Travellers are planning trips by asking ChatGPT, Claude, Gemini and Perplexity. We build your travel business into those answers, and track your visibility every month so you can see it working.
AI search visibility, or Generative Engine Optimisation (GEO), is the practice of structuring your website and online presence so AI tools like ChatGPT, Claude, Gemini and Perplexity can understand, trust and recommend your business inside the answers they generate.
Where traditional SEO aims for a position in a list of links, GEO aims for a mention inside the AI's answer itself, at the moment a traveller is choosing where to book.
For high-consideration trips, more travellers now open an AI assistant before they open Google. If your business isn’t in the answer, you’re not on the shortlist, and you never even knew the conversation happened.
Answer engines retrieve and synthesise specific passages of text, then cite the ones they lean on. The unit that gets recommended is a clear, self-contained answer, not a whole website.
Retrieval-augmented generation
Research indicates that content with clear statistics, sources and quotable, answer-shaped structure is measurably more likely to be cited by AI engines than vague marketing copy.
Princeton-led GEO study, KDD 2024
The overlap between the top Google links and the sources AI engines actually cite has fallen sharply. You can rank well and still be absent from the AI answer entirely.
Reported cross-engine analyses, 2025–26
The AI engines are proprietary and change constantly, and the industry is full of confident claims. We’d rather be honest about the evidence, because that’s how you make good decisions. Here’s how we separate it.
We build on what's established and strongly supported, treat the rest as experiments to measure, and report honestly on what moved. No magic algorithms, no guarantees we can't keep.
AI visibility isn’t one switch, it’s five layers working together. We build them into your website and your wider presence, then measure the result.
A clear, consistent picture of who you are, where you operate and what you offer, with structured data (Organization, tours, FAQs, reviews) so machines can understand your business unambiguously.
Destination, tour and experience pages that open with clear, self-contained answers to the real questions travellers ask, structured so an AI can lift and cite them without rewriting.
Specifics that engines favour, seasons, prices, inclusions, distances, over vague superlatives, so your content reads as a credible source rather than an advert.
Reviews, directory and association listings, and digital PR, the outside signals AI engines lean on to decide who to trust and recommend in your category.
Dated, maintained content and clean technical setup (including the indexes AI web search relies on) so engines can crawl, trust and re-surface your pages.
We track the real questions your travellers ask across every major engine and report where you appear, so this is accountable and visible, not a leap of faith.
There’s no single “AI algorithm.” The engines draw on different sources and reward different things, so we build for each rather than treating them as one. Behaviour shifts over time, so we keep testing.
Leans heavily on third-party consensus, directories, reviews and press, and its web search draws on Bing's index.
Favours clean, well-structured, factual and authoritative sources it can trust and summarise accurately.
Reported analyses show it disproportionately cites the brand's own domain, so your on-site content matters most.
Favours specialist sources, freshness and community platforms, and shows its citations openly on every answer.
Rewards front-loaded answers and E-E-A-T, but overlaps less with classic rankings than most businesses assume.
We build owned content strong enough for Gemini, structured enough for Claude and AI Overviews, and backed by the third-party signals ChatGPT and Perplexity reward.
Every month we run the real questions your travellers ask through the major engines and log where you appear, next to your competitors. You watch your presence in AI answers grow over time, in plain numbers.
Start with an audit to see where you stand, build the foundation once, then keep it growing. Prices are starting points, quoted in your currency after a short call.
Best first step for any travel business
Build AI visibility into your site, once
Keep compounding, month on month
AI search visibility, also called Generative Engine Optimisation (GEO), is the practice of structuring your website and online presence so AI tools like ChatGPT, Claude, Gemini and Perplexity can understand, trust and recommend your business inside the answers they generate. Unlike traditional SEO, which aims for a position in a list of links, GEO aims for a mention inside the AI's answer itself.
SEO optimises a page to rank in a search results list. GEO optimises content and brand presence so AI engines quote and recommend you inside a generated answer. They share foundations like quality content, structured data and authority, but GEO places far more weight on extractable, answer-shaped passages, factual sourcing and third-party consensus.
No one can honestly guarantee a specific AI recommendation, because the engines are proprietary and change often. What we can do is apply the practices that current evidence shows improve the likelihood of being cited, and track your visibility across engines every month so you can see real movement rather than take it on faith.
We run a set of the real questions your travellers ask through ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews every month, and log where you're mentioned or recommended, alongside your competitors. You get a monthly AI Visibility Report showing exactly how your presence in AI answers is changing over time.
It varies. Some structural changes can be reflected within weeks as engines re-crawl and re-index, while entity and authority signals compound over months. We set a baseline at the start so improvement is measured against real numbers, not a vague sense that things are better.
Often we can build AI visibility into your existing site as a GEO Foundation project. If the site is slow, poorly structured or hard to crawl, a redesign will get you further, and we'll tell you honestly which one makes sense after the audit.
Get a free AI visibility check. We'll ask the engines the questions your travellers ask, and show you exactly where you appear, where your competitors appear, and what it would take to get you into the answer.
