GEO instead of SEO

Benjamin Buhl: The AI mode in Google Search, the personal assistant in the new "Comet" browser or the AI functions integrated into the operating systems of smartphones are permanently changing the search behavior of guests. AI curates and presents results from various databases and websites, suggesting the best possible personalized answers and recommendations to searchers. As a result, users are increasingly no longer searching on a specific website itself, but in the browser or with an AI agent. The AI overview is often enough for them to answer a question or decide on a destination. Search functions on tourism websites will therefore become just as meaningless as the chatbots integrated into them. Standardized and machine-readable content that makes information available for various applications and AI searches at any time is much more important.

Benjamin Buhl: Not at all! At the moment, we are seeing a clear trend towards DMO websites in particular gaining in importance - especially for Google's new currency "Trust", many sites are seen as a source of trust. In this context, consistent positioning of brand messages in as many channels as possible, such as the social web, OTA and Google's own company profiles, is essential. It is no longer enough just to be visible in traditional Google searches. The positive presence of a brand in AI responses from ChatGPT, Claude, Perplexity, Gemini etc. will be decisive for success.

Google's new "Trust" currency rewards portals and websites that have already placed value on high-quality brand content as well as well-maintained and structured data. Based on factors such as reliability, topicality, relevance and user-friendliness, Google and the Google AI mode classify such sites as "particularly trustworthy" - and use them in the AI-curated result summaries for search queries.

Trust includes the Google company profiles linked to the website, which can also be verified from 2026. Even more than before, these are the starting point for all web management and important for future AI functionalities in cars (navigation), smartphones (directions) and personalized recommendations (similar restaurants/leisure facilities, etc.).

Benjamin Buhl: Traditional search engine optimization (SEO) is no longer enough. It optimizes the visibility of the website in the search results. But before the first organic search result, the AI already presents its answer. A new strategy is therefore needed: Generative Engine Optimization (GEO). Ideally, it ensures that an AI recognizes the website content as a trustworthy source and integrates it directly into its answers.

Destination websites are gaining importance again with GEO. However, they must evolve from inspiration-driven websites to brand and sales portals. Cooperative approaches will become a fundamental success factor: more (bookable) offers will increase relevance - and at the same time the visibility of all service providers.

In the long term, only those who invest specifically in the quality and credibility of their own website through the appropriate depth and breadth of content will benefit. After all, a brand's visibility, awareness and positive connotation in AI-curated responses will be decisive for its success. The conversions resulting from the brand presence, such as newsletter subscriptions, downloads and, above all, eCommerce success - i.e. the absolute bookings for accommodation, experience services or tickets - are just as economically decisive, regardless of the channel. More and more AI agents are accessing the machine-readable data and AI-operated selection options and "simply book through" (already today without human intervention). The recently often demonized (technical) adaptations in the course of accessibility are relevant here - this is exactly what almost all AI agents rely on for their automated processes.

Benjamin Buhl: Our recommendation is shared services in strong networks. Success is achieved through the shared use of data via central data hubs, shared systems and a clear division of tasks. The investment in good editors should pay off several times over, for example as a service provided by a DMO for its service providers: The latter can then concentrate more on product development and service quality for guests.

It is also conceivable that super apps such as Alipay in China will also come to Europe. However, only tourism companies that use all technological standards, focus strictly on online bookability and quickly connect interfaces to digital payment service providers will benefit. AI agents and pocket assistants will hardly call anywhere or process non-binding inquiries.

Platforms or device-specific operating systems combine and integrate digital applications with personal information such as names, contact and birth data, personal preferences and travel behavior with calendar, bank and payment data as "super apps". Security and data protection concerns are currently still holding back the introduction of such individualized digital "life operating systems" in Europe. But solutions will be found for this - and then it will be important to be attractive for digital assistants.

Conclusion: In order to be or remain visible in an AI-driven platform economy, it is important to show a clear brand identity, build communities on various channels and provide high-quality content for search engines. GEO tools such as Conductor can make continuous improvement noticeably easier and support day-to-day work with targeted and individual evaluations and adaptation recommendations.

We will also be looking closely at the topic of AI at DSTNCMP26 from May 5-7, 2026 in Brixen (South Tyrol). Overall, however, there are significantly more topics. Our topic survey is currently underway, where we want to find out where tourism professionals are currently feeling the pinch - and not just on the topic of AI. I invite all interested parties - regardless of their participation - to take part in the survey.