How artificial intelligence is redefining the relevance of hotels, destinations, and tourism brands

For over two decades, SEO was the primary tool for brands to be found in the digital environment. However, the traditional model based on results and clicks is being replaced by artificial intelligence engines that no longer list links, but rather generate answers. Platforms like ChatGPT, Gemini, and Perplexity synthesize information and prioritize reliable sources, giving rise to a new approach known as GEO (Generative Engine Optimization).

This shift has a direct impact on the tourism industry. According to recent studies, traffic from AI-generated search engines will grow steadily in the coming years, and users who access information through AI-generated responses show a greater intent to purchase. In this scenario, the competition is no longer just about appearing first, but about being considered a reliable source.

Optimization is shifting its focus from keywords to content comprehension. Artificial intelligence analyzes a brand's coherence, structure, and narrative consistency across all its digital channels. “Today, artificial intelligence isn't looking for words, it's looking for consistency. Brands that maintain a clear narrative across their website, content, and digital reputation are the ones that become trusted sources,” explains Steffy Hochstein, Social Media & Performance Director at another.

Content designed to answer questions clearly and conversationally is becoming the new standard. Question-like headings, short paragraphs, structured information, FAQ sections, and verifiable data make it easier for generative search engines to identify and synthesize information. Recent reports show that frequently updated texts organized with hierarchical headings significantly improve their visibility in AI engines.

In this context, authority once again takes on a profoundly human component. The EEAT model (experience, expertise, authority, and trustworthiness) is solidifying as the benchmark for the content that artificial intelligence chooses to cite. Brands that demonstrate real expertise, sign their content, and make their sources transparent strengthen their digital credibility.

“Digital authority is no longer earned through volume, but through truth. AIs trust brands that document their work, demonstrate expertise, and communicate with purpose,” Hochstein adds. For tourism, a sector where trust and reputation directly influence choices, this factor is crucial.

Preparing for this new scenario involves thinking of content as a strategic tool. Creating original information with visible authorship, publishing expert analysis and opinions, maintaining omnichannel consistency, building reputation through mentions and reviews, and constantly updating are key actions to sustain relevance.

Beyond technical optimization, digital visibility is built over the long term. In an environment where machines interpret tone, clarity, and purpose, authenticity and consistency are positioned as the main assets for tourism brands to remain trustworthy and competitive.

Source: another