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?"
Voice search and AI assistants have fundamentally changed how people discover travel options. That means you need to change, too.
Why voice search matters for travel brands
Travel planning is perfect for voice search. People research trips while multitasking, driving, cooking, or relaxing. They ask questions out loud because typing on a phone is inconvenient. They want quick, direct answers to help them narrow down overwhelming options. This is conversational discovery.
When someone types "Best Tokyo hotels," they are looking for a list. When they ask a voice assistant, "Where should I stay in Tokyo if I want to be near the fish market but away from the crowds?", they are looking for a recommendation.
But here's the challenge: voice assistants usually give one answer, maybe two. If you're not that answer, you don't exist. There's no second page of results. No scrolling through options. Just one brand getting all the attention.
How people search with their voice
Voice searches sound completely different from typed searches. Understanding this difference is the first step to optimisation.
When someone types, they use shorthand: "cheap hotels Barcelona." When they speak, they use natural language: "What are some affordable hotels in Barcelona with good reviews?" Voice searches are longer, more specific, and phrased as questions.
People also use voice search at different stages of planning. Early on, they’ll probably ask broad questions: "Where should I go for a beach vacation in Europe?" Later, they will get specific: "What's the check-in time at the Bifana Resort in Lisbon?" Your content needs to answer questions at every stage of the journey.
Location matters too. Voice searches often include "near me" or assume the person's current location. If someone's already in Rome and asks "What should I do this afternoon?" the AI needs to understand your content relates to Rome and can be done right now.
Optimising your content for natural language
The first step is writing like people talk. That might sound simple, but it often requires rethinking how you create content.
Start by collecting real questions. Listen to what customers ask via email, phone, chat, and social media. These authentic questions should directly shape your content. If ten people ask "Is Costa Rica safe for solo female travellers?" that exact question should be a heading on your Costa Rica page.
Answer questions quickly and clearly. Voice assistants will favour content that answers the question right away, usually in the first paragraph. That means you need to structure your content so the answer comes immediately, then elaborate afterwards.
Use conversational language throughout your site. Instead of "Optimal travel period," say "Best time to visit." Instead of "Accommodation options," say "Where to stay." Write like you're talking to a friend who's planning a trip.
Creating FAQ sections for AI
FAQ pages can be a secret weapon for voice search. If they're naturally structured as questions and answers, they’re exactly what AI assistants look for.
Build comprehensive FAQ sections for every destination, property, and service you offer. Include questions about costs, timing, weather, requirements, what's included, what to bring, and how to book. Don't worry about being too basic. Someone is asking every question you can think of.
Format matters. Each question should be a heading, with the answer immediately below. Keep answers shorter for the best chance of being selected by voice assistants. If you’re unsure how long your FAQs should be, try reading them aloud. If it feels comfortable, you’re good. If you’re talking for too long, AI will probably agree.
Finally, update your FAQs regularly based on new questions you receive. This keeps your content fresh and ensures you're addressing what people actually want to know right now.
Teaching AI about your business with schema markup
AI assistants rely on structured cues to understand your content. Schema markup is code that labels information on your website so machines know what each piece of content represents. It’s already a key part of any SEO strategy, but it’s especially important for voice search and AI discovery.
For travel brands, certain schema types are particularly valuable:
- Local business schema: Shows your location, opening hours, and contact information.
- FAQ schema: Marks questions and answers, making them easy for AI to parse and cite.
- Review schema: Highlights your ratings, testimonials, and customer feedback.
- Event schema: Details tours, experiences, and activities with dates, times, and pricing.
If you want to test your existing schema markup, try Google's Rich Results Test to ensure it's working correctly. Proper schema markup dramatically increases your chances of appearing in voice search results.
Local SEO and voice search
Many travel-related voice searches are local: "Find a tour operator near me," "Hotels in walking distance to the Eiffel Tower," "Where can I rent a car right now?"
For travel businesses with physical locations like hotels, tour meeting points, or rental offices, your Google Business Profile (GBP) is your most important conversational asset.
- Attributes: Ensure your profile is filled with specifics. "Wheelchair accessible," "Free Wi-Fi," "Pet friendly." AI assistants use these filters to narrow down the "one" answer.
- Reviews: AI models analyse the sentiment of your reviews. If dozens of people mention your "knowledgeable guides," the assistant will use that adjective when describing you to a user.
Building authority for AI recommendations
AI assistants don't just pull information from your website. They aggregate data from across the internet. They will also rarely recommend a brand that has inconsistent information.
Get mentioned by authoritative travel sites, blogs, and news outlets. When reputable sources discuss your brand, AI systems gain confidence in recommending you. Focus on building genuine relationships with travel writers and content creators.
Keep your information updated everywhere. If your hours change or you add new services, update every platform where you appear. Outdated information confuses AI systems and reduces your chances of being recommended.
Measuring voice search success
Tracking voice search specifically is tricky because analytics tools don't always differentiate voice from typed searches. But you can spot clues.
Watch for increases in long-tail, question-based keywords in Google Search Console. These often indicate voice searches. Look for natural language phrases that include question words.
Monitor zero-click searches where people see your content but don't click through. This might mean your answer was read aloud by a voice assistant. High impressions with lower clicks isn't always bad in the voice search world.
Track brand searches and direct traffic. If voice assistants mention your brand, people often come to your site directly later. An increase in direct traffic and branded searches can signal voice search success.
Making it achievable for any travel brand
Voice search and AI discovery can feel daunting, but you don’t need a large team or unlimited budget. You can start small by:
- Answering top traveller questions in natural language
- Structuring content with clear headings, bullet points, and FAQs
- Highlighting real experiences and building trust signals
If you prefer, an agency like Boost Brands can integrate these steps into your existing SEO, AEO and marketing strategy, helping your brand appear in AI recommendations, voice assistants, and conversational searches without the guesswork.
