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Google AI Mode & the new reality of search in tourism
Digital search has undergone a radical transformation. With the increasing use of large language models (LLMs) such as ChatGPT, Perplexity and Google AI Mode, it is not only working methods and processes that are changing, but also users’ expectations and habits. Search queries (including those relating to travel) are becoming longer, more precise and more dialogue-oriented; answers are provided directly, without necessarily requiring a click on the ‘traditional’ search results. Furthermore, websites that regularly appear in the sources cited by AI responses are gaining users’ trust, and the number of relevant visitors to the site (i.e. those who are ideally suited to the hotel or business and who, for example, already intend to make a booking) could even increase.
For sustainable hotels and tourism businesses, this means that visibility is no longer achieved solely through good rankings, but also through relevant and credible content that is recognised by large language models (LLMs) as a reliable source. Green Pearls® is closely monitoring this development and began strategically aligning its network with it at an early stage.
In this interview, founder Stefany Seipp discusses the new reality of search, the role of quality and site authority, and why sustainable content is becoming increasingly important, particularly at this time.
“These days, visibility arises where answers are provided.”
The way people conduct online research is currently changing significantly. What in particular have you noticed?
Stefany Seipp: We can clearly see that users today are asking much more specific questions. Instead of short keywords, they are formulating complete questions – often directed straight at AI tools. They expect an immediate, clear answer. The traditional practice of clicking through several websites is increasingly taking a back seat.
What does this trend mean for hotels?
Stefany Seipp: For smaller and independent hotels, this means that visibility will depend even more heavily in future on the quality, clarity and credibility of their content. It will be particularly important to be part of a strong network or association that pools authority and presents content in such a way that it is recognised by AI systems as a reliable source.
Links in AI-generated responses are clicked on around 80 times more often:
Initial research into Google AI shows that links within the AI’s responses generate around 80 per cent more clicks than comparable results below them. Traditional search results continue to slip further down the page and lose around 9 per cent of their clicks on average – but remain relevant.
How is Green Pearls® responding to this new reality in search?
Stefany Seipp: In 2025, we began to further develop the microsites of our partner hotels in a targeted manner. The content is structured in such a way that it is understandable and can be referenced not only by people but also by AI systems.
What role do experience and credibility play in this?
Stefany Seipp: A very significant one indeed. AI systems tend to rely on sources that are considered authoritative. Green Pearls® has been working with sustainable hotels for over 12 years, researching content thoroughly and speaking directly to the establishments. This depth and reliability are a real advantage today – not just for us, but above all for our partners.
Traditional KPIs such as click-through rates are becoming less important. How should success be measured in future?
Stefany Seipp: The focus is clearly shifting: away from pure click-through rates, towards visibility in relevant contexts. When a sustainable hotel appears as a result in an AI search, it builds trust – often even before a website is visited. This form of visibility is harder to measure, but is of enormous strategic value.
About Stefany Seipp:
Stefany Seipp is the founder and managing director of Green Pearls®. She has been working in various sectors of the tourism industry for over 30 years. By founding Green Pearls® in 2012, she pursued her vision of raising the profile of sustainable hotels and accommodation – at a time when sustainable tourism was still a niche topic.
At the end of 2025, Green Pearls® strategically expanded its partner network to include companies that develop sustainable products, services and solutions for the tourism and hospitality sectors. To this day, Stefany Seipp’s focus remains on the credible, quality-assured communication of sustainability – both in traditional search engines and in AI-powered response formats.
Green Pearls®:
The new reality of search driven by AI modules calls for a rethinking of old strategies. Yet, although there is a great deal of uncertainty about what will still work in the future, this development also offers numerous new opportunities. In particular, sustainable accommodation can not only be found in this way, but can also be seen as a genuine response to the pressing issues of our time.
Contact:
Stefany Seipp
Mobile: +49 6151 7347-5148
Email: stefany.seipp@greenpearls.com
We would like to thank Stefany Seipp for taking the time to speak to us and for sharing fascinating insights into the topics of visibility, AI-powered search and the sustainable positioning of hotels with Green Pearls®.
Kind regards, Sandra
