AI Is Reshaping Content Marketing: What the Travel Industry Needs to Know

The digital marketing landscape is changing rapidly, and few industries feel that shift more than travel. As generative AI transforms how consumers search, plan, and book trips, travel brands are rethinking how to attract and engage audiences online.

Recent data shows that travel and hospitality websites have seen, on average, a 20% year-over-year decrease in organic traffic. But a drop in clicks doesn’t necessarily mean a drop in interest. Instead, it reflects a fundamental change in how travelers find information, and how search engines deliver it. 

The Fundamental Shift

Google’s AI Overviews (AIO) and the growing influence of large language models are rewriting the rules of search. Where travelers once browsed multiple sites to compare destinations, itineraries, and prices, many now get comprehensive answers directly within AI-powered chat tools.

During TransPerfect’s recent webinar on this topic (watch now), we polled an audience of travel industry experts. Every attendee reported experiencing traffic declines since AIO was introduced, with over 40% seeing traffic decreases of more than 10%.

This shift means that many users now complete their research within AI platforms and only click through to websites when they’re ready to engage, book, or buy. The path to purchase has changed, but not necessarily for the worse.

Quality Over Quantity: The New Traffic Reality

When visitors do reach your site today, they’re typically more qualified than ever. Travelers are conducting research within AI platforms and arriving at your website when they're ready to engage or book. This means higher engagement rates and stronger conversion potential, even if total traffic volume is lower.

To succeed in this new environment, travel brands must focus less on chasing links and more on building trust, authority, and long-term value.

How Travel Brands Can Adapt

1. Prioritize Content Quality and Expertise

In an AI-driven world, generic or keyword-stuffed content no longer works. If a machine can generate it, it’s not going to stand out. Instead, highlight the expertise and experiences only your brand can offer:

• Share firsthand insights from local guides and destination experts
• Include real traveler stories, reviews, and itineraries
• Provide content that goes beyond what’s easily available: tips, trends, and hidden gems that make your brand indispensable.

2. Strengthen Technical Foundations

While the way travelers find content is changing, the fundamentals of SEO still matter. Make sure your website is technically sound:

• Crawlability: Ensure all content is accessible to both search engines and AI systems.
• Speed and mobile optimization: Fast, responsive sites reduce bounce rates and improve rankings.
• Structured data: Schema markup and clear content hierarchies help AI tools understand and surface your pages correctly.

3. Track and Optimize Your AI Visibility

You can't manage what you don’t measure. Understanding how your brand appears across multiple AI platforms is essential. Different systems pull from different sources, so visibility tracking is essential. By monitoring which of your pages are cited (or ignored!), you can adjust your content strategy and improve authority across platforms.

4. Use AI Strategically for Content Marketing

AI-generated content isn’t penalized by search engines, but it must be done in the right way. Train AI tools on your brand guidelines, approved assets, and case studies. Don’t be tempted to rely on generic AI outputs. Instead, focus on developing a holistic AI strategy that scales production while maintaining brand voice and accuracy.

The Future of Travel Marketing

The future of content marketing in travel isn’t about abandoning SEO principles; it’s about adapting them for AI-first discovery. The brands that will thrive are those that create content rooted in real expertise and experience; maintain strong technical SEO and data integrity; and engage audiences across multiple delivery platforms, not just traditional search.

By combining human storytelling with smart AI adoption, travel marketers can continue to inspire, inform, and convert customers—even as the search landscape continues to evolve.

Ready to See Where You Stand?

Want to understand how your brand appears in AI-generated results? TransPerfect’s Digital Strategy team can help you navigate this evolving environment  with data-driven insights, visibility tracking, and actionable recommendations. Contact us today to start optimizing your presence for the age of AI-driven discovery.