As artificial intelligence reshapes how travellers discover and book their holidays, group travel brands need to adapt their marketing strategies to remain visible where decisions are being made. Oliver Sissons, Search Director at Reboot Online, will share crucial insights in his Theatre session on optimising for AI-driven search and securing visibility in the age of ChatGPT and other AI assistants.
Why AI-Driven Search Matters for Group Travel
The way travellers research and plan trips is changing rapidly. A survey by ABTA found that 8% of travellers were using AI in 2025, up from 4% the year before, with some demographics using AI much more heavily – like 18% of 25-34 year olds reporting AI use in their travels.
Increasingly, potential customers are bypassing traditional search engines altogether, going straight to tools like ChatGPT to plan holidays, compare providers, and build full itineraries. For group travel brands, this means visibility in AI-generated responses is becoming just as critical as traditional SEO. The brands that appear in these AI answers are the ones winning bookings.
Introducing Oliver Sissons: Expert in AI-Driven Search Strategy
Oliver Sissons is Search Director at Reboot Online, an award-winning search agency specialising in SEO, Digital PR, and AI-driven search strategy. Reboot helps brands improve their visibility across traditional search engines and emerging AI assistants through technical SEO, creative content, and data-led Digital PR.
The agency is particularly known for its data-driven, in-house experiments and GEO (Generative Engine Optimisation) research, providing clients with practical, evidence-based strategies for staying visible as the search landscape evolves.
Can you tell us more about your business and what it does?
Oliver: “Reboot Online is an award-winning search agency specialising in SEO, Digital PR, and AI-driven search strategy. We help brands improve their visibility across traditional search engines and emerging AI assistants through a blend of technical SEO, creative content, and data-led Digital PR.
Our work spans everything from technical audits to large-scale PR campaigns. We’re particularly known for our data-driven, in-house experiments and GEO (Generative Engine Optimisation) research. Our experiments allow us to give clients practical, evidence-based strategies for staying visible as the search landscape evolves.”
What are the most rewarding and challenging aspects of your job?
Oliver: “The most rewarding part of my role is helping brands navigate a rapidly changing search landscape and seeing the tangible impact that strong SEO and Digital PR strategies can have on their visibility and growth. I particularly enjoy leading experiments and research that push the industry forward and give marketers clearer insight into how AI-generated results work.
The biggest challenge is the pace of change itself. With AI reshaping how people discover information, we’re constantly adapting, testing, and evolving our approach to stay ahead. It requires a balance of technical expertise, creativity, and flexibility – but that’s also what makes the job exciting.”
What’s the best advice you’ve been given?
Oliver: “Simple one but probably the old ‘Listen more than you speak’ advice is great. For personal and professional situations, a good example on the professional being when you’re discussing a potential collaboration with a new brand, taking a step back and listening to what they need will go a long way in helping you provide information that is genuinely useful for them.”
What’s your key takeaway of the year so far?
Oliver: “Key takeaway would be how quickly behaviour can change, specifically in regards to shifts in search behaviour with people moving from Google (the platform no one thought would be displaced) to ChatGPT in large numbers. In reality people continue to use both, but still a significant change from what we’ve seen in recent years!”
What are you most looking forward to discovering or experiencing at BTTS 2026?
Oliver: “I’m looking forward to hearing directly from travel operators, DMOs, and group travel organisers about how traveller behaviour is shifting. At Reboot, we’re analysing how people make buying decisions and plan trips through AI assistants like ChatGPT and Gemini, but BTTS gives us the opportunity to pair that data with real industry experiences.”
Why do you think BTTS is a must-attend event for those who organise group travel?
Oliver: “I think for anyone involved in group travel, staying ahead of what audiences want, how they research trips, and what inspires them is essential. BTTS brings together real-world expertise, fresh ideas, and practical solutions that help organisers create better experiences and plan more efficiently. It’s an invaluable event for keeping your offer relevant and competitive in 2026.”
What can visitors expect to learn or experience from your session that will benefit their business or organisation?
Oliver: “Travellers are increasingly going straight to tools like ChatGPT to plan their holidays – choosing destinations, comparing group travel providers, and even building full itineraries without a single click to Google. The brands that appear in these AI answers are the ones winning bookings, and this shift will only accelerate in 2026.
“In my session, I’ll reveal new insights from Reboot’s research into how AI tools recommend destinations, attractions and group travel providers. Visitors will see which brands are being cited today, what’s driving those recommendations, and how to position their own organisation to appear in those crucial moments.
Expect clear, practical actions you can apply straight away plus a roadmap for securing visibility in 2026. If your organisation depends on travellers discovering and choosing you online, this is a session you can’t afford to miss.”
Future-Proof Your Marketing Strategy at BTTS 2026
Oliver’s session on AI-driven search will provide actionable insights that can directly benefit group travel businesses as the industry adapts to changing consumer behaviour.
Don’t miss the chance to hear from Oliver and other industry experts at BTTS 2026 on 19 March at NEC Birmingham. Register for free and spend the day making valuable connections through discovery and discussion.