The travel industry has followed the same path for years. A traveller would identify a destination, open Google (or maybe Bing), compare websites, browse reviews and gradually narrow down their options before making a booking. Search engines sat at the centre of the customer journey, with travel brands investing heavily in SEO, paid media and content to capture demand.
Enter AI to change that journey in its entirety. Increasingly, travellers are bypassing traditional search behaviour altogether and turning to AI-powered platforms for recommendations, inspiration and decision-making with around 54% of travellers utilising AI to help with travel planning. Rather than searching “best boutique hotels in Barcelona”, users are asking: “I’m planning a long weekend in Barcelona. I love design-led hotels and local food. Where should I stay?”
The distinction may seem subtle, but for travel brands it represents one of the most significant shifts in digital discovery since the rise of Google. No longer are brands just fighting to be surfaced in traditional search engines, they now also need to be surfaced by AI platforms such as ChatGPT, the new travel agent in traveller’s pockets.
From Search Engines to Answer Engines
As an industry, marketers love an acronym so of course when it comes to a new platform to optimise, GEO, SEO and AIO entered the chat. There is one important distinction to make between the two; traditional search engines provide options whilst AI platforms provide answers.
This distinction is fundamentally changing how consumers discover travel brands. Rather than sifting through pages of results, travellers are increasingly looking for curated recommendations, personalised itineraries and direct responses to complex questions.
This behaviour is particularly prevalent within travel because planning a trip is rarely straightforward. Consumers aren’t just looking for a hotel; they’re looking for the perfect trip based on budget, travel style, seasonality, interests and countless other variables.
A search engine might return hundreds of results for “luxury hotel in Mallorca”. An AI platform can provide recommendations based on specific preferences, whether that’s vineyard tours, wellness experiences, family travel or sustainability credentials.
AI understands the context, resulting in a more intuitive experience for consumers, however this presents a new visibility challenge for brands and another channel to think about optimising.
Visibility Goes Beyond Rankings
Historically, SEO specialists and digital marketing teams focused on rankings. Could the website rank on page one? Could content secure featured snippets? Could paid search drive bookings efficiently?
Those questions still matter. However, AI introduces an entirely new consideration: Will your brand be recommended?
Unlike traditional search results, AI-generated responses typically surface a limited number of options. In many cases, users may never click through to the cited source. That means travel brands are moving from competing for clicks to competing for inclusion, something that isn’t always the easiest to measure.
The brands that are consistently referenced across trusted sources, industry publications, reviews, authoritative content and digital channels are increasingly the brands AI systems can understand and recommend.
This is where the worlds of SEO, content and PR begin to converge. Gone are the days of siloing marketing competencies, all these teams need to be working to one unified objective to ensure their brand remains part of the conversation.
Why Authority Matters More Than Ever
One of the most interesting developments we’re seeing is the growing importance of authority signals.
AI systems don’t simply evaluate keywords. They assess context, consistency and credibility across multiple sources. For travel brands, this means visibility is increasingly influenced by factors such as:
- Quality media coverage
- Industry awards
- Influencer content
- Review platforms
- Structured website content
- Consistent brand messaging
In many ways, this represents a return to fundamentals. Brands that have invested in strong storytelling, authoritative positioning and meaningful digital PR coverage are often better placed to thrive in AI-driven discovery environments.
The difference is that these signals now have a direct influence on how machines understand your business, not just how humans perceive it.
The Rise of Intent-Led Content
Another shift is occurring in the way content is planned and produced. Traditional SEO often focused heavily on target keywords often that were informational in their intent to drive website traffic. Content strategy is changing as AI discovery prioritises intent and brands need to think beyond individual search terms, instead focusing on the questions travellers are actually asking.
For example:
- Where should I stay in London for a wellness-focused city break?
- Which hotels in Paris are best for food lovers?
- What are the best family-friendly ski resorts in Europe?
These are not simply keywords. They more complex prompts. Research from Semrush has revealed the average AI prompt length is 23 words whilst the average length of a traditional search query is 3.4 words representing a key shift in consumer behaviour that marketing teams must adapt to.
The brands that create content designed to answer these questions stand a significantly better chance of appearing within future AI-driven recommendations. This is why content strategy, digital PR and search optimisation can no longer operate in silos.
Strong Technical Foundations Remain Critical
While much of the discussion around AI focuses on content and visibility, technical performance remains critical.
If AI platforms are evaluating and understanding websites, the quality of those websites matters.
Travel brands should prioritise:
- Fast page speed
- Mobile optimisation
- Accessibility
- Structured data
- Clear site architecture
- Comprehensive destination and product information
These elements have long supported SEO performance. Increasingly, they also contribute to how effectively AI systems interpret and reference content. A website that is difficult for users to navigate is often difficult for AI to understand.
What Travel Marketers Should Do Next
For travel marketers, the opportunity is significant.
Rather than treating AI as a future challenge, the most successful brands have already adapted their strategies.
That means:
- Building content around traveller questions and prompts, not just keywords.
- Creating authoritative thought leadership that strengthens brand credibility.
- Aligning PR, SEO and content teams around commercial objectives.
- Investing in structured, discoverable content.
- Monitoring how brands appear within AI-generated responses and recommendation engines.
The organisations that act early will gain a significant advantage as consumer behaviour continues to evolve.
The Future of Travel Discovery
Travel has always been built on inspiration. What is changing is where that inspiration comes from. For decades, search engines, travel guides and online reviews acted as the primary gatekeepers of discovery. Today, AI platforms are increasingly assuming that role along with social media, particularly TikTok.
These consumer shifts affect how destinations position themselves, how hotels communicate their proposition and how travel brands build authority in an increasingly crowded marketplace.
The winners won’t necessarily be the brands with the biggest advertising budgets. They will be the brands that are easiest to understand, easiest to trust and most consistently visible online.
About Palm PR
Founded in 2015 by Emily Keogh, Palm is an award-winning PR, digital and communications agency specialising in travel, hospitality, property, and food and drink. The agency combines strategic communications, digital expertise and data-led insights to create campaigns that build brand visibility, strengthen reputation and support business growth. Palm works with clients across the UK and internationally, delivering measurable results through an integrated approach to PR, content, search and digital marketing.
Website: https://www.palm-pr.com/