DMO Geek
·Technology & Innovation·Stan Smith

Why DMOs Need to Abandon SEO for Generative Engine Optimization

AI assistants are replacing Google for travel planning. Here's how forward-thinking DMOs are positioning for AI-driven discovery—and why your SEO budget might be fighting yesterday's war.

When someone asks ChatGPT "plan a weekend getaway from Chicago," your destination needs to be in that answer. Right now, it probably isn't.

While most DMOs continue pouring budget into traditional SEO—optimizing for Google's algorithms, chasing keyword rankings, building backlinks—the way travelers actually plan trips is shifting beneath our feet. AI assistants like ChatGPT, Perplexity, and Claude are becoming the first stop for travel research, not the last.

And the DMOs that win in this new landscape won't be the ones with the biggest SEO budgets. They'll be the ones who positioned early for AI-driven discovery.

The Shift from SEO to GEO

Generative Engine Optimization (GEO) is the practice of structuring your destination's content so AI platforms can parse, understand, and recommend it. It's not about gaming algorithms—it's about making your story accessible to the systems travelers are actually using.

The difference is fundamental:

  • SEO optimizes for search engines. You're trying to rank for "things to do in [city]" when someone searches Google.
  • GEO optimizes for recommendation engines. You're trying to be the answer when someone asks an AI "where should I visit this summer?"

Traditional SEO tactics—keyword density, meta descriptions, link building—don't work on AI platforms. They need structured, authoritative answers that can be cited and synthesized.

The GEO Framework: Three Pillars

1. Structured Content

AI platforms parse content differently than humans read it. Your itineraries, attraction guides, and visitor information need to be written with clear structure:

  • Definitive answers to common questions
  • Scannable sections with clear headers
  • Facts that can be extracted and cited
  • Avoid marketing fluff—be informative and specific

2. Authoritative Answers

AI platforms prioritize sources they consider authoritative. Your content needs to position your DMO as the definitive source on your destination:

  • Comprehensive, factual information
  • Regular updates to stay current
  • Citations to local businesses, events, data
  • Consistency across all digital properties

3. Real-Time Intelligence

Traditional SEO gives you keyword rankings. GEO requires understanding what AI platforms are actually being asked about your destination:

  • What questions are travelers asking?
  • Which competitors are being recommended?
  • Where are the gaps in AI's knowledge about your destination?

Case Study: Pigeon Forge Leads the Way

Pigeon Forge, Tennessee became the first major DMO to implement GEO systematically. Partnering with Orange 142, they built "Ask Martha"—an AI tool that provides real-time visibility into what travelers are asking AI platforms about their destination.

Assistant Director Amy Warner credits their early adoption: "We realized we were optimizing for search engines that travelers weren't using anymore. The future of travel discovery is conversational AI, and we needed to be where those conversations were happening."

The results? Pigeon Forge—a town of 6,000—is now consistently recommended by AI platforms alongside major metros. They proved that strategic positioning beats big budgets.

How to Start: Four Steps for Monday

You don't need a six-figure budget or a year-long strategy process. Here's how to begin this week:

  1. Audit 10 key pages for AI readability. Pull up your top itineraries, attraction guides, and visitor info pages. Read them as if you're an AI trying to answer "what should I do in [your city]?" Are the answers clear and extractable?
  2. Rewrite one flagship guide. Pick your most important page—maybe a weekend itinerary or top attractions list—and rewrite it with structured, authoritative answers. Test it by asking ChatGPT about your destination before and after.
  3. Track AI mentions for 30 days. Ask ChatGPT, Perplexity, and Claude about your destination weekly. Are you being recommended? Who are your competitors in AI's mind? What questions is it struggling to answer?
  4. Evaluate GEO implementation partners. Orange 142 and similar firms are emerging. Even if you're not ready to invest, understanding what's possible helps you advocate for budget when the time comes.

The Stakes: Adapt or Be Invisible

Here's the uncomfortable truth: in five years, most travelers won't start their trip planning on Google. They'll ask an AI assistant for recommendations. And if your destination isn't optimized for that conversation, you won't exist in their consideration set.

SEO isn't dead, but it's fighting yesterday's war. The DMOs that thrive in 2026 and beyond will be the ones who recognized this shift early—who stopped chasing Google's algorithm and started optimizing for the way people actually plan travel today.

Pigeon Forge showed it's possible. The question is whether your DMO will be ready when AI-driven discovery becomes the default.

Source: Travel and Tour World