Will the pages on my white label portal show up on Google, or will customers only find it if I send them the link?

Yes, the public pages of your portal can be found on Google, but it does not happen by itself and not every page in the portal is the right kind of page for search engines.

The pages that can be indexed are the ones that behave like a normal website: your home page, any destination or offer pages you create, an about us page, a contact page, your terms and your policy pages. For this to work properly the portal needs to be running on your own domain, because search results are tied to the domain name people see. The search results screens and the booking steps are different. Those are built the moment a customer types in dates and passengers, so a search engine cannot fill in the form and reach them, and in most cases you would not want those live price pages indexed anyway because the results change constantly.

On the pages that can be indexed, you can usually set the page title, the description that appears under the link, the headings and the written content, and you can verify the site in Google Search Console and add your analytics tracking so you can see what traffic is arriving. How much of this you can edit yourself depends on your plan and on whether content editing tools are included, so it is worth confirming that before you plan any serious search work. We also cannot promise rankings. Travel is a crowded market, and where you appear depends on your content, your competitors and how long your site has been live, none of which the portal itself decides.

Before you start, check which pages your plan lets you edit and get Search Console connected early so you can see what Google is actually picking up.