Creating human-expert content that AI systems trust

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. 

Travel brands are caught in the middle, trying to produce enough content to stay visible while maintaining the authenticity and expertise that both humans and algorithms demand.

The real challenge is creating content that shows genuine human expertise, earns trust from AI recommendation systems, and actually helps real travellers make decisions. This is Answer Engine Optimisation (AEO) – structuring and creating content so AI tools recognise it as credible, useful, and worth recommending.

It's a balance that needs you to reassess your strategy, not just the tech you use.

The signs of human-expert content

AI systems look for specific signals that indicate genuine human expertise. Understanding these markers will help you create content that both travellers and algorithms trust.

1. Specificity and detail 

These are the first signals. Real experts provide exact numbers, specific examples, and concrete recommendations. Instead of "many accommodation options”, say "15 beachfront resorts ranging from $120-$450 per night, plus 8 boutique hotels in the town centre under $100”. Instead of "popular activities”, list "kayaking in Ao Thalane's limestone caves, rock climbing at Railay Beach, and island-hopping to Hong Islands”.

2. Personal experience and first-person perspective 

AI-generated content rarely uses "I" or "we" effectively. When you write "After visiting Iceland in both January and July, I found the winter Northern Lights worth the shorter days" or "Our team has tested 30 different surf spots along Portugal's coast”, you're signalling direct experience.

3. Nuance and trade-offs 

This separates experts from generic content. Real experts don't pretend everything is perfect. They explain downsides, alternatives, and context. "While Santorini is stunning, the crowds from April to October can diminish the experience. If you want similar architecture without the masses, consider Milos or Naxos instead, though you'll sacrifice some of those iconic sunset views."

4. Current and time-stamped information

This shows your content isn't outdated. Include dates, recent developments, and timely details. "As of early 2026, Thailand no longer requires visa applications for most Western tourists" or "Since the new metro line opened in December 2025, getting from the airport to downtown takes 25 minutes instead of an hour."

5. Unexpected insights and insider knowledge

This proves you're not just summarising other sources. "Most guidebooks recommend visiting Angkor Wat at sunrise, but we've found 3pm offers equally magical lighting with a fraction of the crowds, as most tour groups finish lunch and leave by 2pm."

Creating a content plan that builds trust

Creating trusted expert content doesn’t mean you won’t use AI yourself. But you need to learn when and how to use AI tools.

Start with real expertise. Before creating any content, gather actual insights. Interview your team members who've lived in or repeatedly visited destinations. Compile customer feedback and questions. Document your own experiences. This foundation of real knowledge is what AI tools can't replicate.

Then you can use AI as a research assistant, not a writer. AI tools are excellent for organising information, suggesting structure, and identifying gaps in your coverage. Ask AI to analyse what questions people are asking about a destination, what topics competitors cover, and what information might be missing. Then write the actual content yourself based on your real expertise.

Add layers of authenticity. Once you have a draft, you can improve it with specific examples, personal anecdotes, exact numbers, photos you've taken, and candid observations. These additions turn generic content into trusted expert content.

Include attribution and sources when relevant. If you're citing statistics, link to the source. If you're mentioning another expert's insight, credit them. This builds credibility and shows AI systems your content is well-researched.

Once you’ve drafted your content, AI can also help edit for clarity, grammar, and style, so your writing reads smoothly without replacing the human expertise you worked hard ot create.

Avoid the AI content trap

The biggest mistake you can make is using AI to produce volume without substance. Pumping out dozens of generic destination pages might fill your blog, but it won't build the kind of trust that makes AI systems recommend you.

Instead, focus on depth. Ten exceptional pieces of expert content will serve you better than a hundred mediocre AI-generated articles. Quality content signals expertise. Volume without substance signals the opposite.

The technical side of trust

Some technical elements help AI systems verify your expertise and trustworthiness.

Implement author schema markup that identifies who wrote each piece of content, their credentials, and their expertise areas. This structured data helps AI understand the human expertise behind your content.

Use EEAT signals throughout your site. EEAT stands for Experience, Expertise, Authority, and Trustworthiness. Originally, this was the framework Google used to evaluate content quality. Today, it is also a key factor in how AI tools will assess your content.

Include author bios, credentials, citations, clear contact information, transparent business practices, and regular content updates.

Build legitimate backlinks from respected travel publications, tourism boards, and industry organisations. When authoritative sources link to your content, AI systems gain confidence in your expertise.

Balance human storytelling with AI needs

Ultimately, you need to create content that AI systems trust without sacrificing your brand’s voice. The real skill lies in writing for AI while staying distinctly human. Your expertise, insights, and storytelling are what make your travel brand memorable. AI can help surface that content, but it can’t replace it.

Focus on narrative that engages readers: guide travellers through destinations with sensory detail, anecdotes, and actionable tips. Include practical advice that visitors can use immediately. Use clear, concise calls to action help travellers move from inspiration to booking, while maintaining trust and authority.

In short, your content should answer AI prompts clearly, demonstrate expertise, and still feel human. When you strike that balance, your brand becomes both a top recommendation in AI-generated outputs and a destination travellers actually want to engage with.

Boost Brands can help you create expert-led content designed for AEO, blending real human insight with smart AI use and technical best practice. If you want to show up in AI recommendations without losing your voice, let’s build a strategy that makes your expertise stand out.