Google used to give you a list of links and let you do the work. Now, for a huge number of searches, it generates its own written answer first, pulled together from several sources, and places it right at the top of the page, above the traditional results.

There’s also a fuller version of this called AI Mode, which works more like a conversation than a search. It skips the list of websites almost entirely and just talks you through an answer. Think of AI Overviews as the appetiser and AI Mode as Google going all in on the chatbot experience.

Either way, the effect is the same: search results increasingly answer the question themselves, instead of sending someone to a website to find the answer.

The scale of this shift is bigger than most people realise. A widely cited study by Seer Interactive, which tracked over 5 million search queries across 53 brands over 14 months, found that click-through rates on searches with an AI Overview sat far below those without one (roughly 0.6% versus 1.6%, at the lowest point). Ahrefs, analysing 300,000 keywords, found a similar pattern: the page ranking in position one lost more than half its usual clicks when an AI Overview appeared above it.

Pew Research Center found that people only click through to a website about 8% of the time when an AI Overview is present, compared with 15% when it isn’t. Put simply, showing up in a normal search result gets you far less attention than it used to.

Here’s the part worth paying attention to, though: brands that get cited inside the AI Overview (meaning Google’s summary specifically references their website) see meaningfully more clicks than brands that rank normally underneath it. Being mentioned by the AI is quickly becoming more valuable than ranking well the old-fashioned way.

In the hospitality sector, research shows that not all searches are affected equally.

Broad, early-stage questions, like “best game lodges near Kruger”, are increasingly answered by an AI Overview, so no further clicks are needed. But specific, ready-to-book searches, like “Ilala Lodge Victoria Falls availability”, still see people clicking through to a website, and often convert even better than before. (Perhaps because the nature of the search term already shows a high willingness to book.)

Simply put: potential guests still do plenty of dreaming and comparison without visiting a website, but once someone is close to booking, they want to visit a hotel’s page and make the final judgement call for themselves.

That’s the moment a property’s own website, and its own voice, still counts for everything.

None of this means SEO is dead in the water, despite what a hundred alarming blog headlines will tell you; it means the goalpost has moved and a few things still matter – arguably more than ever.

Here’s what they are:

• Be specific. Make sure your website gives real prices, real distances and relevant detail. Google’s AI Overviews are built to summarise clear, factual content, so vague brochure language will not see you quoted.
• Keep information consistent everywhere. Name, address, rates and amenities should match across your website, Google Business Profile and OTA listings. Inconsistency is a red flag in the AI “trust-building” department.
• Invest in reviews. They’re one of the clearest signals both travellers and AI systems use to judge a property.
• Write for humans first. Clear, well-organised content that answers real questions tends to perform well with both readers and AI systems, because good writing was never been about “tricking” an algorithm in the first place.

We’re not going to pretend AI Overviews are a passing trend. They’re not, and treating them as one is how brands get left behind. We’re already adjusting how we approach content and structure for our clients: more specific, more citation-worthy, more consistent across every platform a guest might check.

But here’s what a search engine update doesn’t change: being a small agency means we notice when a client’s numbers move, and we can actually do something about it that week, not next quarter. No algorithm reads a property’s brand, atmosphere or story the way a person who has actually visited it can.

AI is a tool we use. It isn’t, and won’t be, the final say in our work.

That’s still us.

Note: Stats in this space shift daily and were accurate at the time of publishing.

SOURCES:

• Seer Interactive: https://www.seerinteractive.com/insights/ctr-aio &
  https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update
• Ahrefs: https://ahrefs.com/blog/ai-overviews-reduce-clicks/
• Pew Research Center: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/