The way people search is changing. Google's SERP now features AI Overviews, AI Mode has been launched, and traditional blue links are moving down. At the same time, more and more people are asking their questions to LLMs like ChatGPT, Perplexity, and Gemini, which synthesize an answer. And that has consequences for your online visibility.
Nearly 60% of Google searches now end without a click, and 30% of travelers have already used AI to plan a trip ( Adobe, 2025 ). GEO is a discipline to focus on now, not as a replacement for SEO, but as a powerful complement.
6 tips for GEO marketing in travel & leisure
1. Structure your content so that AI understands it
LLMs semantically analyze content and look for blocks that can be used in an answer. What works? Clear structure, short paragraphs of 3 to 4 lines, conversational FAQ sections, comparison tables, and numerical data. Specifically:
- Write naturally and the way people search.
- Use a logical header structure (H1 > H2 > H3)
- Write short titles, use bullet points and tables.
- Add descriptive ALT text to images
- Add an 'to remember' AI summary to the beginning of articles.
- Process structured data (HowTo, Article, FAQPage, Product)
Test your visibility by typing your most important search queries into ChatGPT or Perplexity. Does your brand not appear? Then that is exactly where GEO marketing for travel & leisure makes the difference.
2. Build your authority and external reputation
LLMs select sources that are viewed as references. Authority is built in various ways, including: expert content, editorial branding via specialized press and blogs, and customer reviews. Reputation is a direct indicator of trust for AI platforms.
Encourage satisfied customers to leave reviews on Google, TripAdvisor, and Booking, and respond to every review in a natural tone. Publish articles with the author's name, date your updates, cite official sources, and create your own data, such as case studies, barometers, or internal surveys. Actively offer these to the media as well.
3. Allow AI crawlers and optimize your structured data
AI cannot quote you if it cannot read you. Check that your robots.txt does not block the crawlers of GPTBot (OpenAI), ClaudeBot (Anthropic), and CCBot (Common Crawl). Some plugins do this by default. Another option is to add an llm.txt to your website; however, the results of this have not yet been proven. Naturally, you must also ensure you have an SEO-technically strong and fast website.
Additionally, implement the correct schema.org markup: Hotel, TouristAttraction, FAQPage, LocalBusiness. These tags help AI understand your offerings and use them for localized search queries. Also, keep your Google Business Profile up to date, as this is the first source Gemini consults for local searches. And ensure consistent NAP (Name, Address, Phone Number) data across all platforms: inconsistency makes it difficult for AI to recognize you as a trustworthy entity.
4. Start with new KPIs and actively measuring GEO effects
The impact of AI Overviews is measurable: their presence reduces the number of organic clicks by 34,5% on the relevant search queries ( Ahrefs, 2025 ). At the same time, the number of impressions in the travel industry increased significantly. Furthermore, websites cited in AI Overviews saw their average CTR rise from 0,74% to 1,02% (Seer Interactive).
This calls for new KPIs alongside classic metrics. Report not only on clicks and conversions, but also on AI citations, brand sentiment, share of voice in LLMs, and AI referral traffic via GA4. Implement a fixed monitoring routine: regularly query ChatGPT, Perplexity, and Gemini for your most relevant search queries and analyze whether your brand appears, with what tone, and who is being cited on your behalf.
5. Distinguish between informational and commercial search queries
Not every search query requires the same strategy. Informational searches, often longer than 5 words and with a search volume of under 2.500 per month, are the queries for which AI Overviews appear most frequently. Here, the focus is on branding and building authority, not on direct clicks.
Commercial and transactional search queries, on the other hand, are more click-resistant. Think of 'book a boat trip on the Seine' or 'reserve a campsite in Normandy'. Align your objectives and KPIs with this distinction, because a drop in organic traffic on informational pages is a different story than a drop on your booking pages.
6. Invest in content with real added value
AI answers are generated quickly, but they only cite content that goes beyond what can be easily summarized. Generic blog posts that merely repeat what is already known are disappearing from the LLM's radar. Documented real-world experiences with proprietary data, quantitative content such as internal tests or industry barometers, and content clarified by a human with real expertise; that is what LLMs are picking up. Use the EEAT principles as a guideline: Experience, Expertise, Authoritativeness, Trustworthiness. Sign your articles, date updates, and build a recognizable tone of voice that is consistent across multiple sources.
With thanks to (author of this article): Joyce Dijkstra, SEO and content marketer at Red Online Marketing