Let’s be honest; our smartphones are our travel companions. According to Think With Google's Global Insights, 70% of US travelers rely on their mobile devices during trips, primarily to discover activities and attractions, research restaurants and shopping areas, and navigate their destinations. 48% of US travelers are comfortable planning their trip, from start to finish, using only a mobile device.
These same tech-savvy travelers are also turning to other sources for inspiration and planning, beyond traditional search engines. Visual content and user-generated recommendations are playing a bigger role with younger travelers, who are particularly drawn to the immersive experiences and authentic vibes of visual-first social media platforms like TikTok.
These changing travel research behaviors, coupled with a growing reliance on mobile, have sparked significant changes in the search landscape, particularly for travel-related queries. Google's recent updates underscore this shift, presenting DMOs with both challenges and exciting opportunities. To stay ahead of the curve, DMOs must optimize their content in new ways to thrive in the mobile search ecosystem. Let's explore these updates together and delve into actionable strategies to maximize visibility and connect with travelers in this dynamic mobile environment.
Search Gets More Conversational with SGE
In May, Google unveiled a new Search Labs project called the Search Generative Experience (SGE). While AI has been behind the curtain of search results for over a decade, SGE brings generative AI front and center. These new capabilities aim to answer search queries more conversationally, generating text answers within search results while still also providing links to relevant content. SGE can understand the context of more complex, long-form queries and also recommend next steps, including asking follow-up questions without starting a new search. While SGE isn't limited to mobile, it certainly commands more attention on smaller screens.
Let's explore how SGE responds to a search for, "best drag brunch in New Orleans." It first generates a list of businesses sourced from Google Business Profiles (GBPs). Expanding the listing reveals additional relevant content. For example, "The Country Club" is featured in Eater's article, "8 Drag Brunches to Liven Up Any Sunday in New Orleans."