For more than two decades, travelers looking for their next place to explore have relied on search engines, booking platforms and review sites. Today, Artificial Intelligence – specifically, generative AI and large language models (LLMS) – is fundamentally transforming trip planning.
An August 2026 study by MMGY Travel Intelligence found that 54% of travelers have already used AI to plan travel and 75% intend to use it for future trips. Four in 10 travelers have discovered a destination through AI, while 29% have changed their travel plans based on AI recommendations. Nearly two-thirds (63%) say they would use an AI trip planner directly on a destination website – and 25% are less likely to use a destination site that doesn’t offer AI features.
Yet this same study found that only 22% of DMOs (Destination Marketing Organizations) offer trip-planning capabilities on their websites and just 26% have a documented AI strategy. DMOs, the research study concludes, are two years behind travelers in adopting AI.
We are pleased to report that Experience Grand Rapids – the DMO for Grand Rapids/Kent County – is ahead of the AI curve. We began planning for the AI travel revolution several years ago and have developed strategies that leverage AI to boost awareness of and visits to our destination. We’ve been integrating AI into our internal workflows to speed up routine tasks and give our team better access to better information. And early in 2026, we launched the world’s first AI-powered accessibility travel tool to help travelers find accessible hotels, restaurants, attractions and activities in Kent County.
A Shift in Traveler Expectations
This AI-driven approach stands in stark contrast to the methods travelers have historically relied on. Since the advent of the Internet, travel planning has often involved typing in dozens of search queries, opening multiple browser tabs and spending hours cross-referencing local attractions, accommodations and flights. This search engine model required the individual to act as the synthesizer of vast amounts of information.
Generative AI platforms such as ChatGPT and Google’s Gemini, and specialized AI-powered travel planners – like Layla AI and Wanderlog – have entirely flipped this model. These LLMs now act as the synthesizer on behalf of the traveler. Instead of typing fragmented keywords like "best hotels downtown" or "family activities weekend," a user can input highly specific, conversational prompts: "Create a three-day itinerary for a family of four visiting a Midwestern city known for craft beer and art, keeping the budget under $1,500 and minimizing walking distance between venues."
Within seconds, AI systems generate comprehensive, personalized itineraries in response to such prompts. This shift moves the traveler from a “search” paradigm to a "solution” paradigm. And that requires travel websites like ExperienceGR.com to focus less on keywords and more on content that is conversational and mirrors how travelers actually speak. The more specific and richly detailed the content, the more likely an LLM will use it to answer complex, multi-variable user prompts.
Adapting our Content Strategy
All new EXGR content, is now evaluated to ensure AI models can easily find, understand and recommend it. We are also methodically revising existing content to make it AI algorithm-friendly.
For example, we’re structuring our content for “zero-click” visibility. Zero-click content refers to information accessible directly from search engine results pages (SERPs) without needing to click through to a website. With AI, travelers no longer need to click through to ExperienceGR.com to get a list of the best local breweries; AI provides the list immediately. This "zero-click" environment means that we have to provide precise, authoritative and tailored content that anticipates what a user might ask. It also requires us to focus on “share of model” (how often Grand Rapids is recommended by AI) rather than traditional KPIs like website traffic bounce rate and page views.
Importantly, we are not using AI to create content – because maintaining our unique brand voice and providing local expertise and authentic community storytelling actually powers AI to deliver more specific, detailed and accurate information about Grand Rapids, and builds real trust with our intended audiences. We are investing more heavily in high-quality video, local photography and visitor testimonials so travelers can get a real sense of our place beyond what AI may “scrape” from our data.
And, of course, we continue to rely on our partners to deliver in-person experiences that delight visitors and fulfill the promise of the Grand Rapids/Kent County travel brand. AI is shaping the future of tourism with smarter, more efficient and more personalized travel solutions – but it’s still the human touch that matters most.
