Artificial Intelligence Guides.

Imagine someone opens ChatGPT and asks, "Plan a 10-day honeymoon in Greece for $5,000." The AI instantly generates a detailed itinerary, suggests hotels, and lists tour operators.

A family is planning their next getaway, and someone asks Siri, "What's the best family resort in Thailand?" Or a couple is cooking dinner while Alexa reads out answers to "How much does a week in Portugal cost?"

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?

We’re sure you’re tired of hearing it, but here it is again: the digital marketing landscape is changing at breakneck speed. 2026 promises to be exciting, innovative, and pivotal for brands looking to find and secure clients.

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.