Imagine a savvy, personalised travel agent who knows how to tailor a trip to your every preference, right down to top-rated restaurants you’ll love and which museum to find your favourite artist at – and it’s right in your pocket. Well, thanks to AI, that’s becoming a reality.

“Before ChatGPT and other [generative AI] tools, you’d have 50 people do the same 50 searches for a weekend in New York, and everyone would get the same results. Now it’s really going into this hyper-personalization and getting content adapted to everyone’s reality.” – Frederic Gonzalo

Know your keywords

Google prioritises websites where your content and products relate directly to relevant search terms. Think “eco-friendly glamping in Queenstown” or “family-friendly hikes near Wanaka.” Optimise your on-page content, meta descriptions, and Google My Business profile with relevant and on-point keywords. Use AI tools to simplify and speed up the process, by directly asking them for keyword suggestions, and refresh this regularly.

Embrace creating AI-generated content

AI tools to help write personalised blog posts, social media captions or ad copy – but with a human touch that reflects your USP’s. Ensure originality, accuracy, and brand voice while leveraging AI’s efficiency. They can also help write those all-important meta descriptions, which is what search engines and some AI chat tools use to understand your webpage.

Backlinks remain king

AI tools love websites with strong backlink profiles. Secure backlinks from reputable New Zealand tourism sites, blogs, and publications, and make sure your listing is up-to-date and accurate on NewZealand.com and your local RTO’s site. Offer guest posts, collaborate with influencers, and actively build trust and authority online.

Utilise dynamic content

Travellers are seeking relevant, real-time information. Use AI tools to update your website with live weather conditions, event listings, special offers, and the latest customer reviews.

Optimise your website for voice search

As AI assistants like Google Home gain popularity, voice search optimisation will be key in 2024. Structure your content to use natural language keywords that someone would speak out loud (“what can I do in Wellington with kids”, “how much is it to see Milford Sound”), and answer these common travel questions directly on your website, perhaps on an FAQ’s page.

Allow AI to be there when you can’t

It’s a 24/7 planning world, with users in different international timezones still wanting to connect with you and ask questions. Offer chatbot support with AI-powered answers to frequently asked questions about your experience, such as Yonder, or Meta’s Messenger.

At Maverick, we’re keeping an eye on Generative AI Search – where Google is moving to a conversational type of results. Google is pitching this as a solution to cut down the time we spend asking multiple queries or sifting through vast amounts of information, by offering follow-up questions and inviting the user to have a ‘natural’ conversation with it, to narrow down on their exact query.

Plus, the latest Android devices are offering enhanced search tools from your camera. It’s as straightforward as pointing your lens (or uploading a photo), asking a question about the image, and getting in-depth answers and suggested links right away.

Remember, AI is not a replacement for your expertise. It’s a powerful tool to enhance your understanding of your visitor profiles, personalise their experience, and ultimately, convert new customers. By staying ahead of the curve and leveraging AI responsibly, you can ensure your brand shines bright in the era of intelligent travel research.