Growth for travel, starting from what buyers ask.
Below is the working prompt set for this vertical — 8 questions your buyers put to an assistant before they ever reach your site. Everything we build is scored against it.
Get your prompt setThe prompt set
8 questions we measure against
- 01Which tour operator is best for a family safari in Kenya
- 02Is this operator financially protected if it goes under
- 03Best time of year to visit and what it costs then
- 04Small-group tour with no single supplement
- 05Operator that handles accessible travel arrangements
- 06Compare these two itineraries on what is actually included
- 07What happens if a flight is cancelled mid-itinerary
- 08Travel company with genuinely sustainable operations
Your live set is built around your categories, locations and competitors. This is the starting template for the vertical.
What makes this vertical different to work in
Seasonality makes annual comparisons misleading and monthly ones essential
OTAs outrank operators for their own product
Inclusions and exclusions are in a PDF rather than on the page
What we usually run here
Example implementation framework. What follows describes how we would approach a travel engagement. It is method, not a record of a completed client project, and contains no performance figures.
Business challenges
OTAs outrank operators for their own product
Because they publish the inclusions, comparisons and practicalities buyers search for.
Seasonality distorts every report
Month-over-month comparisons are meaningless; only same-month-last-year survives.
Inclusions live in a PDF
The single most-asked question is answered in a document no retrieval system will read.
AI marketing, SEO, GEO and AEO strategy
Inclusions and exclusions on-page
Stated plainly in HTML, structured, and honest about what is not included.
Best-time-to-go content
Seasonal answer pages that capture research-phase demand months before booking.
Financial protection as a trust signal
Bonding and protection status structured on-page — a genuine differentiator against marketplaces.
Seasonal measurement model
Reporting designed around the booking cycle from the start.
30, 60 and 90 day action plan
- Days 1–30
Baseline and foundation
- Prompt set across destination and practical queries
- Baseline recorded
- Seasonal reporting model
- Technical audit
- Days 31–60
Structure and publish
- Trip and Offer schema
- Inclusions content migrated from PDFs
- Best-time-to-go pages
- Protection and trust structuring
- Days 61–90
Convert and corroborate
- Booking funnel conversion work
- Review and citation building
- Seasonal campaign launch
- First re-measure
Expected workflow
- 01DiscoverBuild the prompt set from real buyer language, record the visibility baseline across four assistants, and audit the technical foundation.
- 02DiagnoseRank findings by commercial impact rather than severity label, and agree what qualified means with the people who take the calls.
- 03BuildRemediate the foundation, deploy the schema graph, and restructure templates so a complete answer sits at the top of each page.
- 04PublishShip answer-first content against the highest-value prompts, with every statistic carrying a named source and date.
- 05CorroborateBuild the mentions, listings, reviews and coverage that let an assistant verify claims somewhere other than your own site.
- 06MeasureRe-measure against the recorded baseline monthly and report pipeline first, with attribution limits stated in the report.
Deliverables
- Category prompt set and recorded visibility baseline
- Technical audit with a prioritised, costed fix list
- Schema graph across every page template
- Answer-first content programme
- Citation and corroboration programme
- Conversion instrumentation and attribution model
- Monthly report opening with pipeline created
AI tools and automation
AI visibility
- ChatGPT
- Google Gemini
- Perplexity
- Microsoft Copilot
- Claude
Search & measurement
- Google Search Console
- Bing Webmaster Tools
- GA4
- Looker Studio
Technical
- Screaming Frog
- PageSpeed Insights
- Schema validators
- Lighthouse CI
Automation & CRM
- HubSpot or equivalent CRM
- Workflow automation
- Lead routing and alerting
- Conversational agents
KPIs travel businesses typically monitor
Citation rate on destination prompts
Where trip research now begins.
Bookings vs same month last year
The only comparison that survives seasonality.
Enquiry to booking rate by trip type
Trip types have very different margins.
Average booking value
Volume without value is not growth in travel.
Review volume and rating
The dominant trust signal against OTA alternatives.
Frequently asked questions
Month against the same month last year, never against last month. Annual comparisons flatten the signal that matters.
Find out what AI says about you right now.
We run your real buyer prompts through four assistants and send you the transcript, with your position and your competitors’. No charge, no call required to receive it.
Typical turnaround: 3 working days.