If you’ve noticed your website traffic shifting lately, you’re not alone. The way people search for holidays is changing dramatically. Instead of typing “Devon holiday cottages” into Google and scrolling through ten blue links, travellers are now asking ChatGPT, Claude, Perplexity, or Google’s AI Overviews questions like “Where should I stay in Devon with my dog and two teenagers?”
Welcome to the era of AI search and the rise of GEO (Generative Engine Optimisation).
What Is GEO and Why Should You Care?
GEO stands for Generative Engine Optimisation. It’s the practice of optimising your online presence so that AI systems (specifically Large Language Models or LLMs like ChatGPT, Claude, and others) can find, understand, and recommend your business when answering user queries.
The term was coined by researchers from Princeton, Georgia Tech, and other institutions who found that optimisation techniques could increase visibility in AI-generated responses by up to 40%.
Think of it as SEO (Search Engine Optimisation) for the AI age. Traditional SEO helped you rank on Google’s search results pages. GEO helps you get mentioned in AI-generated answers.
Here’s the thing: if someone asks an AI assistant “What’s a good dog-friendly hotel in the Lake District?” and your hotel doesn’t appear in that answer, you’ve just lost a potential booking. The AI isn’t going to show them page two or suggest they “keep looking.” It gives one answer, mentions a handful of businesses, and that’s it.
The Foundation: You Need Solid SEO First
Before we dive into GEO tactics, let’s be clear about something crucial: if your business isn’t already visible in traditional search engines, you’re almost certainly not going to show up in AI search results either.
Here’s why: AI systems learn about your business largely by crawling and analysing the same web content that Google does. If your holiday park doesn’t rank for relevant searches, has thin content, or lacks quality backlinks, AI assistants simply won’t have enough information to recommend you.
Think of traditional travel SEO as your foundation. GEO is what you build on top of it. You can’t skip the groundwork.
Moving Beyond Google Dependence
For years, “get found online” meant “rank on Google.” But the landscape is diversifying rapidly. Users are now discovering travel businesses through:
- AI chat interfaces (ChatGPT, Claude, Perplexity)
- AI-powered search features (Google’s AI Overviews, Bing Chat)
- Voice assistants asking AI systems for recommendations
- Social media platforms with integrated AI search
This shift is actually good news. It means you’re no longer entirely dependent on Google’s algorithm updates, which have caused sleepless nights for countless business owners. By optimising for AI discovery, you’re diversifying your visibility across multiple platforms.
However (and this is important) Google isn’t going away. The strategy isn’t to abandon traditional SEO in favour of GEO. It’s to do both, because they reinforce each other.
Five Essential Steps to Boost Your Visibility in AI Search
1. Create Comprehensive, Conversational Content That Answers Real Questions
AI assistants are designed to answer questions, so you need to anticipate what travellers are actually asking.
Instead of just listing your cottage’s features, create content that addresses genuine queries:
- “What can families do in Cornwall in winter?”
- “Are Cotswolds cottages suitable for elderly visitors?”
- “What facilities do I need for a holiday with a toddler?”
Write in natural, conversational language, the same way people talk to AI assistants. For example, if you run a hotel in York, don’t just write “Our hotel features complimentary breakfast.” Expand it: “We serve a full Yorkshire breakfast each morning between 7:30 and 9:30am, including vegetarian and gluten-free options. Many guests tell us it’s the perfect fuel before a day exploring York’s historic streets.”
Why this works: LLMs are trained on human language patterns. The more naturally you write, mirroring how people actually speak and search, the more likely AI systems are to understand your content’s relevance and include it in their responses.
2. Build Brand Authority Through Quality Links and Mentions
AI systems don’t just look at what you say about yourself. They pay close attention to what others say about you, particularly when those “others” are trusted, authoritative sources.
This is where brand building and digital PR become crucial for AI visibility. Think of it this way: if The Guardian, The Telegraph, or Condé Nast Traveller mentions your boutique hotel in an article about romantic getaways, that carries significant weight. AI systems recognise these publications as authoritative sources and are more likely to recommend businesses they’ve featured.
For travel businesses, building this kind of brand authority means:
Pursuing strategic PR coverage: Don’t just aim for any mention. Target editorial coverage in major national newspapers, travel magazines, and respected online publications. A feature in The Times travel section or Country Living holds far more value than a dozen low-quality directory listings. These placements signal to AI systems that your business is noteworthy and trusted by established media.
Creating newsworthy stories: Journalists need angles. Perhaps you’ve renovated a historic building, introduced innovative sustainability measures, won a prestigious award, or can comment on travel trends from your unique perspective. A holiday park that’s featured in a BBC article about accessible tourism or a cottage agency quoted in a Telegraph piece about staycation trends builds genuine authority.
Being consistent with your brand: Use the same business name, messaging, and positioning across all platforms. When major publications, tourism boards, and review sites all refer to you consistently, it reinforces your identity in the eyes of AI systems. If you’re “The Seaside Retreat” on your website but “Seaside Holiday Cottages Ltd” in press coverage, you’re diluting your brand authority.
Securing quality backlinks: Beyond editorial mentions, focus on links from respected sources like regional tourism boards, quality accommodation platforms, and industry associations. A link from VisitScotland or VisitEngland carries more weight than hundreds of links from low-quality directories.
A holiday cottage business that’s been featured in Sunday Times travel recommendations, mentioned in a Guardian article about dog-friendly breaks, and listed on official tourism websites has built genuine brand authority. When an AI is asked, “What are the best cottage companies in Cornwall?” it’s far more likely to recommend a business with this kind of credible backing.
Action point: Develop relationships with travel journalists and editors. Create a simple press kit with high-quality images and interesting story angles. Monitor journalist requests on platforms like ResponseSource or #journorequest on social media. One well-placed feature in a major publication can boost your AI visibility significantly.
3. Use Structured Data to Help AI Understand Your Business
Structured data (also called schema markup) is code added to your website that explicitly tells search engines and AI systems what your content means.
For accommodation providers, this might include:
- Your exact location and service area
- Types of accommodation (self-catering cottage, boutique hotel, touring caravan site)
- Amenities (pet-friendly, wheelchair accessible, EV charging)
- Pricing and availability
- Star ratings and review scores
Think of structured data as providing AI with a clear label on every element of your business. Instead of the AI having to guess whether “sleeps 6” means bedrooms or people, structured data spells it out explicitly.
Getting started: If you’re using WordPress, plugins like Yoast SEO or Schema Pro can help you add structured data without touching code. If you have a developer, ask them to implement schema.org markup for LocalBusiness and LodgingBusiness.
4. Maintain Consistent, Detailed Information Everywhere
AI systems cross-reference information from multiple sources. If your cottage agency shows different phone numbers, addresses, or descriptions across various platforms, it creates confusion and reduces your credibility.
Ensure consistency across:
- Your website
- Google Business Profile
- Facebook and Instagram
- Booking platforms (Airbnb, Booking.com, etc.)
- Tourism directories
- Review sites (TripAdvisor, Trustpilot)
Beyond basic details, provide rich, specific information. Don’t just say “near the beach” say “400 metres from Woolacombe Beach, approximately a 5-minute walk via the coastal path.” Don’t just list “parking” specify “free private parking for up to two vehicles per cottage.”
Why specificity matters: When someone asks an AI “Is there parking at hotels near Manchester Airport?” the AI needs concrete information to answer confidently. Vague claims don’t make the cut.
5. Encourage and Showcase Authentic Reviews
Reviews serve double duty: they provide fresh, user-generated content that AI systems value, and they validate your claims through third-party voices.
Actively encourage guests to leave reviews on:
- Google (still crucial for local SEO and AI visibility)
- TripAdvisor
- Industry-specific platforms
But here’s the key: respond to reviews thoughtfully. AI systems can recognise engaged businesses that care about guest feedback.
Then, showcase authentic reviews on your website. Create a dedicated testimonials page with detailed, specific reviews that mention particular experiences: “The kids loved the indoor pool at Sandybrook Holiday Park, especially on the rainy Wednesday when outdoor plans were cancelled.”
These specific, story-driven reviews give AI systems concrete information to work with when answering nuanced queries.
The Technical Bit: Making Your Website AI-Friendly
You don’t need to be a tech wizard, but there are a few technical foundations worth mentioning to your web developer:
- Site speed matters: AI systems favour content from fast-loading, well-maintained websites
- Mobile optimisation is essential: Most travellers research on mobile devices, and AI systems consider mobile usability
- Clear site architecture: Organised navigation and clear page hierarchies help AI understand your content structure
- Updated content: Regularly refresh your pages with current information, seasonal content, and new blog posts
Start Where You Are
If you’re reading this thinking “I’m already stretched thin running my business,” don’t panic. You don’t need to overhaul everything overnight.
Start with one area:
- If you’ve never blogged, write one helpful article answering a common guest question
- If your Google Business Profile is neglected, spend an hour updating it completely
- If you have no structured data, ask your web developer to add basic schema markup
- If you never ask for reviews, start sending a friendly email three days after checkout
The beauty of GEO is that many tactics overlap with good travel marketing practice anyway. You’re not creating artificial optimisation tricks; you’re genuinely making your business more discoverable and helpful to potential guests.
Further Reading
If you’d like to dive deeper into Generative Engine Optimisation:
- GEO: Generative Engine Optimization – The original academic research from Princeton and Georgia Tech that established the field
- What is Generative Engine Optimization (GEO)? – Search Engine Land’s accessible guide to GEO principles
- Generative Engine Optimization – Wikipedia’s comprehensive overview of the concept and its evolution
The Future Is Already Here
AI search isn’t coming, it’s already here. Millions of travellers are already using ChatGPT, Perplexity, and AI-powered search features to plan holidays. The question isn’t whether to prepare for this shift, but whether you’ll be among the businesses that get recommended.
The good news? Most travel businesses haven’t adapted yet. By taking action now, you’re positioning yourself ahead of competitors who are still figuring out what GEO even means.
Start strengthening your traditional SEO foundation, then layer on these AI-friendly optimisations. Create genuinely helpful content, build your authority, be specific and consistent, and engage authentically with your guests.
Do that, and when someone asks an AI “Where should I book a cottage break in the Cotswolds?” there’s a much better chance they’ll hear about you.