Google’s New AI Test Could Kill OTA Referral Traffic

Google has begun testing a new mobile experience that lets US users move directly from AI Overviews at the top of search results into a full conversational AI Mode powered by Gemini.

The transition happens on the same page, aiming to make search feel more like an interactive planning tool rather than a series of separate queries.

How the test works

When a user searches for something in natural language, such as “Beach resort in May,” Google generates an AI Overview with essential information like typical weather, events, and travel tips.

A new button labeled “Ask a follow up” allows the user to slide instantly into AI Mode, where they can chat with Gemini to refine the search. In this conversational space, travelers can adjust budgets, shift dates, compare neighborhoods, or weave in flights and hotels.

The system pulls live information from Google’s own products, including Google Maps and Google Flights.

What it means for competition  

The new initiative increases competitive pressure on ChatGPT and Perplexity, both of which have been expanding their own AI travel agents.

Travel companies also face downsides. AI Overviews already caused a noticeable drop in referral traffic for travel content in 2025, and deeper in search chat flows may further reduce visibility for OTAs, hotels, and other businesses.

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