7 Ways Travel SEO Is Changing in the Age of ChatGPT

Search is going through a total personality shift that is making many traditional SEO strategies obsolete.

I’ve worked in the SEO industry running a digital marketing agency for over a decade and this is the biggest shift I’ve seen, much bigger than the rise of social media, smartphones or big algorithm updates like Google Penguin.

We used to type keywords into Google like robots, which made it easy to target these keywords with SEO. Now people talk to AI tools like ChatGPT, Gemini, or Perplexity as if they’re travel agents who know their vibe and budget. The way people search has changed, so the way we write, optimize, and build visibility has to change too.

In travel and tourism, this shift is even bigger than most industries. Travellers are emotional buyers who don’t just want information; they demand inspiration, reassurance, and trust. AI tools are learning to deliver that by mixing content, reviews, and data into personalized recommendations.

That means the old travel and tourism SEO playbook of keyword density, backlinks, and long generic articles isn’t cutting it. The winners in this new search landscape are the ones who sound human by sharing their lived experiences and answer the deeper intent behind a query in an interesting way.

AI is also changing what it means to “rank.” You can appear at the top of Google and still not get clicks because an AI overview already answered the question. Visibility now depends on being cited by AI, not just seen by humans.

So, what’s the big opportunity here? Travel brands that understand how AI systems choose sources can position themselves as the expert voice those tools rely on. It’s like optimizing not just for a search engine, but for an intelligent travel assistant that talks to millions of users.

Here’s how travel SEO is evolving and what you can do to stay visible in this new AI-powered world.

1. Conversational Queries Are the New Keywords

People don’t search like they used to. Instead of typing “best ecolodge in Costa Rica,” they say things like “Find me a quiet ecolodge near the jungle where I can see sloths, hike in local national parks and do yoga every morning.” That’s a huge shift for SEO.

To show up for these queries, your content has to mirror natural speech. That means you should write out full questions, long-tail phrases, and everyday language that sounds like how people talk. Write like you’re chatting with a traveller, not pitching to Google.

• Use question-based headings like “Where are the best ecolodges in Costa Rica for yoga lovers?”
• Add conversational FAQs at the end of your articles.
• Include phrases travelers actually use when planning trips (check Reddit and forums for real language).
• Start using voice dictation tools like Otter to dictate articles like people dictate their questions to ChatGPT

The goal is to train AI and search engines to associate your site with human-like, helpful responses. That’s how you become the trusted “voice” for a topic instead of just another keyword-stuffed blog.

2. AI Overviews Are Stealing the Spotlight

Google’s AI Overviews are changing the game. When travelers search, they often see an AI-generated summary pulling info from multiple sites before they ever scroll. That means fewer clicks and less organic traffic.

But this isn’t bad news if you know how to adapt. Those overviews still rely on real sources, and being one of them puts your brand in front of millions. The trick is to create content the AI wants to use. Here’s how to do that:

• Focus on clarity and structure. Use short sentences, clear subheadings, and direct answers.
• Add statistics, quotes, or insights from experience that make your content stand out as trustworthy (cite reputable sources whenever possible for added authority).
• Use schema markup (for hotels, destinations, reviews) so AI systems can easily pull your data.

The new SEO in the age of ChatGPT isn’t just ranking high. It’s becoming the source that AI references when it builds summaries and recommendations.

3. Zero-Click Searches Are the Norm

We’re now in the era of “zero-click searches.” People get their answers right on the results page or inside AI chat. They don’t visit 5-10 websites anymore. They ask once and get one curated answer by generative AI tools like ChatGPT.

That means your strategy has to go beyond trying to get clicks. You want visibility inside the AI-generated answers. If ChatGPT or Google’s AI recommends your tour company or cites your article, that’s the new version of a top ranking.

Here’s what helps:

• Make sure your Google Business Profile is regularly updated with new content, photos and reviews because this profile and your reviews provide key authority signals for AI.
• Publish original data, reviews, or personal experience on your website and social media that AI tools will find valuable.
• Clarify your unique brand story so you can use strong branding and author bios to build credibility.
• Get backlinks from reputable travel sites to boost authority signals, this is especially helpful if you want to outreach OTAs.

SEO is no longer just about being found. It’s about being chosen by AI as part of the answer set.

4. Authority, Trust, and Real Experience Win

AI systems are picky about sources. They’re trained to prioritize credible, transparent, and experience-driven content. This is where Google’s E-E-A-T framework comes in: Experience, Expertise, Authoritativeness, and Trustworthiness.

Travel sites that feel human and grounded in real journeys perform best. Share firsthand experiences, behind-the-scenes stories, and expert insights instead of generic travel guides.

• Add author bios with travel credentials.
• Get your best clients to act as brand advocates by sharing on social media.
• Use original photography and videos from your team or trips.
• Include testimonials, reviews, and social proof to show authenticity.

The more human your brand feels, the more AI systems will trust and reference your content. Real experience is now your best SEO strategy.

5. Structured Data and Machine Readability Matter

AI systems read websites differently than humans. They rely on structured data, schema markup, and clear organization to understand what your content is about. Without that, your pages might never be seen by AI crawlers.

Think of schema as a label that tells AI exactly what’s on your site. It can mark up hotels, tours, prices, reviews, locations, and FAQs. That makes your data more “readable” and easier for AI to include in search results or travel recommendations.

If you’re using a website theme or design that doesn’t integrate schema markup, you’re going to have to change that because that’s the structural foundation for AI crawlers.

Here’s a short checklist for optimizing your website’s schema:

• Add schema for travel guides, lodgings, and attractions.
• Use consistent heading hierarchies (H1, H2, H3) and an internal linking strategy.
• Keep your paragraphs short and clean for both readers and AI scanners.

Structured data turns your site into something machines love to reference by speaking their native language.

6. Visibility Extends Beyond Your Website

AI search tools don’t only pull from blogs. They pull from the entire human internet using reviews, forums, podcasts, YouTube, and even social posts. If your brand only exists on your website, you’re invisible in half the AI ecosystem.

To fix that, create a content footprint across multiple platforms. Publish on Medium, YouTube, and Pinterest. Encourage travellers to leave reviews on Google and TripAdvisor. Collaborate with influencers who can mention you in videos or blog posts.

Here are some quick tips to extend your visibility:

• Repurpose your blog content into carousels or short videos.
• Post destination tips in Reddit travel threads.
• Get featured in local media or travel newsletters.

The more places your brand name appears, the more data AI models associate with your authority. Visibility is now an ecosystem, not a single channel.

7. Generative Engine Optimization (GEO) Is the Future

Here’s the newest frontier: Generative Engine Optimization. It’s like SEO, but instead of optimizing for Google’s ranking system, you optimize for AI agents that generate content and recommendations.

These engines include ChatGPT, Gemini, Perplexity, and even travel chatbots like TripPlanner.ai. The idea is to feed them content they can easily cite, summarize, and recommend.

How to do that:

• Create API-friendly content feeds or structured databases with your tours, destinations, or blog data.
• Keep your brand name consistent across platforms so AI connects your mentions.
• Publish long-form evergreen guides that AI tools can trust for facts and recommendations.

Think of GEO as your way of training the AI to know, trust, and recommend your brand on autopilot. It’s the next step beyond SEO.

Travel SEO Isn’t Dead, But AI Is Changing the Game

Travel SEO isn’t dead, but AI is changing the game fast. What used to be about ranking for keywords is now about training AI to recognize your brand as the authority. Visibility isn’t just clicks anymore. It’s about being recommended in AI answers, chat searches, and smart travel tools that millions of people now use to plan trips.

Most travel businesses are still chasing the old SEO playbook. They’re writing blog posts for Google, not realizing that AI is already rewriting those posts and serving them to travellers. If your brand isn’t being seen by the machines that curate the new travel web, you’re missing the next wave of discovery.

That’s where AISEO comes in. It’s not just SEO with fancy tools; it’s a new approach to making sure your lodge, retreat, or tour company shows up inside AI search results, travel assistants, and ChatGPT recommendations. Instead of paying for endless ads, you can build a sustainable flow of direct bookings straight from organic visibility.

Imagine someone asking ChatGPT, “Where’s the best ecolodge near Tayrona National Park?” and your business is the one it recommends. That’s the power of optimizing for how travellers actually search now by using natural conversations and intelligent assistants that remember trusted brands.

If you want a custom AISEO Game Plan that shows you how to attract more direct bookings through AI-driven search, I’ll help you map it out step by step. You’ll learn exactly how to position your brand, structure your content, and create the kind of authority that AI loves.

Click to schedule a call to book your free strategy session and get ahead of the curve before everyone else wakes up to this shift.