For the past 20 years, the travel industry has built websites for both humans and search engines. We’ve created multi-destination sites with schema markup, JavaScript frameworks and structured URLs. We’ve watched every Google algorithm update and adjusted
accordingly.
But now there is a major change in how content is found online. Large language models (LLMs) are changing how the web is indexed, processed and served to users—and most travel companies haven’t caught on yet.
While we have become good at search engine optimization (SEO) for Google and humans, artificial intelligence (AI) reads and processes web content differently. Travel websites, especially those with dynamic,…