SEO Isn't Dead says Tripadvisor CEO as AI Search Gains Ground
Tripadvisor's CEO says SEO isn't dead-aim it at AI. Keep trust signals, structured, answer-ready content and fresh reviews so models cite you-and guests click and book.
Tripadvisor's CEO: SEO still matters-aim it at AI
AI is rewriting how travelers search, plan, and book. Tripadvisor CEO Matt Goldberg says SEO isn't dead-it's shifting. The skills that got you crawled and cited still count; they now help large models find and trust your content.
At the Goldman Sachs Communacopia + Technology Conference, Goldberg pointed to one constant: trust. Real traveler content and strong brand signals rise in both traditional search and AI-led results. His message to travel and event brands: keep the fundamentals, adjust the aim.
What this means for hospitality and events
Your guests will see answers before they see links. Zero-click experiences and generative answers are here. The move is to make your property, venue, restaurant, or experience the source AI wants to quote-and the page people want to click.
Tripadvisor's playbook (and how you can adapt it)
- Double down on trust signals: Push real reviews from real guests. Incentivize on-site reviews after stays, events, and dining. Fight fakes-AI systems discount them.
- Structure your data: Use clear titles, scannable sections, and precise details (amenities, capacities, menus, accessibility, policies). Add FAQs that match how guests ask.
- Own your demand: Build direct traffic. Strengthen your email and SMS programs, and keep your Google Business Profile, Tripadvisor, Viator, and TheFork listings current.
- Optimize for "answer-ready" content: Summaries, itineraries, and quick comparisons feed AI answers. Create pages that cleanly answer: who it's for, what to expect, price ranges, and booking steps.
- Measure beyond clicks: Track impressions vs. clicks in Search Console, brand search volume, direct sessions, and conversion rate by referral. Zero-click doesn't mean zero intent.
Partnerships signal where search is going
Goldberg highlighted active deals across major AI players and five new agreements in six months. Tripadvisor integrated AI trip planning in 2023 and reports that members who build itineraries return more and spend more.
For operators, this points to a practical takeaway: distribution is widening. Ensure your content is license-ready, accurate, and up-to-date across partners and platforms.
Generative search optimization: what's working
Goldberg called out fast growth in AI-first traffic. The base is small, but intent is higher and conversion is stronger. The common thread: high-quality, human reviews and fresh, experience-rich content.
- Prioritize recency: Keep reviews and photos current-seasonality, new packages, menu changes, and renovated spaces.
- Enrich with context: Ideal group sizes, event layouts, noise levels, nearby transport, and timing tips help AI pick your venue for specific intents.
- Be multimodal-ready: Clear images with captions, short clips, floor plans, and sample itineraries improve visibility when search shifts beyond text.
Quarterly action plan
- Audit top pages for "answer readiness" (clear summary, scannable structure, updated facts, FAQs).
- Refresh UGC: run a 30-day review campaign post-stay/event and add prompts that produce helpful details.
- Tighten local SEO: align your Google Business Profile, Tripadvisor, Viator, and TheFork content with the same data and language.
- Add conversion hooks for high-intent traffic: instant quotes, live chat, short forms, and clear CTAs.
- Benchmark: track lead-to-booking rate from Tripadvisor and AI-led search referrers; compare against organic.
Why this matters now
SEO best practices are still the foundation, but the buyer's path is shorter. If your content is trusted, current, and structured, AI systems will pull it. That's how you win attention in a zero-click world and turn it into bookings.
Further reading
Skill up your team
- AI courses by job function to upskill marketing, sales, and guest experience teams.
- AI Certification for Marketing Specialists for teams driving direct bookings and event leads.
