Artificial Intelligence Guides.

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.

In their Luxury Travel Trends to Watch in 2025 report, Virtuoso and Globetrender highlighted an interesting fact: 2025 is the first year in history in which up to seven different generations can travel together. This includes the babies of Generation Beta (2025 to 2039) and their Generation Alpha (2010 to 2025) siblings, born to Gen Z (1997-2012) and Millennial (1981-1996) parents, alongside older family members from the Gen X (1965-1980) and Baby Boomer (1946-1964) era, and even the The Silent Generation (1928-1945).

The luxury travel market is experiencing unprecedented growth and with it, travellers are changing their focus. The segment that used to be synonymous with five-star hotels, first-class flights and opulent suites is shifting to demand something different: privacy, connection, and bespoke experiences shared with their inner circle.

The travel industry, despite selling inherently human experiences, is becoming more and more influenced by the use of Artificial intelligence (AI). Whether it is businesses themselves using AI in their booking, marketing, and sales processes, or travellers using AI to help plan and manage their trips, the sector is definitely changing.

Like most of the world, the travel industry has been affected by the rapid growth of artificial intelligence (AI). It is changing the way people search for information, plan trips, and make bookings.

Artificial Intelligence, or AI, has become a significant part of most of the world’s industries, including travel. In this article, we’ll take a closer look at how AI has come to affect the travel industry, and which kinds of developments you can expect in the future.