Feeling Behind on AI? Where Charter and Tour Operators Should Start

Wednesday, 11 November 2026 · AI & Marketing

I just got back from The Port, a conference for tour and watersports operators. The biggest thing I took away is that almost everyone feels behind on AI. If you run a charter or tour business and AI feels like one more thing you’re behind on, you’re in good company. And there’s a simple place to start.

Why everyone feels behind on AI

Almost every training session at The Port talked about AI.

Every booth vendor had something about AI on their materials.

Between the sessions and the sales pitches, it’s easy to feel behind and overwhelmed just from the sheer volume. But that’s OK. You’re not alone.

What the data says about everyone else

Nielsen surveyed 1,200 marketers across six countries for its 2026 Annual Marketing Report. Fewer than 2% said they use no AI at all. Nearly everyone is using AI.

But only about 1 in 3 fully trust and act on what it tells them. Most keep a person in the loop to check the work.

That’s confirmation: we’re all learning and evolving with these tools.

Your guests aren’t waiting

While operators figure out where to start, guests are already using AI. Nielsen also found that about half of U.S. consumers ask AI for brand or product recommendations at least once a month (Nielsen Media Attitudes Study, 2026).

Travel is moving the same way. In a Qlik survey of 2,001 U.S. adults planning a summer trip, 58% said they were using AI tools to plan it, compared with 55% using traditional travel websites (June 2026).

AI for charter and tour operators: the question to start with

So the real question isn’t whether you’re behind. It’s whether AI names you when your next guest asks for a recommendation in your area.

Try it yourself. Ask ChatGPT or Google’s AI for a charter or tour in your town and see who comes up.

That’s the thing to start solving for sooner rather than later. And if you start there, the rest will eventually take care of itself.

Where guests will find you in 2027

I count four places: Google Search, your Google Business Profile, Google’s AI answers and AI tools like ChatGPT. All four pull from the same information about your business. I walk through each one in our free 4 Ways workshop.

We work with charter captains, tour operators and watersports businesses. Our AI and SEO program is built to get you found by Google and recommended by AI.

Want help getting started?

If you’d like help understanding how to realistically start using AI in your charter, tour or watersports business, I can help. See Demo & Pricing.

Keep reading: The 4 ways guests will find you in 2027

See you on the water.