“Planning a trip to Asheville—any recs?”

That’s the kind of question people are typing into ChatGPT. Or Google. Or their AI voice assistant.

They’re not scrolling through ads. They’re not clicking 10 blue links. They’re reading a paragraph that just tells them the answer.

And if that answer doesn’t mention you?

You’re invisible.

More and more, AI is becoming the new concierge. It gives people quick, conversational suggestions based on what it finds online. And unless your business shows up in those answers—either directly or through a local recommendation—it’s like you don’t exist.

So how do you show up in those answers?

That’s where something called AEO (Answer Engine Optimization) comes in. But don’t let the acronym scare you.

You don’t need to be technical. You don’t need a marketing agency.

You just need to understand how people ask questions—and how to be the one with the answer.

What the Heck Is AEO (Answer Engine Optimization)?

AEO is not traditional SEO. You’re not trying to climb some invisible ladder to the top of a Google results page. You’re just trying to be helpful in a way AI understands.

Think of it this way:

  • Traditional SEO = “How do I rank for ‘zipline tour Kauai’?”
  • AEO = “What’s the best way to spend a Saturday afternoon in Kauai with kids?”

AI tools (like ChatGPT, Google’s AI Overviews, Bing Copilot, etc.) are trained to look for content that answers real questions clearly and completely. Not keyword-stuffed pages. Not salesy fluff. Just solid, human-sounding answers that also make sense to a machine.

Here’s the good news: most tour operators already know the answers. You answer them every time a guest calls, DMs, or stops by your ticket office.

AEO is just putting those answers on your website in a way that:

  • Feels natural to read
  • Includes specifics and local context
  • Mentions your business where it makes sense (not as a hard sell)

You don’t have to “opt in” to this. You don’t need to register anything. If your content is helpful and structured well, AI tools will start pulling from it.

Why It Matters for Tour Operators

Let’s say someone’s planning a trip to your area. They’re not just typing “zipline tour near me” anymore. They’re asking AI tools stuff like:

  • “What’s a fun thing to do in Sedona with teenagers?”
  • “How do I avoid the crowds at Horseshoe Bend?”
  • “Best 3-day Moab itinerary for outdoor lovers?”

If your tour, guide, or blog post shows up in that answer—you’re in the running. If it doesn’t, someone else just got that lead.

And that lead? They’re not booking yet. They’re still in research mode. But this is your shot to show up early, earn trust, and gently invite them into your world.

Here’s how the dominoes fall:

  1. They ask a question.
  2. AI serves your helpful blog post or guide as the answer.
  3. They click to your site.
  4. You offer a free trip planner or insider guide in exchange for their email.
  5. Now you can follow up—automatically—with the right message at the right time if they don’t book right away.

If you’re not part of that sequence, they might never hear about you again.

This isn’t just about “getting more website traffic.” It’s about showing up in the moment when someone is open, curious, and looking for help. And then being the one who follows up—kindly and consistently—until they’re ready to book.

How to Start Showing Up (Without Getting Fancy)

If you’ve read this far and thought, “Okay… but what the heck am I supposed to do about it?”—you’re in the right place.

You don’t need to hire a copywriter. You don’t need to learn SEO. You just need to answer real questions the way you would if someone called and asked you directly.

Here’s the easiest way to start:

✅ Talk to your team (or yourself, honestly)

Ask:

  • What do guests always ask before they book?
  • What do people seem nervous or confused about?
  • What do your guides repeat 50 times a week?

Those questions are gold. Because if guests are asking them out loud, you better believe people are asking them in search bars too.

✅ Write blog posts (or even FAQs) that answer one question at a time

You don’t need to write essays. Think short, helpful, specific answers like:

“What should I wear for a morning kayak tour in September?”
“Are Moab jeep tours safe for kids under 10?”
“What’s the best time to do a dolphin tour if I get motion sick?”

For each one:

  • Answer it like a human (not a brochure)
  • Add 2–3 bullet points or tips
  • Mention your tour, naturally—not as a hard pitch

✅ Use specifics, not generalizations

AI tools love content that feels “real.” So instead of saying, “Our tours are great for families,” try:

“Most families with kids ages 8–14 love the afternoon slot because it’s cooler and you’re more likely to spot dolphins.”

That kind of sentence sticks—and gets cited.

✅ Bonus points: include a little local flavor

Mention landmarks, neighborhoods, or seasonal tips. If AI thinks your answer could only come from someone who actually lives there? Even better.

How to Capture That Interest (This Is the Important Part)

Getting mentioned by AI is great—but it doesn’t pay the bills unless you can capture that curious traveler before they wander off.

Because here’s the truth:
They’re not booking on the spot. They’re browsing. Planning. Saving ideas.
And if they leave your site without giving you their email? That moment is gone.

So how do you keep the conversation going?

Step 1: Offer a Lead Magnet (Not Just a Newsletter)

Nobody wants to “subscribe for updates.” But they will give you their email for something that feels useful:

  • A 3-day itinerary for your area
  • A list of “local secrets” or photo-worthy spots
  • A printable checklist for families, couples, or first-timers
  • A “what to do if your tour gets rained out” guide

Just something that helps them plan the trip—and lets you stay in touch.

Step 2: Use a Pop-Up That Actually Converts

It’s okay to have a form in your footer, but let’s be honest: no one scrolls down there.

A timed or exit-intent pop-up (the kind TourAdvantage supports) catches people before they bounce. Done right, it doesn’t feel annoying—it feels like good timing.

“Still planning your trip? Grab our free local guide before you go!”

Simple. Relevant. Helpful.

Step 3: Let Email Do the Work (Automatically)

Once they opt in, don’t leave them hanging. This is where automation shines.

Your email flow should:

  1. Deliver the guide or resource right away
  2. Follow up a day later with tips or things to do (your tour included)
  3. Check in after a day with a nudge (“Still planning? Here’s what’s filling up”)

All of this can run quietly in the background, thanks to tools like TourAdvantage.

Step 4: Watch for Browse Abandonment

If that same visitor comes back to your site a few days later—and still doesn’t book—you can automatically send a reminder based on what they looked at.

“Still thinking about the sunset sail? Here’s what guests say about it.”

No discount. No pressure. Just a helpful nudge to finish what they started.

You Don’t Need to Be Fancy

If this all sounds like a lot—take a breath. You don’t need to turn into a travel blogger. You don’t need to learn SEO jargon. And you definitely don’t need to be perfect.

The best-performing AEO content isn’t written by experts. It’s written by real people who know their area and care about their guests.

Here’s what matters most:

  • Be specific: Give real answers to real questions.
  • Be local: Mention places, times, and tips that only someone like you would know.
  • Be helpful: Imagine someone standing in front of you asking, “Hey, what should we do if it rains?” That’s your tone.

Done is better than perfect. And once it’s live, AI tools can start finding it.

Want Help? We’ve Got Tools for That

If you’re thinking, “Okay… this all makes sense, but I don’t have time to write blog posts and figure out pop-ups,” you’re not alone.

That’s exactly why we built TourAdvantage.

We connect your FareHarbor account to your email marketing in a way that actually makes it work. Not just newsletters—but smart, automated emails that:

  • Deliver your lead magnet the second someone signs up
  • Follow up with helpful info (without you lifting a finger)
  • Trigger browse abandonment when someone looks but doesn’t book
  • Send reminders, upsells, and review requests based on real booking and waiver data

Once it’s set up, it just runs—so your website doesn’t have to carry the whole load.

And if you want a deeper dive into how AEO works behind the scenes, we’ve made our INSIGHT Framework for AEO available for download. It’s the same guide we use internally to help tour operators show up in AI results—with zero fluff and real-world examples.