Why travel brands need to rethink visibility, authority and storytelling in the age of ChatGPT, Copilot and AI-powered search
By Company Director Fiona Anderson
For more than two decades, travel marketing has revolved around one primary objective: ranking highly on search engines. Brands invested heavily in websites, SEO, content marketing and paid advertising to ensure they appeared when travellers searched for hotels, destinations, tours and experiences. Today, however, a major shift is underway.
Increasingly, travellers are turning to AI-powered platforms such as ChatGPT, Copilot, Gemini and Perplexity to help them research, compare and plan trips. Rather than scrolling through pages of search results, users are asking AI to provide recommendations, create itineraries and shortlist options on their behalf. For travel brands, the implications are significant.
The question is no longer simply:
“Can potential customers find us on Google?”
It is increasingly:
“Will AI recommend us at all?”
The Changing Travel Customer Journey
Traditionally, a traveller planning a holiday might search:
- “Best boutique hotels in Mallorca”
- “Luxury family resorts in Greece”
- “Top things to do in Iceland”
They would then review websites, compare reviews and conduct their own research.
Today, many travellers are skipping parts of that process and asking AI-powered tools questions such as:
- “Plan a luxury five-day holiday in Mallorca.”
- “Recommend the best boutique hotels in Greece.”
- “Create a family-friendly Iceland itinerary.”
The AI then presents a shortlist of recommendations, often narrowing the customer’s choices before they have even visited a website.
For hotels, destinations, attractions and tour operators, this represents a fundamental change in how travellers discover brands.
Why AI Doesn’t Think Like a Search Engine
Traditional search engines primarily rank webpages. AI platforms do something different. They analyse information from multiple sources, looking for signals that indicate authority, trustworthiness and relevance.
These signals often include:
- Media coverage
- Industry recognition
- Expert commentary
- Reviews and ratings
- Website content
- Brand mentions
- Third-party endorsements
- Consistent information across the web
In many cases, AI is assessing an organisation’s overall credibility rather than simply ranking its homepage. This means brands with a strong reputation and media presence often have an advantage.
Why Travel PR Matters More Than Ever
As AI search becomes more influential, earned media is becoming increasingly valuable. When respected publications feature a hotel, destination or travel company, those articles become part of the wider information ecosystem that AI tools draw upon when generating recommendations.
A feature in a leading travel publication doesn’t just reach readers today. It can strengthen a brand’s visibility and authority for months or even years to come. Research examining AI-generated responses has found that earned media and trusted editorial sources play a substantial role in the information surfaced by AI platforms. For travel brands, this creates a powerful opportunity.
PR is no longer only about awareness and reputation. It is increasingly helping brands become more discoverable within AI-driven search experiences.
The Growing Importance of Brand Authority
Travel marketers often focus on creating more content. While content remains important, quality and authority now matter more than ever. Brands that are consistently featured in respected publications, contribute expert insights and maintain a strong digital footprint are more likely to be recognised as credible sources.
Questions travel brands should be asking include:
- Are we being quoted as experts?
- Are we featured in trusted media outlets?
- Is our brand information consistent online?
- Are we regularly creating valuable, authoritative content?
- Can AI easily understand who we are and what we offer?
The organisations that can confidently answer “yes” to these questions will be better positioned as AI adoption continues to grow.
What Travel Brands Should Be Doing Now
The rise of AI search does not mean traditional marketing has become irrelevant. However, it does mean businesses must adapt. Forward-thinking travel brands should focus on:
Creating expert-led content: Content should demonstrate expertise, answer customer questions and provide genuine value.
Investing in PR: Media coverage remains one of the strongest ways to build authority and third-party credibility.
Strengthening brand visibility: A consistent presence across websites, media channels, industry publications and social platforms helps establish trust.
Combining PR and digital marketing: The most effective strategies no longer treat PR, content, SEO and social media as separate disciplines.Instead, they work together to increase visibility across both traditional and AI-powered search environments.
The Opportunity for Travel Brands
While changes in technology can feel disruptive, they also create opportunities. Many travel businesses are still focused entirely on traditional marketing channels. Brands that invest now in building authority, strengthening media visibility and telling compelling stories will be better placed to benefit from the next generation of search.
The fundamentals have not changed. Travellers still want trustworthy recommendations. They still seek inspiration. They still rely on credible sources when making booking decisions. What has changed is how that information is being delivered.
How GEC PR Can Help
At GEC PR, we help travel brands, hotels, destinations, attractions and tourism organisations build the visibility, credibility and authority needed to stand out in an increasingly AI-driven world. Through strategic PR, media relations, thought leadership, content creation and influencer engagement, we help clients ensure their stories are seen by the audiences that matter most.
Whether you’re looking to increase awareness, strengthen your reputation, generate measurable results or understand how AI search is affecting your market, our team would be delighted to help.
Ready to Future-Proof Your Travel Marketing?
The way travellers discover brands is changing rapidly. Contact GEC PR today to explore how a strategic PR and communications programme can help your business build visibility, credibility and influence in the age of AI search. Let’s start a conversation about how your brand can thrive in the future of travel marketing.
Visit: www.gecpr.co.uk
Email: fiona@gecpr.co.uk
ENDS