Will my white label travel portal show up on Google when people search for flights and hotels, or do I have to do something myself?

Yes, your portal is built as an ordinary website that Google can find and list, but appearing near the top of the results is work you keep doing over months, not something that happens by itself on the day you go live. The software makes your site readable to search engines. Earning the traffic is still down to you.

On the practical side, you can run the portal on your own web address under your own brand, you can edit the page titles and descriptions that Google shows, and you can add your own pages such as an about us page, service pages for the places you specialise in, and a blog. Search engines are given a map of those pages so they know what to look at. Whether the blog and page editing tools are included depends on your plan, so confirm that before you plan any content.

There is one limit worth being honest about. The live flight and hotel listings are pulled from the suppliers at the moment a customer searches, so they are not pages sitting there waiting to be listed by Google, and nobody ranks well for a search page produced that way. What realistically brings you visitors is your own written content, your local reputation and the areas you know better than a large website does.

So treat the portal as the place a customer completes the booking, not as your only source of customers. A sensible next step is to check which pages you can edit on your plan, then pick a handful of routes or destinations you actually sell and write proper pages about them, while bringing your first customers in through the channels you already use.