Adapting to AI Overviews as a DMO

The emergence of AI Overviews at the top of search engines is fundamentally changing search advertising by fostering a “no-click internet” for many queries. These AI summaries provide direct answers, reducing the need for users to click on traditional organic or paid listings, which are also being pushed further down the page. This will lead to lower click-through rates (CTRs) and intensify competition for the remaining clicks, likely driving up cost-per-click (CPC).

Consequently, traditional click-focused metrics will become less relevant. This is a game-changer for every destination marketing organization (DMO) that depends on organic discovery and paid search to drive tourism and engagement.

E-E-A-T and the Battle for Visibility

For a destination marketing organization, visibility is everything. Whether you’re promoting seasonal events, hotel packages, or local experiences, your goal is to drive discovery and inspire travel. But with fewer users clicking through to websites, DMOs face the challenge of losing valuable web traffic, brand control, and engagement. The opportunity, however, is prioritizing E-E-A-T, or Experience, Expertise, Authoritativeness, and Trustworthiness.

AI models favor highly credible sources, which means:

• Brands need to publish deep, unique, and localized content, beyond just facts, to increase chances of being cited in summaries.
• Organizations have to ensure content is consistently attributed to credible authors (e.g., local experts, tourism professionals).
• Advertisers should plan to increase their spending on branded keywords to protect their online presence.

Agencies with Google Partner status, like Red Sage, will have a will have a significant advantage due to enhanced credibility, early access to Google’s AI tools, specialized training, and direct support. Interested in staying ahead? Reach out to Red Sage’s V.P. of Sales & Marketing Michelle Stark, at mstark@redsageonline.com on how our strategies can help you.

Strategic Shifts for DMOs in a No-Click World

Focus on Brand Authority, Not Just Traffic

In 2024, nearly 60% of American’s Google searches resulted in zero click. In a world where fewer users click, the brand presence within AI-generated results becomes critical. As a result, your destination must be referenced in the top answers, not buried in a forgotten search result.

• Optimize for conversational queries like “best time to visit [your city]” or “family-friendly activities in [destination].”
• Use AI-friendly formatting, like bullet points and FAQs.
• Consider producing short-form, AI-readable content specifically designed for AI discovery.

Rethink Paid Strategies

DMOs should prepare to invest more in branded and long-tail search terms, especially as competition for visibility intensifies.

• Reallocate budgets to branded campaigns, ensuring your destination doesn’t lose visibility to third-party aggregators.
• Test AI-integrated ad formats (as they become available) like sponsored snippets or recommendation ads within search summaries.

Diversify Discovery Channels

As search becomes less click-driven, DMOs should expand visibility beyond traditional Google ads:

• Lean into video platforms, social media, and influencer partnerships.
• Develop AI-powered tools like itinerary planners, local guides, or interactive maps that generate backlinks and engagement.
• Explore emerging AI platforms where travel content may be syndicated or recommended.

New Metrics for Measuring Success

With fewer direct clicks, new KPIs must be adopted. These might include:

• Impressions within AI Overviews.
• Engagement on third-party platforms or widgets.
• Referral traffic from rich snippets, featured carousels, or voice assistants.
• Brand mentions and sentiment analysis across AI responses and conversational interfaces.

To learn more about Red Sage and how we can support your DMO, tourism group, or attraction, connect with Red Sage’s V.P. of Sales & Marketing Michelle Stark, at mstark@redsageonline.com.