently showed up in ChatGPT recommendations without running ads. Here’s why:
- They have strong reviews and Google Map visibility
- Their site is fast, optimized, and mobile-friendly
- They’re listed in well-ranked third-party articles
- Their content clearly communicates trust and relevance
They’re proof that GEO works, and we’ll share more of this story during the webinar.
Why this matters for tour bookings
Whether travelers are using Google or ChatGPT, the journey to booking looks different now. If your business doesn’t show up where the search begins, you’re not even in the running.
The good news is that you don’t need to start from scratch. You just need to know:
- How GEO and SEO work together
- What changes to make for AI-driven visibility
- How to track traffic from these platforms (yes, you can do that in GA4 and here's how)
- Where to focus your time for the biggest return
And that’s exactly what we’ll cover in the webinar.
Save Your Spot Now
📅 Thursday, June 26 at 11:00 AM MT
✅ Free registration, live Q&A, real examples
Below are a few FAQ's we've been getting:
Is SEO still worth the investment?
Yes. SEO continues to drive high-quality traffic and bookings. GEO simply helps you stay visible as more travelers use AI tools to plan.
How do I show up in ChatGPT results?
By optimizing both your site and your broader digital presence. Reviews, citations, local listings, and content structure all matter.
Do I need to overhaul my entire strategy?
Not at all. Many of the same principles apply. You just need to layer in GEO tactics and expand your reach across platforms.