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SEO & LLM Strategy Travel, Tourism & Hospitality

There is a problem in marketing for the travel and tourism industry. Old-style SEO and standard ads don't work as well as they used to. We're now in a world where LLM citations and SEO work hand in hand to generate visibility.

The travel marketing industry has undergone a fundamental transformation with AI integration, moving away from broad advertising campaigns toward hyper-personalised, data-driven strategies.

You need someone who understands how search works today (including LLM results) and how travellers convert.

Online travel and tourism has always been a cut-throat industry, now it's even harder.

Travellers are your lifeblood. They're hunting for weekend breaks, staycations, summer holidays, ski trips, cruises, hen parties and luxury escapes every single day. Most of that demand leaks straight into OTAs, big platforms and whoever shouts loudest on Google.

Travel and tourism live in one of the most cut-throat search environments on the internet, and have been since the late nineties. You compete with OTAs, search engines, global hotel chains, Airbnb, comparison sites, travel agents and "best things to do in…" bloggers who publish daily.

Trust, reviews and location signals from Google Maps, GMB, TripAdvisor and social platforms now decide who even gets seen. Meanwhile, rising ad costs, shifting traveller and search habits, and complex itineraries across airports, ferries, terminals and excursions make growth difficult and unpredictable at times.

Many brands either spread their digital marketing budgets too thin or double down on the wrong social media channels, then wonder why calls, emails and bookings stay flat. Now it's more difficult than ever before. Gone are the days when that one PAA (people also ask) question drove your business pipeline.

Approximately 60% of searches now end without a click, but this means conversion rates have increased for those that do click through onto the website. The opportunity is there to grow your business leads. But it does take a new attitude.

SEO / LLM Peaks marketing for travel websites

This service works best for travel marketing teams that need to grow their reach and make more bookings. If any of these sound familiar, tick them:

Which of these sound familiar? Tick any that apply.

  • Ranking for “holidays” or “vacations” looks very impressive on a report, but it does nothing for bookings any more. The money now sits in specific searches like “Isle of Skye pet-friendly lodge”, “Edinburgh short-term city break old town hotel”, “family-friendly golf resort Spain all-inclusive Costa Blanca”, “family ski holidays Livigno”, or “adults-only Far East cruise itineraries”.

  • Random blogs about “Top 10 beaches in Spain” without a plan for internal links, topic clusters, itineraries or conversion paths only feed Google and never your booking engine.

  • Letting OTAs, Airbnb, Booking.com and aggregators do all the heavy lifting feels convenient. It also hands them your margins, your brand, and your direct relationship with guests. Long term, you become more of a line item in someone else’s list of options and you have less chance of repeat bookings.

  • Poor GMB profiles, messy NAP details, weak schema markup and half-done Google Maps setups mean you lose “near me”, “best [niche] in [location]” and local staycation searches to your competitors.

  • Using a basic chatbot on your site and expecting magic isn’t going to work for you. It will normally struggle with itinerary planning. Creating autogenerated copy rarely works either. AI needs LLM-driven logic, integrated CTAs, and real data from reviews to guide travellers toward calls, enquiries, and confirmed bookings.

Two or more ticks? That’s what the free strategy session is for.

How our offer works with travel, tourism & hospitality

  • Peaks

    A common approach we use is based on looking for business opportunities from the Peaks season that will both drive traffic and enhance your CRO throughout the year. It helps set targets and goals for the season ahead.

  • Short term & mid term stays

    AirBnB portfolios, short term lets, serviced apartments, coastal cottages, caravans, glamping sites, camping parks, motorhomes and city pads. We build local SEO and conversion journeys that attract higher‑value guests, rather than bargain hunters.

  • Hotels, resorts & destinations

    Boutique hotels, spa retreats, all‑inclusive and beach resorts, golf resorts, ski resorts, family hotels, pet‑friendly properties and luxury hideaways across the UK, Scotland (Edinburgh, Isle of Skye, Shetland), Spain and the Far East.

  • Travel agents, tour operators & niche specialists

    Package holidays, bespoke holidays, cruises, winter breaks, summer holidays, sporting holidays, hen parties, stag do’s, group trips, excursions and itinerary‑driven experiences that mix flights, ferries, terminals and on‑the‑ground stays.

  • AirBnB Management & travel services

    AirBnB Management and AirBnB Cleaning providers, airport transfer companies and specialist travel agents who want to dominate location‑based searches and convert site traffic into a steady flow of calls and emails.

  • Every engagement aligns

    All the channels work together. Technical SEO, GEO SEO, strategic content, Paid Search, AI/LLMs and conversion UX. The plan is that an impression reliably turns into a “guest on site.”

Relevant services

  • Technical SEO

    GEO SEO, AI analysis, JSON updates, competitor and backlink analysis, link building and SEO Opportunity Analysis Audits built specifically around destinations, niches and travel seasons.

  • GMB Optimisation

    Consistent NAP details, reviews strategy, schema markup for hotels, resorts, vacation rentals, tours and events, integrated with Google Maps.

  • Content & Topic Clusters

    Content for travel intent. Structured content marketing that connects weekend breaks, staycations, summer holidays, winter breaks, camping, caravans, glamping, cruises, hen/stag trips and sporting holidays into clear journeys from inspiration to booking.

  • LLM‑driven Review Analysis

    (Gemini, ChatGPT, Claude and more), paired with SEO and targeted Paid Search campaigns to accelerate occupancy across key dates, properties, and segments.

The Kyoom Process

  • Laying solid foundations on site

    Solid foundations

    Every strategy is built from the ground up so a solid foundation is put in place.

  • Methodical implementation in progress

    Built to last

    A methodical approach, ensuring what we do is built to last.

  • Building the links that deliver results

    Results that matter

    We work with you, not at you. To generate results that matter.

SEO consulting: your questions, answered

We understand that navigating the complex world of modern day SEO and LLM optimisation can raise numerous questions. Here, we provide transparent, straightforward insights to demystify the strategic process of digital optimisation.

What exactly is Kyoom in the context of travel and tourism?

Kyoom is a technology‑driven growth partner that combines SEO, GEO SEO, content strategy, AI/LLMs and Paid Search to help travel and hospitality brands turn online interest in searches, clicks, and visits into bookings, calls and enquiries.

Who do you typically work with in this industry?

We have decades of experience in travel marketing. We work with a wide range of travel and hospitality brands, including hotels, Airbnb and short term rental operators, camping and glamping sites, caravan and lodge parks. Our clients also include travel agents and tour operators, as well as niche providers such as golf resorts, ski and sporting holiday companies, cruise lines, hen and stag specialists, and family focused staycation brands. Previous clients include, MyTravel, Thomas Cook, Gleneagles, Sunvil, Torquiose Holidays, Dundonald Links, Titan Travel, Netflights, NetJets and many more.

How is this different from hiring a generic SEO or PPC business?

Some agencies may only optimise for basic search engine position reports for broad keywords. Kyoom focuses on high‑intent traveller searches, SEO, Google Maps visibility, schema markup, GMB performance, itinerary‑driven journeys and conversion UX specific to travel. We also integrate AI/LLMs analysis, giving you a clearer overall picture of what needs done on and off your website.

Do you only work with large hotel groups or OTAs?

No. We support independent hotels, single‑location glamping sites, regional travel agents, AirBnB hosts with a handful of properties, right through to multi‑location groups. Strategy scales to your size, your technical problems, budget and booking targets rather than forcing you into a one‑size‑fits‑no‑one model.

How do you use AI and LLMs without turning everything into automated fluff?

We create an LLM of your own content, to create a tone of voice that AI understands. This is the starting point to creating AI based content. We do not use agentic SEO to churn out thousands of low‑quality pages; the value sits in human judgement and a brand voice that stays in control.

How do you measure success for travel and hospitality brands?

We track performance through Google Search Console, analytics and on‑site behaviour, tying SEO, content, AI and Paid Search back to real outcomes: bookings, calls, emails and enquiry forms. You see the results from your weekend breaks, staycations, overseas holidays, ski trips, cruises or group packages actually generate revenue, and we double down on what works. Note that leads originating directly from AI chat interfaces may not be attributable through standard analytics.

Ready to turn travel searches into bookings, and calls?

If you run a boutique hotel in Edinburgh, a glamping site in the Highlands, a golf resort in Spain, an AirBnB portfolio across UK cities, or a travel agency selling cruises, sporting holidays and bespoke itineraries, Kyoom builds the engine that feeds you a steady flow of high‑intent visitors and converts them into sales.

Start a conversation with Kyoom and see how many more bookings, calls and enquiries you could be generating this season.

Still have questions? Get in touch for a free strategy session.