How To Get AI To Recommend Your Travel Agency
What is GEO?
GEO is the practice of structuring your digital content, from your website to your Google Business Profile and beyond, to be accurately retrieved, summerised and cited by large language models (LLMs).
While traditional search engine optimisation (SEO) speaks to search engines such as Google and Bing through keywords and backlinks, GEO provides clear, authoritative and structured information that generative AI can confidently use in it’s answers.
The imperative of LLM ranking
The need to rank among LLMs is clear as more consumers turn to tools such as ChatGPT to plan and research upcoming trips.
According to the 2025 Deloitte Holiday Travel Survey to nearly 4,000 Americans, the adoption of generative AI to travel planning has tripled since 2023.
How to get noticed?
According to Jonti Bolles, founder of Texas-based WHO Digital Strategy, travel agencies should begin shifting their focus from only ranking for specific keywords to becoming seen as an authority in a travel-planning niche.
“Use descriptions of your expertise clearly in concise statements on your website, as well as in other places you can be found, such as in your social media captions, bios on social media channels, earned articles that you place on sites, Reddit conversations and wherever else you’re talked about and or have a voice.”
Expert tips on how to present content
State what readers will gain from the content right at the very beginning.
Do not simply copy existing information.
Always provide original knowledge and your unique perspective, even on widely covered destinations and tours.
First-person expertise matters: Something like “In our 20 years of planning family trips to Maui” signals authority to AI engines that you’re speaking from experience.
Shift your tone to conversational but authoritative (LLMs are trained on natural language, so writing like a helpful expert beats SEO keyword stuffing)
Offer transparent pricing, and even ranges help AI engines match intent.
