From SEO to GEO: how to be found in the AI era

Artificial Intelligence is changing the way travellers seek information, search for and choose a destination or a trip. What does it mean today to 'be found' when search is increasingly giving way to direct queries addressed to AI? The panel will explore the new dynamics of digital visibility, from SEO to GEO: how searches are evolving, which content is recognised as authoritative by AI, and what role digital reputation, reviews and source quality play. A discussion to understand how Tour Operators and Agencies can strengthen their digital presence and continue to remain relevant within the new ways travellers search and make their choices.