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.
This shift from traditional search engine optimisation (SEO) to answer engine optimisation (AEO) means you need an updated strategy to stay visible.
If you're in the travel business, being the answer to someone's question is more valuable than being result number three on a search page. But how do you optimise for AI assistants, voice searches, and answer boxes?
The good news is you don’t need 50 different apps. You just need a solid "stack" that covers research, content structure, entity clarity, authority signals, and visibility monitoring.
Search and intent research tools
AEO starts with understanding how travellers actually ask questions. While traditional keyword research still matters, it only tells part of the story. For AEO, travel brands need insight into natural language queries, follow-up questions, and the scenarios people describe when talking to AI tools.
Key tools in this layer include:
- Google Search Console
- Ahrefs or Semrush
- AlsoAsked
- AnswerThePublic
These platforms reveal how a single destination or experience branches into dozens of related questions, from safety and seasonality to budgets and logistics.
For travel brands, this insight should then be used to shape content that mirrors real conversations. Instead of optimising around isolated keywords, you will begin building content that answers questions like “Is the Red Sea good for couples in summer?” or “How many nights do I need for a desert and beach trip in North Africa?” This alignment with natural language is what makes content usable for AI-generated answers.
Content structuring and optimisation tools
AI systems favour content that is clear, well-organised, and easy to extract information from. Even strong insights can be overlooked if they are buried in dense paragraphs or poorly structured pages.
Common tools include:
- Content management systems like WordPress or Webflow
- On-page SEO tools such as Surfer SEO or Clearscope
- Schema markup tools or plugins
These options help ensure pages use logical headings, concise sections, internal links, and clear summaries. Schema markup tools add another layer, giving AI systems machine-readable context about FAQs, destinations, organisations, and services.
For AEO, structure is about two things: ticking SEO boxes and making your content easy for AI models to interpret, rephrase, and reference with confidence. Travel guides, itineraries, and FAQs that are cleanly structured are far more likely to appear in generated answers than content that looks impressive but lacks clarity.
Entity and brand consistency tools
One of the most overlooked aspects of AEO is entity clarity. AI systems need to clearly understand who you are, what you offer, and how your brand connects to specific destinations and experiences. That means your brand information must be consistent across the web.
Useful tools include:
- Google Business Profile
- Local SEO tools such as BrightLocal or Moz Local
- Brand monitoring platforms
- CRM systems that centralise brand data
They ensure your brand name, location details, service descriptions, and messaging are aligned across your website and third-party platforms.
For travel brands, this consistency helps AI models confidently associate your business with specific locations or travel styles. When entity signals are clear, AI-generated answers are more likely to include your brand accurately rather than defaulting to larger or more generic competitors.
Authority, credibility, and E-E-A-T signals
AEO relies heavily on trust. AI systems prioritise content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T), especially in travel, where decisions involve cost, safety, and logistics.
Key tools and platforms include:
- Review platforms such as Google Reviews, Trustpilot, Tripadvisor
- Digital PR and backlink tracking tools
- Analytics platforms to track engagement quality
- Content collaboration tools for expert input
Publishing content written or reviewed by staff with local knowledge, showcasing real traveller feedback, and earning mentions from reputable publications strengthens these signals.
While there’s no single tool that “optimises E-E-A-T,” the collective impact of these platforms helps position your brand as a reliable source. For AEO, this credibility is what allows AI systems to move from understanding your content to actually citing it.
AI visibility monitoring and testing tools
Unlike traditional SEO, AEO performance isn’t always visible through rankings or traffic alone. Monitoring how your brand appears inside AI-generated answers is now a critical part of the workflow.
This may include:
- Manual testing in tools like ChatGPT, Perplexity, and Gemini
- Prompt tracking spreadsheets
Regularly checking prompts related to your destinations and experiences shows whether your brand is being referenced, how it’s described, and what information AI systems are pulling.
Prompt-tracking processes help identify gaps, inaccuracies, or missed opportunities. Over time, this insight guides content updates and authority-building efforts, ensuring your brand remains visible and accurately represented in generative outputs.
Analytics and measuring performance
AEO still needs to prove value. While AI visibility doesn’t always lead to immediate clicks, it does influence brand consideration and downstream conversions.
Analytics tools to support this include:
- Google Analytics 4
- Google Search Console
- CRM and booking data platforms
While AI-generated answers may reduce some traditional clicks, brands often see increases in branded searches, higher-quality traffic, and stronger conversion rates from better-informed travellers. Tracking these signals helps demonstrate how AEO supports the full customer journey rather than replacing traditional acquisition channels.
Making AEO achievable for your travel brand
While the AEO tool stack may seem complex at first glance, you don’t need a huge budget or a team of specialists to get started. Even small or medium travel brands can make a meaningful impact by focusing on the essentials: understanding traveller questions, structuring content clearly, and building consistent, authoritative signals for AI to recognise.
Some brands choose to tackle this in-house with a compact, more focused strategy – a handful of tools, smart content planning, and regular monitoring can go a long way.
Others find it more efficient to partner with an agency like Boost Brands, which can integrate AEO into your broader SEO and marketing efforts, saving time while maximising visibility across AI platforms.
The key takeaway? Being visible in AI-powered search is essential in 2026, and travel brands of any size can get there. By using the right strategy, tools, and guidance, your brand can feature in AI-generated answers, voice search responses, and virtual itineraries without needing a complete marketing overhaul.
Want your travel brand to appear in AI answers and voice searches? Boost Brands can help you implement smart AEO strategies and get noticed where travellers are asking questions. Contact us today to start being seen.
