During its annual Search On event, Google introduced AI Mode for Dutch users. This generative feature appears just below the search bar and provides instant summaries of relevant information with links to helpful sources.
How does AI Mode differ from AI Overviews? AI Mode is interactive: after receiving an AI-generated answer you can ask follow‑up questions to refine your search. AI Mode also appears as a separate panel at the very top of the results page, while AI Overviews appear embedded within the search results and automatically generate content based on public information.
Because AI Mode answers questions directly, we expect organic traffic to websites to decrease. To remain visible, tourism and leisure businesses need to adapt their online strategy.
Here are a few tips:
- Publish original, up‑to‑date content – AI tools prioritise fresh information.
- Optimise your Google Business Profile – keep your details complete and current.
- Actively manage your reviews – ask customers to leave feedback and respond promptly.
- Implement structured data (schema) – this helps search engines understand your content and improves your chances of appearing in AI results.
- Build a strong online reputation – encourage customers to mention your brand name and services when reviewing you.
AI Mode shows that Google is evolving from search engine to digital travel advisor. By creating original content and maintaining a strong online presence, you can continue to reach travellers. Need help adjusting your strategy? Feel free to contact us.
