Mime-Version: 1.0 Content-Type: multipart/alternative; boundary="2f1c1314a372220df19e645cf873e00ed701cc5ae81b7001caff68ed134a" Subject: Travel Tech Essentialist #170: Reframe From: Mauricio | Travel Tech Essentialist To: Hidden Recipient Date: Fri, 14 Mar 2025 18:52:21 +0000 X-Hiring: We are hiring, reach out at header-hacker@emailshot.io X-EmailShot-Signature: CeXOwm1OFdohyS0bmQPCdbkb-ECPLmNNOeVZ8SpRPz-luMiiqRcBDDN7rH364OS-kSjsL7so2HlL8SJB8RVvcg== --2f1c1314a372220df19e645cf873e00ed701cc5ae81b7001caff68ed134a Content-Type: text/plain; charset="utf-8" Content-Transfer-Encoding: quoted-printable View this post on the web at https://traveltechessentialist.substack.com/p/= travel-tech-essentialist-170-reframe The biggest breakthroughs often come from looking at things differently. Sn= apchat wasn=E2=80=99t just about photos; it was about messaging. Ryanair di= dn=E2=80=99t just serve passengers; it served airports. The Swag=E2=80=99s = walking stick isn=E2=80=99t just a souvenir; it=E2=80=99s a loyalty program= =2E And as AI reshapes search and adver= tising, those who reframe their strate= gies now will be the ones who win. Thanks to Propellic [ https://substack.com/redirect/3ab2703c-b970-4600-a2d8= -e879e147fc29?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAs= F0l24U ] for sponsoring this edition of the newsletter: AI just crashed your organic traffic party. Propellic=E2=80=99s AI Strategy= Guide breaks down how travel marketers can navigate AI-overhauled search r= esults, future-proof content, and recover lost clicks. Don't fight the robo= ts=E2=80=94beat them at their own game. Your playbook awaits =E2=86=92 [ ht= tps://substack.com/redirect/3ab2703c-b970-4600-a2d8-e879e147fc29?j=3DeyJ1Ij= oiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] Personal note: Many stories in this edition highlight how fast search is ch= anging, why adapting now is critical, and why I recommend checking out this= edition=E2=80=99s sponsor, Propellic [ https://substack.com/redirect/3ab27= 03c-b970-4600-a2d8-e879e147fc29?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-= jnN48_jCfgM3m0rbAsF0l24U ], as a possible partner in navigating this shift. 0. Your favorite story in the previous newsletter It was a tie between AI=E2=80=99s impact on online travel [ https://substac= k.com/redirect/6223d6f0-33fd-4b06-8df7-675931d2ab40?j=3DeyJ1IjoiM2dmeXZtIn0= =2Exu76uFObqArDfP822j-jnN48_jCfgM3m0rbA= sF0l24U ] (story #1) and Fifty Travel=20= Tips [ https://substack.com/redirect/2a8182c4-b15c-4953-8e7e-a78f4fd62131?j= =3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] (#10).= The very first and the very last :) 1. Reframing to see the full potential I recently heard Shaan Puri from My First Million tell a story about an inv= estor named Justin. He didn=E2=80=99t say the last name, but my guess is th= at he was talking about Justin Kan, the entrepreneur behind Justin.tv (whic= h became Twitch) and an early investor in several major tech companies. Back when Snapchat had only 100k-150k users, most investors dismissed it as= a silly college app for disappearing photos. But after meeting Evan Spiege= l (Snapchat=E2=80=99s founder) Justin asked a key question: "What if this i= sn=E2=80=99t about photos at all? What if it=E2=80=99s actually about messa= ging?" That question changed everything. Instead of comparing Snapchat to I= nstagram and Facebook, Justin looked at iMessage and WhatsApp, apps people = use constantly to communicate. So he did some research and found: Almost all iMessage and WhatsApp users send messages daily. Way fewer Instagram users post daily Snapchat=E2=80=99s engagement patterns matched messaging apps, not photo-sh= aring platforms. That=E2=80=99s when it clicked for Justin. Snapchat wasn=E2=80=99t just abo= ut sharing photos, it was about communication. Justin saw the full potentia= l, bet big, and won. Some takeaways for founders: Reframe the narrative. If people see your product the wrong way, change how= they think about it. Track the right metrics. Sometimes, the key to unlocking growth is looking = at your business through a different lens. Question assumptions. The biggest opportunities aren=E2=80=99t in what peop= le are looking at, but in what they=E2=80=99re missing.=20 2. Who=E2=80=99s your customer? Most airlines compete by offering better service, more comfort, and free pe= rks. Ryanair flipped the script. Instead of selling to passengers, it sold = to airports. By cutting costs to the extreme and offering ultra-low fares, = Ryanair guaranteed small airports a flood of passengers, and those airports= paid Ryanair millions to bring them traffic.=20 Innovation isn=E2=80=99t always about new technology or products. Sometimes= , it=E2=80=99s about rethinking who your real customer is. This insight com= es from a post by Andres Pereira [ https://substack.com/redirect/b1c9a359-c= a5c-4f48-b4e5-2a12f14bee7e?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48= _jCfgM3m0rbAsF0l24U ] on LinkedIn. For travel entrepreneurs, it=E2=80=99s a= reminder to stop playing by old rules and start rewriting them. Sometimes, the most powerful pivots do not come from changing your product = but from redefining your true customer and value proposition.=20 3. The real business of US airlines isn't about flying people Ryanair found profit by redefining its real customers. But what if an airli= ne's real business isn't about flying people? As Courtney Miller shows [ ht= tps://substack.com/redirect/81ac75de-c1cd-4b4a-8ce6-aecf5dd93d94?j=3DeyJ1Ij= oiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] in Visual Analy= tics, for many US airlines, the real money isn=E2=80=99t in selling tickets= but in printing their own currency (aka loyalty programs).=20 In 2024, no major US network airline turned a profit from ticket sales alon= e. Without frequent flyer revenue, every airline would have operated at a l= oss. Here=E2=80=99s how it works: Airlines print miles like a central bank print= s money. Banks and credit card companies buy these miles in bulk and distri= bute them to customers. Airlines book this as revenue, sometimes immediatel= y, sometimes when miles are redeemed. If you forget to use your miles, the = airline can "expire" them and recognize the revenue. Loyalty programs have become so valuable that airlines now operate like fin= ancial institutions that happen to run flights. Without them, ticket prices= would likely be much higher. If you=E2=80=99re building in travel, this is another reminder that the mos= t valuable part of a business isn=E2=80=99t always the most obvious. 4. A simple and memorable hospitality loyalty program My wife and I recently celebrated our 25th anniversary at The Swag, a charm= ing mountain hotel in North Carolina. It was our first time there, but thei= r repeat guest rate is far above the industry average, in part due to a ref= reshingly simple, inexpensive and effective loyalty program. Every first-time guest receives a wooden walking stick, a practical keepsak= e for hiking the Smoky Mountains. Attached is a tag engraved with the year = of your stay (e.g., The Swag =E2=80=93 2025). Returning guests receive a ne= w tag for each visit, creating a personal record of their stays over the ye= ars. Beyond the emotional connection, the walking stick is something guests can = use for years on hikes anywhere. Each time they take it on a trail, it brin= gs back memories of their time at The Swag, keeping the hotel at the top of= their minds and reinforcing the desire to return. Einstein once said that simplicity is the highest form of intelligence, bec= ause it makes things easy to understand. The Swag=E2=80=99s loyalty program= is a perfect example. There=E2=80=99s no app, no points to track, no compl= icated tiers. Just a meaningful, physical connection to the place. Loyalty = isn=E2=80=99t just about rewards; it=E2=80=99s about creating a reason to r= eturn. If you=E2=80=99ve run across other simple loyalty examples, please share.= =20 5. Google=E2=80=99s AI overviews are pushing travel sites down AI Overviews in Google search have surged 558% in just two months, expandin= g from 2,832 to 18,652 keywords. They now occupy 42% of desktop and 48% of = mobile search space, pushing organic results down by 980 pixels. As a resul= t, organic CTR has dropped from 1.41% to 0.64%, making visibility a growing= challenge for travel brands. There is an opportunity, though; being cited in an AI Overview raises CTR f= rom 0.74% to 1.02%. But citations are volatile, with 70% changing every 2-3= months. Travel marketers need a new approach to stay visible. Propellic=E2=80=99s AI Strategy Guide [ https://substack.com/redirect/3ab27= 03c-b970-4600-a2d8-e879e147fc29?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-= jnN48_jCfgM3m0rbAsF0l24U ] offers a roadmap to adapt. It covers AI-resistan= t content strategies, ways to rank within AI Overviews when necessary, and = how to get cited in AI-driven search tools like Claude and Perplexity. And now, as we see in the next story, Google is taking things even further.= AI Overviews were just the beginning=E2=80=94now, a new experimental featu= re called AI Mode lets users ask multi-part questions and get even deeper A= I-generated answers. 6. Google=E2=80=99s AI search shift As mentioned above, AI Overviews are rapidly expanding and reshaping search= =2E Matt Lerner shares [ https://substa= ck.com/redirect/2a280d0a-86fe-402f-8fe= e-3ba59a97e6e9?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbA= sF0l24U ] more data reinforcing this trend: Google now shows AI Overviews f= or 40% of all searches (and growing at 14% MoM) and for 57% of informationa= l intent searches. And searches with AI overviews get 70% fewer clicks. Bi= g changes open big opportunities for those who can get in early and rank fo= r AI responses. Big new traffic sources are opening up.=20 For those who wish they had gotten in early on the Google SEM game and lock= ed in a big PageRank advantage, now is the time to move fast and secure pr= ime positioning in AI-driven search. 7. Google=E2=80=99s new AI Mode takes search even further Google just launched AI Mode [ https://substack.com/redirect/58e314a1-e9d3-= 4b21-be6c-f3f0a8c3c223?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCf= gM3m0rbAsF0l24U ], an experimental search feature that lets users ask compl= ex, multi-part questions and follow up for deeper answers, similar to Perpl= exity AI and ChatGPT Search. Unlike traditional search, AI Mode simultaneou= sly compiles results from multiple sources, providing detailed comparisons = and insights without extra queries. This could mean even fewer clicks for t= ravel brands, as travelers get more answers without leaving Google. But AI = Mode still pulls from external sites, meaning content optimized for AI cita= tion could gain visibility. 8. Google Search is still dominating=E2=80=A6by a lot Despite the rise of AI tools, Google Search isn=E2=80=99t shrinking. It gre= w over 20% in 2024, handling more than 14 billion searches per day. Meanwhi= le, ChatGPT gets at most 37.5 million search-like prompts daily, meaning Go= ogle still sees 373 times more searches than OpenAI=E2=80=99s tool. Read + = SparkToro [ https://substack.com/redirect/d5e52e5a-aab2-483a-89c1-5a00b608e= 4e0?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] While AI-driven search (like Google=E2=80=99s AI Overviews and AI Mode) is = changing how people find information, this data shows that Google remains t= he dominant player. For travel marketers, this reinforces the need to prior= itize SEO, AI citation strategies, and organic visibility on Google, rather= than shifting focus entirely to AI search tools. 9. The $1 Trillion question: who will you advertise to? Ken Mandel recently wrote an interesting post [ https://substack.com/redire= ct/a49c964e-0f44-49e8-be88-c570faefa91b?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqAr= DfP822j-jnN48_jCfgM3m0rbAsF0l24U ] about what happens when AI agents start = making more purchasing decisions than humans. For over a century, advertising has been about grabbing human attention. Bu= t with AI filtering search results, handling bookings, and making automated= purchases, traditional ads could become irrelevant. Instead of competing f= or clicks, brands will compete for AI-driven shelf space, the digital equiv= alent of being a top recommendation in an AI=E2=80=99s decision-making proc= ess. Search and display ads could fade as AI agents filter content before humans= even see it. Rather than bidding for impressions, brands will need to opti= mize for AI assistants, structure data for machine readability, and build t= rust through verified reviews and sustainability metrics. For travel brands, this means ensuring AI assistants rank them as top choic= es, integrating with AI-driven booking systems, and embedding themselves in= personalized AI commerce experiences. The future of advertising isn=E2=80= =99t about persuasion but making sure AI agents recognize and recommend you= =2E The shift has already started. The question isn=E2=80=99t if advertising wi= ll change, but how fast brands will adapt. 10. The art of snack time eye contact Help me grow this newsletter (a rare ask!) This newsletter has grown entirely through word-of-mouth from readers like = you. If you've found value in these insights, would you consider taking 30 = seconds to help in any way? - Forward this email to a colleague who might benefit - Share your favorite insight on LinkedIn=20 - Mention it in your company=E2=80=99s internal comms channels - Reply with an introduction to someone in your network who'd enjoy it Thanks for helping spread the word! Travel Tech Essentialist Job Board=20 =E2=86=92 Explore all 1,095 open travel tech roles on the Travel Tech Essen= tialist Job Board [ https://substack.com/redirect/5bbf195e-7334-4407-bdc2-8= 5f9955b28d5?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0= l24U ] now.=20 FLYR [ https://substack.com/redirect/326aa7d6-f715-464f-95f0-75b84fdea3bf?j= =3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | Seni= or Technical Product Owner [ https://substack.com/redirect/36e8af81-7fe5-4b= d6-91fe-eac929f89b48?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM= 3m0rbAsF0l24U ] | Amsterdam Scott Dunn [ https://substack.com/redirect/4ae8f76f-6320-4e09-8252-cb055eb8= 2a68?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] = | Senior Vice President, Luxury Travel [ https://substack.com/redirect/deb8= c110-1e02-4b5b-b7eb-775a90d82ec4?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j= -jnN48_jCfgM3m0rbAsF0l24U ] | New York, NY Tukio [ https://substack.com/redirect/2a2a788d-851d-42c1-b24d-bab26a8f3a84?= j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | Gro= wth Hacker [ https://substack.com/redirect/84aeaac5-f89b-47f5-9a25-4314e1ee= 2ca0?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] = | Remote Despegar [ https://substack.com/redirect/8191595b-d37b-43f9-b25b-8b87163c73= c5?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | = Global Business Development Manager - Spain [ https://substack.com/redirect= /0bc71c8e-313a-4d4b-b8d2-a87f4def6295?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDf= P822j-jnN48_jCfgM3m0rbAsF0l24U ] | Madrid Fora [ https://substack.com/redirect/ce3a3f0d-ed3d-4257-ae8f-b3b58b5cdd19?j= =3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | Head= of Advisor Performance & Development [ https://substack.com/redirect/6b5fa= 7eb-f1ff-4144-a6b2-30d2a0ec4adb?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-= jnN48_jCfgM3m0rbAsF0l24U ] | New York | $140k - $170k + equity Airalo [ https://substack.com/redirect/6497b1a9-989c-49f4-b818-20ad99f5c4ae= ?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] | Se= nior Specialist, User Acquisition, UX [ https://substack.com/redirect/c7f1e= 548-aeaf-43e9-9346-0058447b77ee?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-= jnN48_jCfgM3m0rbAsF0l24U ] | Remote =F0=9F=92=BC Employers: List your job openings here by completing this quic= k form [ https://substack.com/redirect/c8cbb48f-d85b-4e6a-b636-a71d04c214b4= ?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] =F0=9F=93=A9 For monthly updates on the latest roles, subscribe to the Trav= el Tech Jobs newsletter [ https://substack.com/redirect/6f2ec893-9fb4-4eb5-= af10-63c2aace2a42?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqArDfP822j-jnN48_jCfgM3m0= rbAsF0l24U ] Raising a round? If you are a startup looking to raise a round (from pre-seed to Series D), = I can help (for free). Travel Investor Network [ https://substack.com/redir= ect/54358834-368e-433c-b21a-a584130c5297?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFObqA= rDfP822j-jnN48_jCfgM3m0rbAsF0l24U ] is a private platform where I recommend= innovative travel startups to investors and innovators. If you=E2=80=99re = interested, please start by completing this form [ https://substack.com/red= irect/08fdd5c6-88f7-4b9a-a953-4ea4be501262?j=3DeyJ1IjoiM2dmeXZtIn0.xu76uFOb= qArDfP822j-jnN48_jCfgM3m0rbAsF0l24U ]. If you like Travel Tech Essentialist, please consider sharing it with your = friends or colleagues. If you=E2=80=99re not yet subscribed, join us here: And, as always, thanks for trusting me with your inbox. Mauricio Prieto Unsubscribe https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly90cmF2ZWx0ZWN= oZXNzZW50aWFsaXN0LnN1YnN0YWNrLmNvbS9hY3Rpb24vZGlzYWJsZV9lbWFpbD90b2tlbj1leU= oxYzJWeVgybGtJam95TURrd01UYzBNallzSW5CdmMzUmZhV1FpT2pFMU9EazJNRFF4TWl3aWFXR= jBJam94TnpReE9UYzRNemN4TENKbGVIQWlPakUzTnpNMU1UUXpOekVzSW1semN5STZJbkIxWWkw= Mk1qTXhNU0lzSW5OMVlpSTZJbVJwYzJGaWJHVmZaVzFoYVd3aWZRLkRwUmNaRjcxb2s0RFkyckx= fUWItd0hscWpBWXVTX0MzT1N3VWtCV2ZrRGsiLCJwIjoxNTg5NjA0MTIsInMiOjYyMzExLCJmIj= p0cnVlLCJ1IjoyMDkwMTc0MjYsImlhdCI6MTc0MTk3ODM3MSwiZXhwIjoxNzQ0NTcwMzcxLCJpc= 3MiOiJwdWItMCIsInN1YiI6ImxpbmstcmVkaXJlY3QifQ.5XS11siU-368yVDxaRC0Vah53ggP-= ZYrleQRQpwuvxQ? --2f1c1314a372220df19e645cf873e00ed701cc5ae81b7001caff68ed134a Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable Travel Tech Essentialist #170: Re= frame
The biggest breakthrough= s often come from looking at things differently. Snapchat wasn’t just= about photos; it was about messaging. Ryanair didn’t just serve pass= engers; it served airports. The Swag’s walking stick isn’t just= a souvenir; it’s a loyalty program. And as AI reshapes search and ad= vertising, those who reframe their strategies now will be the ones who win.=
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Travel Tech Essentialist #170: Reframe
 
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The biggest breakthroughs= often come from looking at things differently. Snapchat wasn’t just = about photos; it was about messaging. Ryanair didn’t just serve passe= ngers; it served airports. The Swag’s walking stick isn’t just = a souvenir; it’s a loyalty program. And as AI reshapes search and adv= ertising, those who reframe their strategies now will be the ones who win.<= /p>

Thanks to Propellic for sponsoring this edition of the newsletter= :

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<= span>AI just crashed your organic traffic party. Propellic’s AI Strat= egy Guide breaks down how travel marketers can navigate AI-overhauled searc= h results, future-proof content, and recover lost clicks. Don't fight the r= obots—beat them at their own game. Your playbook awaits →

Personal note: Many stories in this ed= ition highlight how fast search is changing, why adapting now is critical, = and why I recommend checking out this edition’s sponsor, Propellic, as a= possible partner in navigating this shift.

0. Your favorite story in th= e previous newsletter

It was a tie between AI’s impact on = online travel (story #1) and Fifty Travel Tips (#10). The very first and the very last :)

1. Re= framing to see the full potential

I recentl= y heard Shaan Puri from My First Million tell a story= about an investor named Justin. He didn’t say the last name, but my = guess is that he was talking about Justin Kan, the entrepreneur behind Just= in.tv (which became Twitch) and an early investor in several major tech com= panies.

Back when Snapchat had only 100k-150k = users, most investors dismissed it as a silly college app for disappearing = photos. But after meeting Evan Spiegel (Snapchat’s founder) Justin as= ked a key question: "What if this isn’t about photos at al= l? What if it’s actually about messaging?" That question c= hanged everything. Instead of comparing Snapchat to Instagram and Facebook,= Justin looked at iMessage and WhatsApp, apps people use constantly to comm= unicate. So he did some research and found:

That’s when it clicked for Justin. Snapchat wa= sn’t just about sharing photos, it was about communication. Justin sa= w the full potential, bet big, and won.

Some takeaways for = founders:

2. Who’s your custo= mer?

Most airlines compete by offering better ser= vice, more comfort, and free perks. Ryanair flipped the script. Instead of = selling to passengers, it sold to airports. By cutting costs to the extreme= and offering ultra-low fares, Ryanair guaranteed small airports a flood of= passengers, and those airports paid Ryanair millions to bring them traffic= =2E

Innovation isn’t always about new technology= or products. Sometimes, it’s about rethinking who your real customer= is. This insight comes from a post by Andres Pereira on LinkedIn. For travel e= ntrepreneurs, it’s a reminder to stop playing by old rules and start = rewriting them.

Sometimes, the most powerful pivots = do not come from changing your product but from redefining your true custom= er and value proposition.

3. The real business of US = airlines isn't about flying people

Ryan= air found profit by redefining its real customers. But what if an airline's= real business isn't about flying people? As Courtney Miller shows in Visual An= alytics, for many US airlines, the real money isn’t in selling ticket= s but in printing their own currency (aka loyalty programs).

In 2024, no major US network airline turned a profit from ticket = sales alone. Without frequent flyer revenue, every airline would have opera= ted at a loss.

Here’s how it works: Airlines print mi= les like a central bank prints money. Banks and credit card companies buy t= hese miles in bulk and distribute them to customers. Airlines book this as = revenue, sometimes immediately, sometimes when miles are redeemed. If you f= orget to use your miles, the airline can "expire" them and recognize the re= venue.

Loyalty programs have become so valuable that airlin= es now operate like financial institutions that happen to run flights. With= out them, ticket prices would likely be much higher.

If you= ’re building in travel, this is another reminder that the most valuab= le part of a business isn’t always the most obvious.

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My wife and I recently celebrated our 25th anniversary at Th= e Swag, a charming mountain hotel in North Carolina. It was our first time = there, but their repeat guest rate is far above the industry average, in pa= rt due to a refreshingly simple, inexpensive and effective loyalty program.=

Every first-time guest receives a wooden walking sti= ck, a practical keepsake for hiking the Smoky Mountains. Attached is a tag = engraved with the year of your stay (e.g., The Swag – 2025= ). Returning guests receive a new tag for each visit, creating a= personal record of their stays over the years.

Beyo= nd the emotional connection, the walking stick is something guests can use = for years on hikes anywhere. Each time they take it on a trail, it brings b= ack memories of their time at The Swag, keeping the hotel at the top of the= ir minds and reinforcing the desire to return.

Einstein onc= e said that simplicity is the highest form of intelligence, because it make= s things easy to understand. The Swag’s loyalty program is a perfect = example. There’s no app, no points to track, no complicated tiers. Ju= st a meaningful, physical connection to the place. Loyalty isn’t just= about rewards; it’s about creating a reason to return.

If you’ve run across other simple loyalty examples, please share= =2E

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5. Goo= gle’s AI overviews are pushing travel sites down

AI Overviews in Google search have surged 558% in just two months, ex= panding from 2,832 to 18,652 keywords. They now occupy 42% of desktop and 4= 8% of mobile search space, pushing organic results down by 980 pixels. As a= result, organic CTR has dropped from 1.41% to 0.64%, making visibility a g= rowing challenge for travel brands.

There is an opportunity= , though; being cited in an AI Overview raises CTR from 0.74% to 1.02%. But= citations are volatile, with 70% changing every 2-3 months. Travel markete= rs need a new approach to stay visible.

PropellicR= 17;s AI Strate= gy Guide offers a roadmap to adapt. It covers AI-resistant conten= t strategies, ways to rank within AI Overviews when necessary, and how to g= et cited in AI-driven search tools like Claude and Perplexity.

And now, as we see in the next story, Google is taking things ev= en further. AI Overviews were just the beginning—now, a new experimen= tal feature called AI Mode lets users ask multi-part questions and get even= deeper AI-generated answers.

6. Google’s AI search shift=

As mentioned above, AI Overviews are rapid= ly expanding and reshaping search. Matt Lerner shares more data reinforcing thi= s trend: Google now shows AI Overviews for 40% of all searches (and growing= at 14% MoM) and for 57% of informational intent searches. And searches wit= h AI overviews get 70% fewer clicks. Big changes open big opportunities fo= r those who can get in early and rank for AI responses. Big new traffic sou= rces are opening up.

For those who wish they had go= tten in early on the Google SEM game and locked in a big PageRank advantage= , now is the time to move fast and secure prime positioning in AI-driven s= earch.

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7. = Google’s new AI Mode takes search even further

Google just launched AI Mode, an experimental search feature that le= ts users ask complex, multi-part questions and follow up for deeper answers= , similar to Perplexity AI and ChatGPT Search. Unlike traditional search, A= I Mode simultaneously compiles results from multiple sources, providing det= ailed comparisons and insights without extra queries. This could mean even = fewer clicks for travel brands, as travelers get more answers without leavi= ng Google. But AI Mode still pulls from external sites, meaning content opt= imized for AI citation could gain visibility.

8. Google = Search is still dominating…by a lot

D= espite the rise of AI tools, Google Search isn’t shrinking. It grew o= ver 20% in 2024, handling more than 14 billion searches per day. Meanwhile,= ChatGPT gets at most 37.5 million search-like prompts daily, meaning Googl= e still sees 373 times more searches than OpenAI’s tool. Read + SparkToro

<= p style=3D"margin: 0 0 20px 0;color: rgb(54,55,55);line-height: 26px;font-s= ize: 16px;">While AI-driven search (like Google’s AI Overviews and AI= Mode) is changing how people find information, this data shows that Google= remains the dominant player. For travel marketers, this reinforces the nee= d to prioritize SEO, AI citation strategies, and organic visibility on Goog= le, rather than shifting focus entirely to AI search tools.

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10. The art of snack time eye contact

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