Episode 24
Should Tour Operators Still Blog in the Age of AI?
Blogging isn't dead. Generic blogging is.
Build a content engine that ranks in Google and AI.
In this episode of the Tour Operator Growth Podcast, Nikki and Greg tackle the question on every operator's mind: is blogging still worth it now that AI answers questions directly? Their answer is yes, as long as you're intentional. They explain where blogging fits in the dreaming and planning stages of the Resmark Growth Engine, and why both Google and AI reward the same thing, which is helpful, credible, firsthand content. Since AI can only pull from the information it's given, the better and more useful your content is, the more likely you are to show up in AI overviews, ChatGPT, and search.
They walk through how to choose topics that real guests are already searching, using top, middle, and bottom of funnel buckets and a simple 70/20/10 framework. They cover keyword research with free and paid tools, writing for EAT (experience, expertise, authoritativeness, and trust), and structuring posts so they answer the question immediately and earn featured snippets. They close with how to build a sustainable content engine that uses AI to research, outline, and draft, without ever publishing generic filler. The big takeaway: consistency beats volume, and one genuine post built around a tour you actually sell beats twenty thin ones.
Frequently Asked Questions
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Is blogging still worth it now that AI answers questions
Yes, as long as you're intentional. AI doesn't create information out of nothing; it pulls from existing content and favors credible, helpful sources. Useful, well-structured blog content gives you a better chance of showing up in AI overviews, ChatGPT, and search.
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Where does blogging fit in the customer journey?
Primarily the dreaming stage, helping potential guests discover you while they research destinations or activities. It also supports the planning stage by building trust and answering the questions travelers have before they book.
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How should operators choose blog topics?
Map every post to a real question a future guest is typing into Google. Organize topics into top, middle, and bottom of funnel buckets, and use a 70/20/10 split: 70% top of funnel, 20% middle, and 10% bottom.
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What is EAT and why does it matter?
EAT stands for experience, expertise, authoritativeness, and trust. Google and AI reward firsthand, experience-rich content, and no one can write about your tours with more authority than you and your guides.
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How do I find the right keywords?
Start with free tools like Google Autocomplete, the People Also Ask section, and Answer the Public. Look for terms with decent search volume and a lower difficulty score, and avoid chasing generic keywords you can't win.
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Can I just use AI to write my blog posts?
Use AI to research, outline, edit, and get past writer's block, but don't publish generic AI text. Google and AI won't reward filler. Add your own voice, quotes, and local expertise to make every post genuinely useful.
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How often should I publish?
Consistency beats volume. One genuine, well-researched post is worth more than twenty thin ones. Commit to a realistic monthly cadence and stick to it.
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What should operators do this week?
Write down the 30 questions guests ask most and answer them in your FAQs, add internal links from blog posts to relevant tour pages, refresh your best-performing posts with current info and photos, set up Google Search Console, and commit to a monthly publishing goal.