How Generative Engine Optimization Is Becoming the Next Big Thing in Travel & Tourism
- Saba Aftab
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Imagine this scenario: A business traveler in South Korea messages an AI assistant:
Plan a 4-day getaway in Lisbon for two—mid-May, budget-friendly boutique hotel, local seafood dinners, and a surprise cultural experience.
In a matter of seconds, the AI responds with:
- Three flight options, complete with fare warnings
- Five carefully curated boutique hotels—including nightly rates, ratings, and nearby seafood spots
- A day-by-day itinerary: tram routes, time slots, and cultural tips
- Suggestions for a surprise activity—like an intimate Fado concert or tile-painting class
- Booking and payment links—all initiated through chat
This isn’t fantasy. It’s the new norm emerging in travel—as conversational shopping and booking quickly migrate from retail into holiday planning. Travel businesses ignoring this wave risk being wiped off the AI radar.
1. eCommerce: The Flashpoint That Foreshadowed It All
Google’s new AI Shopping Mode is available in the U.S. and U.K., powered by Gemini and enriched by the Google Shopping Graph’s 50 billion listings. Users can describe needs naturally:
I want a waterproof duffel under $120 with separate laptop pocket.
In response, Gemini:
- Surfaced four matching options
- Showed live pricing and seller info
- Generated virtual try-on options (via photo)
- Enabled instant checkout through Google Pay
Meanwhile, ChatGPT’s e-commerce plugins can fetch product specs, compare reviews, and lay out purchase links—all during a fluid chat. It’s not just content—it’s commerce disguised as conversation.
📌 Lesson for travel: That frictionless, chat-driven path is entering your domain—and fast.
Travel’s AI Reinvention in Action
Booking.com’s Smart Move
Booking.com rolled out three headline features in late 2024—Smart Filter, Property Q&A, and Review Summaries—in markets including the U.S., U.K., Australia, New Zealand, Singapore, and soon Europe.
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- Smart Filter lets travelers type phrases like “roof-top bar, gym, canal view” and immediately surfaces exact matches.
- Property Q&A answers targeted questions like “EV charger onsite?” or “Are pets allowed?” by scanning listing data, photos, and reviews.
- Review Summaries distill key themes—like “Wi-Fi reliability” or “soundproof rooms”—saving users from review fatigue.
By creating conversational, structured content, Booking.com is priming itself for GEO—ensuring generative engines understand and surface their listings when travelers ask in natural language.
Expedia’s Romie: The AI Itinerary Concierge
Released in May 2024 via Expedia’s EG Labs, Romie is positioned as “a booking agent, concierge, and travel buddy, all in one”.
Romie can:
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- Monitor group chat threads (like in WhatsApp or SMS) to identify intentions
- Pull data (flights, hotels) from email to draft itineraries
- Update plans in real time when flights shift or weather affects schedules
- Respond to @Romie tags with suggestions or booking summaries
Why it matters: For the first time, travel services are merging booking, chatting, and reactions—resembling the fluidity of AI shopping but for trips.
Google Gemini’s Trip Planner
Gemini now powers a travel assistant that taps into Gmail to build itineraries, adds Maps integration, and supports context-aware Q&A and review summaries.
Later this year, Google will introduce itinerary building (“I want to visit coffee shops after arriving”) within Search results—with Flights and Hotels components visible on the page.
Europe’s HotelPlan Suisse Pilot
HotelPlan Suisse launched a Gemini-powered assistant late 2024—handling routine questions and letting human advisors handle complex needs. Marriott executives predict this “tandem model” that blends chatbots with agents will be the norm soon.
zIA: The Italian “Local Auntie” Chatbot
Backed by Molise-region Italy, the zIA chatbot uses generative AI to replicate the warmth of a local auntie—offering texts, voice, and regional tips to tourists in multiple languages. It’s part of the DMO ecosystem—everwhere, from Rome to Molise.
But It’s Not All Smooth Sailing—AI Has Its Limits
Real-World Test: Google Flights vs. AI vs. Human Agent
A recent investigation by MarketWatch compared AI planners (ChatGPT, Gemini) with Google Flights and a traditional travel agent for a NYC–CLT return flight.
- Google Flights surfaced the best fare—$178 with Delta
- AI tools suggested pricier options ($250+) and even worse routings
- The travel agent not only matched Google’s prices but threw in free upgrades and personalized touchpoints
Even with AI assistance, human oversight remains critical—especially where real-time fare data matters.
Booking.com CEO Glenn Fogel on AI’s Limits
Fogel noted that generative AI will handle simple, repeatable tasks, but complex cases still need people. However, hybrid roles are emerging: where agents use AI behind-the-scenes to offer faster answers and more personalization.
What Is Generative Engine Optimization (GEO)?
GEO is about structuring your content and data so it surfaces in AI-generated answers—delivering answers, booking prompts, and product listings in conversation. Here’s how:
A. Conversational Q&A Pages
Rewrite your FAQs to match spoken queries:
- Instead of soaking text, use headers like “Is there an EV charger on-site?”
- Write answers conversationally, as if speaking to a traveler, maintaining clarity and brevity
B. Schema That AI Can Read
Use JSON‑LD to wrap essential details:{
“@context”: “https://schema.org”,
“@type”: “Hotel”,
“name”: “Lisbon Boutique Stay”,
“address”: { “addressLocality”: “Lisbon”, “addressCountry”: “Portugal” },
“amenityFeature”: [
{ “@type”: “LocationFeatureSpecification”, “name”: “EV charging”, “value”: true },
{ “@type”: “LocationFeatureSpecification”, “name”: “Free breakfast”, “value”: true }
],
“priceRange”: “$$$”,
“aggregateRating”: { “@type”: “AggregateRating”, “ratingValue”: 4.5 }
}
This signals AI to respond to direct user questions—plus store attributes in shopping or booking context.
C. Dynamic Product and Service Feeds
If your inventory or availability changes daily:
- Integrate with Booking.com, Expedia, or Google Hotels
- Or expose your feed via API/JSON so generative engines can fetch live pricing
That means, when someone asks, “Show me a 3-night stay next month under $150/night near the Louvre with breakfast”—your inventory appears inside the AI recommendation.
D. Bot-Friendly Site Access
Add llms.txt (similar to robots.txt) to allow bots from ChatGPT, Gemini access to your listing and FAQ pages.
Step-by-Step: Turning Your Travel Brand into a GEO Star
Step 1: Audit & Reframe Content
- Identify your main traveler questions (e.g., “Is breakfast included?”)
- Rewrite your pages into question-and-answer snippets around 40–80 words each
- Keep tone human and helpful—even humorous—so AI picks it up naturally
Step 2: Add Geo‑Ready Schema
- Map your FAQ answers to schema annotations (as above)
- Add offers, event, location, and touristAttraction markup
- Clean up old data—remove broken links, incorrect prices
Step 3: Launch an AI Pilot
- Try a Gemini + RAG proof-of-concept
- Embed the AI chat box on your site or Instagram
- Let visitors ask “Where should I stay for a wine retreat in Sonoma?”
- Track whether your properties or tours appear in its response
Step 4: Monitor & Iterate
- Query your content via ChatGPT, Gemini and look for:
- Is your answer the top result?
- Does it show booking link or feed frag?
- Use analytics: measure impressions, clicks, and bookings from AI-driven interactions
Step 5: Train Your Team
- Encourage agents to use AI to draft replies or craft itineraries—then personalize
- Host internal AI workshops for weekly Q&A and prompt tuning
- Combine agent empathy with AI speed
Roadblocks—And How to Sidestep Them
1. Data Decay
Old info = broken trust. Use daily or hourly feeds so AI doesn’t recommend last month’s hotel prices.
Suggested fix: Set automated syncs between your CMS and bot platform.
2. Privacy Concerns
If collecting user travel data via AI, ensure traveler consent and adherence to GDPR/CCPA.
Pro tip: Use opt-in forms and clear data handling notices before collecting any AI-pulled personal info.
3. Over-Automation Fatigue
Some travelers want the human feel—AI can draft, but agents should deliver final touches (per MarketWatch advisor Katie Lynn Reynolds, Airbnb host successes).
4. Complex Journeys
Current AI can’t handle chained bookings like multi-city trips + add-on experiences + rail passes. Use a hybrid model: AI designs base plan, agents refine.
How Fast Are Competitors Adopting GEO?
Brand | GEO Elements Adopted | Public Results |
Booking.com | Q&A, Smart Filter, review summaries, AI Trip Planner, schema build-outs | Increased bookings in pilot markets. |
Expedia (Romie) | Bot in group chats, email PDF parsing, itinerary creation, live assistance | Alexa in alpha stage; user demand noted |
Google Maps/Gemini | Itinerary builder, review summaries, real-time Q&A | Rolling out in U.S. |
HotelPlan Suisse | Gemini chatbot with human fallback | Internal pilots, GM statements |
zIA (Italy DMO) | Persona-based assistant with multi-language support | Academic pilot, funded project |
These examples show clear momentum—travel is transitioning. Incremental investments now will pay large dividends in AI relevance and traveler visibility.
Why GEO Is Mission-Critical for Travel Brands
- Top-of-AI-funnel visibility: If travelers ask “gemstone safari under $2000 Zambia” your brand needs to appear
- Higher conversion potential: AI can instantly convert queries into bookings with pre-populated forms
- Competitive moat: Being AI-enabled ahead of peers positions your brand for loyalty, reviews and broader coverage
Operational efficiency: AI + agent model frees staff to focus on empathy vs manual responses
Looking Toward 2026—What Competitors Must Prepare For
- Voice-first travel search via smart speakers or car displays
- Hotel personalization on steroids: AI boosting stay upgrades using loyalty data
- Domain-specific “AI trip agents” that contact you via WhatsApp, email, SMS
- Image-to-itinerary: Send a picture of ingredients, and AI recommends local restaurants or cooking classes
Brands that have GEO-enabled content, structured data, AI pilots, and hybrid human–bot teams will own the emerging AI traveler market.
Final Takeaway
Generative Engine Optimization is no longer optional—it’s essential. eCommerce has proved the power of conversational commerce. Travel is entering that world right now.
You don’t have to be a tech giant to lead. With smart content, live data, careful structuring—and AI-augmented agents—you can position your brand to be the trusted answer when a modern traveler asks:
Where should I stay for that surprise bachelorette weekend in Bali?
When you’re ready to draft your first GEO page or train your agents to AI-accelerated service, Xpezia can help—from schema setup to chatbot deployment. Let’s set the future in motion—one AI conversation at a time.