The travel industry has experienced a seismic shift in how people discover and book their next adventure. With over 89 million monthly searches for flight-related keywords alone, standing out in search results has become the difference maker.
Whether you're a boutique bed and breakfast in the Cotswolds or a tour operator specialising in Scottish Highland adventures, getting found online gets eyes on your brand and more bookings. But with giants like Booking.com and Expedia dominating search results, how do smaller travel businesses carve out their piece of the digital pie?
The answer lies in a strategic approach to travel SEO that goes beyond basic keyword stuffing and focuses on authentic, experience-rich content that serves real travellers with genuine intent.
The lay of the land for travel SEO
The travel industry SERPs have changed dramatically over the years with Google Travel's dominance, new SERP features, AI Overviews and the soon-to-be launch of AI Mode in Google. The playing field is more complex than ever, with search engines prioritising authentic, localised content from regional travel experts over heavily optimised SEO sites.
The competition is fierce. Online travel agents, airline websites, meta-travel platforms, tourism boards and countless travel blogs are all vying for visibility. But there’s some encouraging news: brands are seeing over 73% of their traffic coming from search engines, proving that organic search remains the dominant traffic driver for travel businesses.
The key is understanding that Google ups the preference for authentic, localised content written by regional travel experts like VisitBritain as opposed to overly optimised SEO sites. This shift rewards businesses that can demonstrate genuine expertise and local knowledge rather than those simply gaming the system.
The rise of AI in travel search
AI Overviews (AIOs) are showing for approximately 30% of travel-related queries and 5% of travel brands' keywords on average. Rather than panic about these changes, you can tweak your content strategies to capture these AI-generated citations while maintaining your focus on serving real travellers.
But how?
The trick is to write content that genuinely answers the questions your customers have. AI systems prioritise clear, authoritative responses, so address specific concerns rather than giving general overviews. Think: "What's Edinburgh really like in March?" or "What's a realistic budget for a weekend in Bath?" Use clear headings and concise bullet points, always leaning on your local expertise.
Authenticity matters too. AI is getting better at spotting genuinely useful content versus recycled info. Offer insights only locals would know, like the quietest time to visit a popular spot, restaurants that actually deliver their famous dishes or seasonal tips guidebooks overlook. As well as boosting your visibility with AI, it builds trust and authority with travellers.
Building your travel SEO foundation
From local SEO to timely seasonal guides, there are lots of ways to strengthen your SEO foundation, helping your brand stand out and attract more attention online.
Local SEO can be your secret weapon
For travel businesses, local SEO is a fundamental part of being seen online. Almost 46% of all searches contain local intent. Therefore, local optimisation is central to capturing nearby customers and tourists planning their visits.
Start by fully optimising your Google Business Profile. Each of your locations should have its own dedicated profile with current, accurate details. Add high-quality images to showcase your business, and regularly share updates highlighting what's unique or seasonal at your location. Mention nearby attractions that visitors might enjoy as well to enhance your local relevance.
Create location-specific landing pages that offer more than just basic contact details. Make each page compelling by sharing genuine local experiences or insider recommendations that showcase your unique knowledge. Include high-quality images to capture visitors' attention, and provide practical details that genuinely help them plan their visit. Adding local insights or helpful directions can further enrich the content so that pages resonate with your audience.
Content that connects with travellers
2025 is the year of "travel like a local, but make it SEO". The trend is moving away from generic destination guides towards immersive content that helps travellers experience destinations authentically.
Focus on creating content around experiences rather than just places. Instead of writing another generic "Top 10 Things to Do in Bath" article, consider pieces like "A Local's Guide to Bath's Hidden Tea Rooms" or "Where Bath Residents Actually Go for Sunday Lunch." These pieces serve genuine search intent while establishing your expertise and local knowledge.
Seasonal content planning
Travel searches often have strong seasonal patterns. Use tools like Google Trends to identify when interest in your destinations peaks and plan content accordingly. Searches for given keywords can spike at different times of the year or can trend upwards based on market conditions or global events.
Create detailed seasonal guides to help travellers decide when to visit. Explain the typical weather conditions clearly and suggest relevant seasonal activities or local highlights. Providing this depth of practical information throughout the year positions you as a trusted resource, capturing consistent search traffic and building credibility with your audience.
Technical optimisation for travel websites
Travellers expect smooth and convenient browsing experiences, especially when they’re on the go.
Mobile-first is non-negotiable
About 61% of mobile searches lead directly to bookings or visits, so getting mobile right really matters for travel businesses. Your site needs to load quickly and feel easy to use on phones, as many travellers plan and book while they're already on the move.
Use responsive design so your website works smoothly on any device. Make sure important features like booking systems and contact forms are easy to use on smaller screens. Remember that lots of travellers check your site when they're already at their destination, looking for practical things like directions or what's happening nearby.
Schema markup for travel content
Use structured data to help search engines better understand your travel content. Add schema markup for things like local businesses, events, and reviews. This can boost your visibility in search results through rich snippets.
Include useful details in your structured data, like pricing or availability. Providing precise information helps travellers find exactly what they're looking for and can lead to more clicks from search results.
Keyword strategy that works
Create content that aligns with exactly what travellers are searching for, rather than chasing overly broad keywords.
Beyond generic travel terms
While keywords like "holidays" and "hotels" have massive search volumes, they're incredibly competitive and often don't represent genuine booking intent. Focus on longer-tail keywords that indicate specific travel intent.
Target phrases that include:
Specific activities ("pottery classes in St Ives")
Accommodation types ("dog-friendly cottages Yorkshire Dales")
Travel dates or seasons ("Cornwall holidays October")
Group types ("family activities Lake District")
These longer phrases often have lower competition but higher conversion rates because they capture travellers with specific needs and clear intent.
Understanding search intent in travel
Users are looking to leverage subject matter experts to help them get the most out of their holidays: to compare experiences and not just hotel stars and prices. Create content that addresses different stages of the travel planning process:
Research phase: "What to expect when visiting the Scottish Highlands in winter" Planning phase: "How to plan a week-long Devon coast walking holiday"
Booking phase: "Book your Cornish fishing village cottage experience"
Each type of content serves different search intents and guides potential customers through their decision-making process.
Leveraging emerging trends
Keep your travel content fresh by tapping into trends that genuinely resonate with modern travellers.
Solo travel and niche markets
Solo travel as a topic grew by 12% last year, and is forecast to grow a further 9% through 2025. If your business can cater to solo travellers, create specific content and packages that address their unique needs and concerns.
Consider adding dedicated sections on your website specifically for solo travellers. Share useful advice like safety tips or recommend single-friendly places to stay. Highlight activities ideal for solo exploration to further engage this expanding market segment.
Experience-focused content
Think immersive. Amp up your site with foodie festival guides, hiking trail showcases and event-focused content that covers everything from live gigs to celestial wonders. Modern travellers want experiences, not just destinations.
Create content that helps travellers envision their ideal holiday experience. Include practical planning information, insider tips, and authentic local perspectives that can't be found on generic travel sites.
Making it work for your business
The key to successful travel SEO isn't trying to compete with the giants on their own terms. Instead, focus on what you do best: providing genuine expertise, local knowledge and authentic experiences that travellers actually want.
If 2024 was the "death of SEO" for travel sites, 2025 is the rebirth of a new and improved SEO strategy that ditches over-optimisation for brand and experience-focused content that caters to the whole travel buyer's journey.
Your competitive advantage comes from authentic local knowledge and genuine connections with customers. You can offer experiences that bigger platforms simply can't replicate. Prioritise real customer needs, and search engines will reward your authenticity with better visibility and higher-quality traffic.
The path forward
Travel SEO success in 2025 requires balancing technical expertise with genuine hospitality. Create digital experiences that reflect the quality and authenticity of your real-world offerings while making sure search engines of all types can find and understand your content. Start with your local expertise, build from there, and let your authentic voice guide your digital strategy.
