Nearly 56% of travelers now use AI-powered platforms like ChatGPT, Google AI Mode, and Gemini to research destinations, compare experiences, and build itineraries, according to Phocuswright Research. For travel brands that haven't optimized for AI-generated answers, that means losing visibility to competitors that show up in those recommendations.
Generative Engine Optimization (GEO) is the practice of increasing the likelihood an organization is cited within AI-generated responses. Early conversations focused on digital marketing, but many experts say the real driver is PR. This shift in earned media's role is a core topic in AI for PR & Communications.
Recent reporting from PhocusWire notes that large language models are becoming a new layer of travel discovery. Hotels with strong traditional digital presences are becoming invisible in AI recommendations, while Google is evolving travel search from keyword-driven to one influenced by conversational intent, reviews, and contextual information, according to Skift. The implications for travel, tourism, and hospitality are significant, a topic explored in AI for Hospitality & Events.
Earned Media's New Authority
PR professionals have long viewed media coverage as a way to influence human audiences. Now, that same coverage helps establish digital authority for AI systems. When an AI platform is asked to recommend destinations for outdoor enthusiasts or culinary travelers, it scans news articles, travel features, expert commentary, and reviews. A feature story in a respected publication can influence both readers and future AI-generated suggestions.
This means PR teams should evaluate media opportunities through two lenses: audience reach and engagement, and long-term discoverability within AI-powered search and answer engines. Tools like Muck Rack are adding AI visibility indexes to their databases, but it will be up to practitioners to stay on top of which outlets and platforms provide the most visibility.
Authority Over Volume
Early GEO research shows that AI systems prioritize credibility, consistency, and authority over sheer content volume. For destinations, this makes coverage in trusted publications, expert perspectives, and accurate information critical. Rather than counting placements, communications teams should ask: Are we cited by authoritative publications? Is our messaging consistent across trusted sources? Are journalists quoting our subject matter experts?
As the industry adapts, the right media placement might not be the one generating the largest number of impressions-a reality that PR professionals will need to counsel clients and leaders on.
Specificity Wins in Destination Narratives
Travel marketers often default to "something for everyone" messaging, but GEO rewards precision. Discoverability now comes from well-defined terms that match how travelers ask questions: "Where can I go hiking in North America if I need accessible trails?" or "Which small cities are worth visiting for great food?"
The destinations that appear in those answers are the ones with abundant, credible content addressing those specific topics. PR teams can move beyond broad storytelling by developing media strategies around niche traveler interests, seasonal experiences, and emerging tourism trends.
What PR and Communications Teams Should Do Now
Adopting GEO doesn't require a complete overhaul. The foundational work of communicators hasn't changed, but the focus has shifted. To stay ahead, PR professionals should:
- Prioritize earned media in highly credible travel, business, and lifestyle publications that influence AI results.
- Develop story angles around specific traveler intents rather than broad destination attributes.
- Increase the visibility of destination experts and local voices through interviews and thought leadership.
- Evaluate owned content-press releases, blogs, web copy-to ensure it meets GEO best practices.
- Reevaluate measurement approaches to include AI visibility as a key metric.
Finally, think about the AI handoff: once a traveler finds an answer via AI, the next step is critical. The marketing team must be ready to convert that interest into bookings.
Why this matters for PR and Communications
GEO doesn't diminish the value of PR-it amplifies it. For travel and hospitality brands, media relations strategies need an AI-focused tune-up. The new imperative is to build credible, specific, and consistent third-party validation that AI systems will pick up. That's a job PR is uniquely built to handle.
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