Are Google’s AI Travel Results Uncovering More Hidden Gems? [Data Study]

Google’s AI-generated outcomes reshape how individuals search, and Google has mentioned that web sites ought to anticipate site visitors fluctuations and that prior success in natural Search doesn’t assure future success within the new ecosystem.

It is a large declare, and it’s been debated whether or not “Hidden Gems” are getting extra visibility in trendy Search and I’m doing my finest to work by as a lot information as doable to establish if the claims from Google above have substance.

Google’s Hidden Gems initiative is its effort to focus on real, first‑hand content material from smaller corners of the net.

It was first revealed in Might 2023 and totally built-in into the core algorithm later that yr, with official acknowledgment in mid-November 2023.

It targets posts with first-hand information, private insights, and distinctive experiences normally discovered on boards, blogs, social platforms, and area of interest websites.

Quite than favoring solely high-authority domains, it now surfaces these ignored “gems” as a result of they provide real and sensible views from creators and types, not powered by the normal web optimization metrics and massive model budgets.

Hidden Gems has the target of:

Enhancing how we (Google) rank leads to Search total, with a larger concentrate on content material with distinctive experience and expertise.

This brings me to the journey sector and the notion of Hidden Gems.

It has been a long-held perception within the journey sector that Google favors greater journey manufacturers. Once I labored in regional companies that had journey shoppers, this was nearly a celebration line when pitching SME and challenger journey web sites.

Now search is evolving, and we’re seeing an increasing number of Search options both powered by or straight interfacing with AI, is that this now a possibility for challenger journey manufacturers to achieve additional visibility inside Google’s Search ecosystem?

Methodology

To analyze, we analyzed a dataset of 5,824 URLs surfaced in Google’s AI-generated outcomes for travel-related queries.

As a part of the methodology, we additionally reviewed conventional web optimization metrics akin to estimated website site visitors, area score, and complete variety of area key phrases to validate a qualitative evaluate of whether or not a website features as a strong journey model or a challenger model.

Every URL was manually reviewed and tagged based mostly on whether or not Google recognized it as a Hidden Gem. We in contrast their visibility, area authority, and the way usually they appeared in AI outcomes.

Amount Vs. Frequency

The dataset revealed a nuanced dynamic: Whereas Hidden Gems have been extra numerous, they weren’t extra dominant.

From the 5,824 cited URLs, we recognized 1,371 distinctive domains. We categorized 590 of those as Hidden Gem domains in comparison with 781 established domains.

Nonetheless, these 781 established domains appeared 4,576 instances in complete, a a lot greater return price than the 1,248 complete appearances of the Hidden Gems.

This implies that whereas AI mode is surfacing all kinds of lesser-known sources, it nonetheless leans closely on established manufacturers for repeated visibility.

As you’ll anticipate, domains we recognized as not being “Hidden Gems” had a larger weighting of upper DR than not.

Picture from writer, August 2025

In contrast, the domains we recognized as being Hidden Gems weren’t weighted in the other way, however as an alternative way more evenly unfold out.

Picture from writer, August 2025

In different phrases, Google is sampling broadly from the lengthy tail however serving steadily from the pinnacle of the distribution.

Authority Nonetheless Has A Function

Whereas conventional web optimization has lengthy positioned emphasis on authority metrics like Area Ranking (DR) or Area Authority (DA), our evaluation exhibits that their affect could also be diminishing within the context of AI-led search.

This shift aligns with broader traits we’ve noticed in Google’s evolving rating methods.

As an alternative of relying closely on link-based authority, AI Overviews and related experiences seem to prioritize content material that demonstrates depth, originality, and powerful alignment with person intent.

Authority hasn’t disappeared, nevertheless it’s been repositioned. Quite than performing as a gatekeeper for visibility, it’s now considered one of many components, usually taking a again seat to how effectively a bit of content material anticipates and satisfies the person’s informational wants within the second.

What This Means For Journey Manufacturers

Hidden Gems are exhibiting up in Google’s AI outcomes, however they’re not displacing the giants. They’re showing alongside them, providing extra selection however much less dominance.

For challenger manufacturers, this represents each a possibility and a problem.

First-Hand Content material Positive factors Floor

The chance is obvious: Content material that’s particular, real, and helpful is getting seen, even from smaller or lesser-known websites.

AI-powered outcomes appear to be extra keen to incorporate pages that ship sensible insights, first-hand expertise, and area of interest relevance, even when they lack the normal indicators of authority.

This creates new openings for manufacturers that beforehand struggled to compete on backlinks or model power alone.

Repetition And Recall Nonetheless Matter

However the problem is equally clear in that visibility isn’t evenly distributed.

Whereas Google could pattern from a broader vary of sources, the repetition and prominence nonetheless favor the dominant journey manufacturers.

These manufacturers seem extra steadily, profit from larger model recall, and usually tend to be clicked just because they’re acquainted.

So for newer or challenger manufacturers, the query turns into: How do you flip presence into desire?

The place Ought to I Be Focusing?

Consistency Of Presence

It begins with consistency. One or two appearances in AI Overviews received’t transfer the needle.

Journey manufacturers want to consider sustained visibility, exhibiting up throughout a variety of matters, codecs, and moments within the person journey.

Which means constructing out content material that doesn’t simply reply frequent queries however anticipates nuanced wants, evokes curiosity, and affords distinctive, first-hand perception.

Readability Of Voice

Subsequent comes readability of voice. AI methods are more and more delicate to content material that indicators credibility, expertise, and originality.

Manufacturers that discover and articulate a transparent editorial voice, whether or not that’s luxurious journey with an area twist, gradual journey for sustainability, or journey itineraries from individuals who’ve really been there, usually tend to stand out.

Intent Understanding

Lastly, there’s an intent understanding. Challenger manufacturers should shift from considering in key phrases to considering in moments.

What’s the person making an attempt to think about, plan, remedy, or really feel at this level of their journey? How can your content material converse on to that?

A New Definition Of Authority

The journey giants nonetheless have scale on their facet, however challenger manufacturers now have a greater likelihood to earn visibility by authenticity and depth. That’s a special type of authority, one rooted in relevance and resonance.

For journey SEOs keen to rethink what authority means, and for manufacturers able to put money into significant, user-first content material, AI-powered search is not only a menace. It’s an invite.

To not play the identical sport the giants are enjoying, however to play a special one, and win in numerous methods.

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