How to market tours and travel company
For over two decades, Google has been the dominant force in online search. However, its golden age is coming to an end. With new competitors emerging and user behavior shifting, relying solely on Google rankings to market your tours and travel company is no longer a sustainable strategy.
In this article, we’ll explore why Google is slowly declining, what this means for SEO, and how you can adapt your marketing strategy to thrive in today’s evolving digital landscape.
The Rise and Decline of Google’s Dominance
Before the early 2000s, search engines like AltaVista, Ask Jeeves, LookSmart, and Yahoo ruled the web. However, none of them were perfect. Users often had to check multiple search engines to get the results they needed.
That changed in 1998 when two college students in Menlo Park, California, founded Google with a simple mission: to organize the world’s information in one place. Google’s clean, ad-free interface, superior search results, and advanced crawling technology made it the go-to search engine, pushing its competitors into obscurity.
Over the years, Google expanded its dominance by acquiring YouTube, launching Chrome, and developing Android, which is used by billions of smartphone users worldwide. For a long time, Google’s market share in search was unrivaled.
However, things are changing. With over 45 billion internet searches happening daily, only about 8 billion are now conducted through Google. That means Google holds just 18% of the global search market—a significant drop from its former dominance.
So, what’s happening?
Why Google’s Search Monopoly is Crumbling
Three main factors are contributing to Google’s slow decline:
1. Shifts in User Behavior
Consumers today have multiple ways to search for information. Instead of relying solely on Google, they turn to:
- Instagram (6.5 billion daily searches) for travel inspiration.
- ChatGPT (1 billion searches per day) for instant, AI-generated answers.
- Pinterest (2 billion searches per day) for travel ideas and itineraries.
- Amazon (3.5 billion searches per day) for product recommendations.
- TikTok for destination reviews and travel tips.
Even voice search is changing the game. Younger generations are using voice assistants like Alexa and Google Assistant before they even learn how to type.
2. Google’s Failure to Innovate Fast Enough
While Google has tried to compete with new search technologies, it has struggled to keep up:
- ChatGPT provides instant answers without forcing users to scroll through multiple links.
- Instagram and TikTok show visually appealing search results, making them ideal for travel-related queries.
- Amazon dominates product searches, with detailed reviews and personalized recommendations.
Google has attempted to mimic these platforms, but users still prefer specialized alternatives for their specific needs.
3. Google’s Over-Reliance on Ads
Google’s primary revenue stream comes from advertising. Every time you search, you see multiple ads before reaching organic results. While this generates billions for Google, it creates a worse user experience. Many users now prefer ad-free alternatives like ChatGPT, TikTok, and Reddit for information.
What This Means for SEO in the Travel Industry
SEO is not dying—it’s evolving. As a travel business, you can no longer rely on Google alone for visibility. Instead, you need to optimize your presence across multiple platforms. The new approach is Search Everywhere Optimization (SEO 2.0)—ensuring your brand is discoverable on Google, TikTok, Instagram, Amazon, and beyond.
How to Market Your Tours and Travel Company Beyond Google
Here’s how you can adapt to this shift and attract more clients without relying on Google rankings alone:
1. Optimize for Multiple Search Platforms
People search differently on each platform. Tailor your content accordingly:
- TikTok & Instagram: Create short, engaging videos showcasing your tours.
- Pinterest: Share visually appealing travel itineraries and destination guides.
- ChatGPT & AI Search: Provide detailed descriptions of your tours on your website so AI tools can recommend you.
- YouTube: Publish in-depth travel vlogs and “best-of” lists for popular destinations.
2. Focus on Brand Awareness
The more people recognize your brand, the more likely they are to book with you. Here’s how:
- Leverage Influencer Marketing: Partner with travel influencers to showcase your services.
- Encourage User-Generated Content: Ask past travelers to tag you in their posts and reviews.
- Engage in Travel Communities: Be active on Reddit, Facebook groups, and TripAdvisor forums.
3. Improve Engagement & Retention
Engagement signals help platforms prioritize your content. Encourage interaction by:
- Posting engaging content that prompts likes, shares, and comments.
- Creating polls, quizzes, and Q&A sessions on social media.
- Running travel-related contests and giveaways.
4. Get Featured & Mentioned Across the Web
The more your brand is mentioned, the higher your credibility. Increase visibility by:
- Guest blogging on travel websites.
- Getting featured in online travel magazines.
- Partnering with local tourism boards and travel agencies.
5. Prioritize Reviews & Ratings
Reviews influence booking decisions. To get more positive reviews:
- Send follow-up emails asking happy customers to leave reviews on Google, TripAdvisor, and Trustpilot.
- Offer incentives for customers who share their experiences on social media.
- Respond to all reviews (positive and negative) professionally.
The Future of Marketing for Tour Operators
Marketing a tours and travel company in 2025 requires a multi-channel approach. Google is still important, but it’s no longer the only game in town. Businesses that adapt by embracing TikTok, Instagram, AI-powered search, and other emerging platforms will stay ahead.
By focusing on Search Everywhere Optimization, building your brand, and diversifying your marketing strategies, you can attract more clients and grow your travel business beyond just Google rankings.
Need Help Growing Your Travel Business?
If you want to scale your tours and travel company using modern digital marketing strategies, follow my youtube channel https://www.youtube.com/webvator where I share tips on getting more travel clients every day!
