How LLM Search Is Changing the Way Travelers Discover Destinations
Not long ago, planning a trip meant opening Google, typing “best places to go in Italy,” clicking through listicles, and cross-checking with Instagram or TripAdvisor. But in 2025, that journey looks very different.
Travelers are skipping the endless scroll and going straight to tools like ChatGPT, Perplexity, and Gemini—AI-powered assistants that respond to queries like:
“Where should I take my partner for a quiet anniversary weekend on the West Coast?”
“Best beach towns in Europe that aren’t touristy?”
“Luxury hotels in Italy with real cooking classes, not staged ones?”
These platforms return conversational, curated recommendations pulled from content across the web. And if your brand’s content isn’t there—or isn’t optimized to show up—it simply doesn’t exist in the new discovery path.
At The Tigar Agency, we help lifestyle and travel brands build content that does more than rank—it gets recommended by the platforms travelers now trust most.
Travelers Are Still Searching—But Differently
We’re not seeing the end of search. We’re witnessing the beginning of intentional, emotionally-driven search behavior—especially in the travel category.
Travelers today, particularly Millennials and Gen Z, are seeking experiences aligned with their values and mood, not just destinations. They’re asking AI tools questions that blend logistics with lifestyle:
“Where’s the best mountain escape near Denver for someone who hates crowds?”
“What’s a good solo travel city in Europe that’s affordable and creative?”
“Best wellness resorts that aren’t just Instagram traps?”
This level of specificity reflects the new reality: content that ranks must also resonate. If your brand is still relying on tired SEO formats or overly polished marketing copy, you’re not just behind—you’re invisible.
Why LLM Search Matters for Travel Brands
Large language models (LLMs) pull from trusted content to provide synthesized responses. When a user asks ChatGPT for romantic hotels in Charleston, it won’t return a list of links. It will summarize options in its own voice, quoting directly from content it considers valuable, credible, and experience-rich.
Your brand will not be surfaced if:
Your site relies on outdated SEO strategies
Your content lacks voice, story, or structure
You haven’t published fresh blog content in the last 6–12 months
At The Tigar Agency, we help clients transform stagnant or underperforming content into AI-optimized editorial ecosystems designed to rank in Google and surface in AI tools.
The Problem With Most Travel Content Today
Let’s be honest: many travel brands have blogs that look great but say very little. They’re full of high-res images, vague language, and generic tips. But what’s missing?
Storytelling that feels human
First-person insights and local expertise
Clear formatting for AI tools to parse and summarize
Emotional cues that help readers feel connected
This is why AI tools often recommend media outlets and well-written blogs over direct brand pages. We help travel brands change that by elevating their owned content into editorial-quality resources that perform.
How LLMs Decide What to Surface
Google’s Search Generative Experience (SGE) and AI tools like Perplexity prioritize content based on the EEAT framework: Experience, Expertise, Authoritativeness, and Trustworthiness.
They favor:
Structured formatting (H2s, bullet points, Q&A)
First-person context (e.g., “Here’s what I learned staying in Oaxaca for a month”)
Original, cited content with links to reputable sources
Helpful tone (not just keyword-optimized fluff)
This is the type of content we create at The Tigar Agency. Think: a founder’s guide to Iceland in winter. A boutique hotel’s honest blog about what makes their property different. A side-by-side comparison of “quiet luxury” spa towns in Spain.
Example: A Traveler's Real AI Journey
Let’s say someone types into Perplexity:
“What’s a romantic hotel in Santa Fe with an on-site spa, walkable to galleries, and ideally historic?”
Perplexity might return:
2–3 hotel names, each with a summary of features
A few key links to reviews or blog posts
Content snippets from local tourism sites, travel blogs, and possibly your hotel’s own blog—if it’s well-written, optimized, and specific
Now imagine your property is walkable, spa-equipped, historic… but your blog only has a generic “Our Rooms” page and some stock imagery. You’re not going to show up—no matter how great your guest experience is.
With The Tigar Agency, we create content designed for these exact discovery moments.
4 Ways to Prepare Your Brand for LLM Search—With Our Help
1. Tell the Right Stories
We craft first-person, emotionally rich narratives that build trust and authority. Whether it’s a founder’s point of view, a destination deep-dive, or a hotel manager’s weekend guide, we find the angle that makes your brand human and memorable.
2. Structure for AI
We format every piece with clear headers, logical flow, and skimmable layouts. Think Q&A blocks, location-specific keywords, and optimized alt text—without sacrificing voice.
3. Create Content That Feels Useful
We focus on what travelers are actually searching for:
“Packing for a wellness retreat in Sedona”
“Best low-key wine towns in California”
“Where to go in Portugal in October without tourists”
These are not SEO fantasies—they’re real search behaviors we track and write for.
4. Think Beyond the Homepage
Blog content, city guides, landing pages, and even your Substack newsletter can all fuel LLM visibility. We create full ecosystems that work together, not just one-off pieces.
Final Thoughts: Search Behavior Has Changed—Your Strategy Should Too
Travelers aren’t just typing in “where to go this summer.” They’re having a conversation with AI—and brands that can meet that moment with clarity, context, and emotional intelligence will be the ones who win.
At The Tigar Agency, we help you show up—on Google, on Gemini, on ChatGPT—not just as a name, but as a recommendation.
Let us help you:
Refresh your outdated blog content
Build a scalable, LLM-optimized content strategy
Tell better stories that drive real booking behavior
Create visibility across modern search platforms—not just old-school SEO
The future of travel discovery is already here. Let’s make sure your brand isn’t left behind.
