From SEO to GEO and make yourself visible in the new AI world

This session explores how the rapid rise of AI-powered search is reshaping digital marketing in travel. As users increasingly get direct answers from generative AI tools rather than clicking through traditional search results, companies are seeing a noticeable decline in website traffic from SEO and SEM efforts—despite continued high investment.

The discussion examines whether this shift requires a fundamental rethink of search strategy. It introduces emerging concepts like Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO), which focus on ensuring brands are visible and influential within AI-generated responses, not just search rankings.

The session also looks at what travel companies need to do to adapt—revisiting content strategies, structuring data for AI consumption, and rethinking how they measure success in a landscape where visibility may not always translate into clicks. Ultimately, it provides guidance on preparing for an AI-driven search ecosystem and staying competitive as user behaviour evolves.