Artificial Intelligence (AI) is revolutionizing the way consumers search for information and book vacations. The provider's website, including its Property Management System (PMS), currently plays a central role in this. Online marketing through SEO, advertising, and platforms drives traffic to the website. "The rise of AI will fundamentally change this entire structure, and that change is already well underway," says Roy Platje, founder of Red Online Marketing.
Roy works daily with holiday parks, hotels and attractions throughout Europe, and is already seeing concrete shifts in his clients' data.
You say website traffic is down 30-40%. That sounds dramatic. What exactly is happening?
Roy: "Yes, and that's already happening, not in two years. Clients with informational websites are already experiencing this problem, especially those focusing on destinations. Websites with topics like "Fun activities on the Veluwe" or "Things to do in Prague" are becoming redundant because ChatGPT or Gemini can generate the answers themselves; they're highly up-to-date and tailored to the individual's situation.
Young people under 25 are simply using these AI tools as their new Google. They get their answers instantly, without even clicking through to a website. And it's not just ChatGPT—Google itself is accelerating the process with AI Overviews. In Italy, 40% of all searches now receive an AI answer instead of the traditional list of blue links. The Netherlands is at 20-30%, but that's rising rapidly.
Visits to a holiday provider's traditional website are also declining. The browser of the searcher is becoming dominant. Consumers are presented with an AI-generated overview of options. You have to ensure your option is included. The final booking can still be made on the website, and people can still find background information there. However, a visit to the website is no longer essential, as the booking can also be routed directly to the PMS reservation system.
People don't read; AI does!
Because of the enormous amount of information people have to process, search behavior is taken into account: people scan rather than read. Therefore, information must be presented clearly, with bullet points, sharp headings, and short texts that make it digestible. The most common questions received by phone at park reception desks are usually already on the website. People just haven't been able to find them.
“AI will also bring about a revolution in this area,” Roy explains: “We now also have to optimize for AI models that thrive on detailed information.
A simple example from the hotel industry. Previously, you would write: "Spacious double room with a balcony." Now you should actually write: "28m² double room with a French balcony overlooking the garden, double glazing for optimal sound insulation, 180x200cm box-spring bed, ample space next to the bed for wheelchair users with a turning circle of 150cm, suitable for guests with pets up to 15kg."
AI strives for customization and loves detailed descriptions. Based on the available information, AI filters the results and displays only the most suitable options in the app or browser. The AI immediately provides three personalized suggestions, complete with prices, availability, and why they're a good fit. If the user even visits your website, it's mainly to check out the photos. The entire orientation phase has already taken place within the AI.
That's a very different approach...
Roy: "Absolutely. It feels counterintuitive. But this also came up at a recent ABN AMRO hotel conference: guests will soon want to be able to find much more specific information. People who sleep poorly want to know whether their room faces the street or the garden. People with disabilities want to know if the bathroom is large enough for their wheelchair."
That sounds like Google is becoming redundant?
Roy: "For regular searches, yes. But the interesting thing is that Google itself is making that transition. They're incorporating Gemini, their own AI, more and more prominently. Those blue links are fading into the background. The question isn't if it happens, but how quickly."
What does this new customer journey look like?
Roy: "The classic sales funnel—exploration, comparison, booking—is being completely turned upside down. Just take a look at our overview below."
- Phase 1 will be AI consultation. Instead of going to Google, someone now asks ChatGPT: "I want a long weekend away with my family, active but not too far from Utrecht, preferably somewhere where the kids can have fun and we can relax too." The AI model immediately spits out personalized suggestions.
- Phase 2 is verification. If visitors are already coming to your website, it's to visually verify whether it's accurate. A few photos, maybe a video. They're already largely convinced.
- Phase 3 will be direct booking via AI. Google recently launched a uniform payment standard that virtually all payment systems have adopted. Soon, you'll be able to book directly through the AI interface, without ever seeing the website.
Who are the winners in this new landscape?
Roy: "I'm not worried about a company like Booking.com. It's not because of their website—it's actually becoming less important. They win because they're the only company with direct connections to virtually all accommodations worldwide. AI assistants only need one connection to access millions of accommodations. Booking.com becomes invisible in the background, but it still controls the entire data stream."
Conversion of search results becomes much higher
Many companies have invested in SEO optimization for their websites in recent years, ensuring they rank high in Google search results. Keywords (and keyword advertising) played a key role in this. Soon, you'll have to respond to highly personalized search queries. Doesn't that result in less traffic?
Roy: “ Absolutely. The traffic that does still come is much better informed. Those visitors have already gone through their entire orientation process. They come to your website with a clear intention – they want to book, or are at least already quite convinced. The conversion rate for that traffic is therefore much higher.”
But it does mean we need to look at KPIs differently. Traffic is no longer the most important success factor. You need to measure things like:
- How often is my park mentioned in AI responses?
- Which questions will make my top 3 suggestions?
- How positively am I described?
- What is my conversion from that smaller AI traffic?
How do you ensure that AI recommends your park?
Roy: "That's the new art – Generative Engine Optimization, or GEO, we call it. Instead of ranking for keywords, it's about AI models seeing you as an authority."
In concrete terms for a holiday park this means:
1. Extensive, detailed content. Not “forests in the vicinity”, but “directly adjacent to the Leuvenumse Bos with three marked walking routes from the park (3km, 5km and 8km), mountain bike routes with rentals at the park, and every spring the opportunity to spot roe deer and wild boars during the morning walk.”
2. Up-to-date information is worth its weight in gold. “This weekend: Clog Festival in neighboring Heusden (10 min drive), children’s clog painting workshop on Saturday at 14:00 PM.” AI models greatly appreciate freshness.
3. Adding structured data. Technical stuff – JSON-LD, schema markup – but it makes AI's work much easier. You IT guy knows exactly what I mean.
4. Integrate reviews into your content. Not as a separate widget, but truly interwoven. “Our guests particularly appreciate the peace and space (average 9.1), with regular compliments on the clean accommodations and the friendly staff.”
Build your own relationship with your customers
In recent years, companies have become increasingly dependent on Big Tech (like Google) and major online platforms (like Booking.com). The lack of competition in some markets means pricing is often unbalanced. Hoteliers, in particular, often feel they're paying too much commission for bookings through a platform, but have no alternative.
Some tips to increase grip again:
Invest in your own customer database . You can reach loyal customers via email and WhatsApp, for example. There are increasingly better AI tools that allow you to understand your own customers better and provide them with tailored information at the most opportune moment. This remains the cheapest and most effective form of marketing – targeting an audience with whom you have already built a relationship. We are also making this increasingly effective with the Wander Journeys email marketing tool.
For example, a holiday park can send tips via WhatsApp a week before arrival: "The weather forecast for your stay: sunny! Don't forget your swimsuit. And did you know that Wednesday evening is our barbecue night? Tickets are still available."
Your brand. A strong brand is mentioned more often in AI responses. Invest in PR, partnerships, and offline visibility. Sponsor local events, collaborate with tourism organizations. Anything that anchors your brand in public data helps.
Customer loyalty. A satisfied guest who returns every year and books directly with you is independent of any platform. Repeat visits are becoming increasingly valuable and cheaper.
Thanks to:
Roy Platje is the founder of Red Online Marketing, a specialist in digital marketing for the travel and leisure sector. Red guides holiday parks, hotels, campsites, and attractions throughout Europe in the transition to AI-driven marketing.
Wander Journeys (part of Red Online Marketing) will be present at the Recreatie Vakbeurs Hardenberg from November 11 to 13. Register for a free visit to this trade fair.