SEO Guides.

There’s a strange trend emerging in travel marketing – or actually all marketing – right now. AI can write content in seconds, but AI systems are getting better at detecting and devaluing AI-generated content.

Search has changed. People aren't just typing keywords into Google anymore. They're asking Siri questions while driving, snapping photos to find similar destinations, and getting answers from ChatGPT instead of clicking through ten websites.

If you’re feeling like digital marketing has become a bit of an alphabet soup, you’re not alone. First, we mastered SEO, then we learned all about AEO, and now we need to understand GEO. Where does GEO fit in? Is it just a new name for the same thing, or is it a different beast entirely?

As more travel brands invest in answer engine optimisation (AEO), we're seeing patterns emerge – not just in what works, but in what doesn't. After working with travel companies implementing AEO strategies, we've identified recurring mistakes that undermine visibility, waste resources, and delay results.

As answer engine optimisation (AEO) gains momentum, we're hearing a recurring question from travel brands: "Should we shift our budget from SEO to AEO?" The short answer is no. The slightly longer answer? Both disciplines are essential – they serve different purposes, and the smartest travel brands are learning to balance them strategically.

AI search is rapidly reshaping how people plan their trips. Travellers are no longer typing short keywords into Google. They’re asking conversational, scenario-based questions such as “What’s the best safari park for couples who hate crowds?” or “Where should I stay in Cape Town for £150 a night with beach access?”

You've invested time and resources into Answer Engine Optimisation. You've restructured your content, implemented structured data, built your entity signals, and optimised for natural-language queries. But now comes the critical question: Is it actually working?

For years, travel brands have focused on SEO to rank in Google searches. While traditional search engines aren't going anywhere, AI-powered search tools like ChatGPT, Perplexity, Gemini and Google's AI Overviews are rapidly changing the game.

A well-thought-out content strategy can be a great way to attract and convert clients for your travel brand. But without effective search engine optimisation (SEO), even the best-written copy is not enough.

Luxury travel brands know that many of their bookings are not made by their clients, but rather by the client’s travel buyer or assistant. So, when planning your digital marketing, some of your efforts in fact need to be aimed at this audience, and not the travellers themselves.

Your website is often the first touchpoint a high-end traveller, or the people who book their holidays, have with your brand. That’s why your online presence must reflect the luxury, exclusivity, and sophistication of the experiences you offer.

Marketing a travel brand today is no small feat. Beyond creating unforgettable experiences, you must also tell a compelling story, optimise your digital presence, manage paid campaigns, and deliver a seamless customer journey across multiple channels.