AI discovery is no longer the finish line.

For tourism, hospitality, and travel businesses, being found by AI is only half the equation. The next phase is being chosen and booked inside AI-driven environments.

This is where the relationship between AI Search and Google’s Business Agent becomes critical.

They are not competitors.
They work together.

📌 In This Article

• What AI Search actually does for tourism businesses

• What Google’s Business Agent is and where it operates

• Why AI Search alone is no longer enough

• How the handoff from discovery to booking works

• What this means for direct bookings and OTAs

• Practical tourism examples

• FAQs

What Is AI Search?

AI Search refers to how platforms like Google AI Search and Gemini answer questions conversationally, rather than returning a list of links.

Instead of ten blue links, users receive:

• Summarised answers

• Curated recommendations

• Context-aware suggestions

For tourism, this is where travellers ask questions like:

• “Where should I stay in Queenstown for a romantic weekend?”

• “Best safari lodges near Victoria Falls”

• “Restaurants with a relaxed dress code near the waterfront”

AI Search decides who appears in those answers.

What Is Google’s Business Agent?

Google’s Business Agent sits after AI Search.

Once a traveller shows intent, the Business Agent can:

• Answer follow-up questions

• Clarify availability, pricing, and policies

• Guide users toward booking-ready decisions

It operates across:

• Google AI Search

• Gemini

• Google Maps

Businesses do not build the agent themselves. Google provides it as part of its ecosystem.

Why AI Search Alone Is No Longer Enough

AI Search helps with discovery.
Google’s Business Agent supports conversion.

Without AI Search optimisation:

• Your business may never be surfaced

Without Business Agent readiness:

• The booking opportunity may move elsewhere

Together, they create a discovery → decision → confirmation flow.

How the Handoff Works in Practice

1. A traveller asks an AI-powered question

2. AI Search surfaces relevant businesses

3. The Business Agent handles clarification

4. The user verifies and confirms

5. The booking is completed or guided to completion

The human becomes the confirmer, not the searcher.

What Does This Mean for Direct Bookings and OTAs?

This does not remove OTAs overnight.

However, it increases the likelihood that:

• Travellers stay inside Google’s ecosystem

• AI guides them directly to suitable businesses

• Booking decisions happen earlier in the journey

Over time, businesses that are optimised for both AI Search and the Business Agent are better positioned to reduce reliance on OTAs, rather than defaulting to them.

Real-World Tourism Scenarios

Accommodation

AI Search surfaces suitable properties. The Business Agent answers questions about rooms, amenities, and availability, guiding guests toward booking.

Activities and Tours

AI recommends experiences based on dates and preferences. The Business Agent supports confirmation and next steps.

Restaurants

AI summarises reviews, menus, and dress codes. The Business Agent helps with reservations and planning.

FAQs

Do I need to build a Business Agent?

No. Google provides it. Your role is to ensure your business is easy for it to understand.

Is this live now?

Elements of AI Search are live. Business Agent functionality is rolling out gradually.

Will this bypass OTAs?

Not immediately, but it increases the opportunity to reduce reliance over time.

What should I focus on first?

AI Search optimisation. Being understood is the foundation.

Final Thoughts

The future of tourism discovery is conversational.
The future of tourism bookings is assisted.

Businesses that prepare for both AI Search and Google’s Business Agent will be more visible, more trusted, and more bookable as AI continues to evolve.

If you want help preparing your business to be found and booked in AI-driven environments, you’re welcome to reach out for a no-obligation conversation via The AI Marketing Club - Contact Us Page.