AEO for Tourism: How to Make Your Destination the Answer in AI Search?
AI search has transformed the world of organic traffic. But how can you get...
Peter Sawicki SEO Expert
Destination SEO Strategist for Travel & Tourism
I'm an SEO consultant specialising in tourism and travel. Over the past decade, I've worked with hotels, tour operators, DMOs, OTAs, and experience brands across Europe, Latin America, Asia, and North America. Helping them grow organic visibility, reduce dependency on paid channels, and turn search traffic into direct bookings.
10+ Years of SEO. Real Results.
I've worked across every corner of the travel industry. From single-property hotels to large destination marketing organisations, so I know what works at every scale.
The Engineer Behind the Strategy
My background in computer science means I go deeper than most consultants. From crawl architecture to rendering issues, I fix what others miss.
Brands I Have Worked With
How I Actually Work?
How I Take Tourism Brands From Search to Booking?
Every engagement starts the same way - with an honest look at where you stand. From there, I build a strategy around what your specific market needs, execute it hands-on, and track what actually matters: visibility that leads to bookings.
How I Can Help You Grow?
What I Believe About Tourism SEO?
Tourism SEO is complex, competitive, and endlessly interesting. Every service I offer, every strategy I build, is shaped by one question: how do travellers search, and how do I make sure my client is there when they do.
Technical SEO is not optional – it’s the foundation.
Most travel sites have great content that nobody finds. Not because of bad keywords, but because the site is too slow, too broken, or too confusing for Google to crawl. I fix the foundation before anything else.
Content without structure is just noise.
Publishing blog posts about “top 10 destinations” won’t rank. Tourism SEO requires a deliberate content architecture built around how travellers actually move through the booking journey. From inspiration to comparison to booking.
AI search is not the future – it’s already here.
Tourism brands that aren’t optimising for ChatGPT, Perplexity, and Google AI Overviews are leaving a growing share of traveller attention on the table. The brands that invest in structured, authoritative content now will own those results for years.
Rankings mean nothing without bookings.
I don’t optimise for traffic. I optimise for the kind of traffic that converts. Travellers with real intent, at the right stage of the journey, landing on pages built to close. Traffic is vanity, bookings are reality.
Results, in Their Own Words
Sarah M.
Boutique Hotel Owner, Costa Rica
"From Invisible to Fully Booked"
"Peter completely transformed our online visibility. Within a few months we were ranking for terms we never thought we could compete for, and direct bookings increased noticeably. The whole process was transparent and he always explained what he was doing and why.
Robert Mitchell
Marketing Director at Valde Media
"SEO Manager Clients Always Asked For"
"We brought Peter in to lead SEO operations for several of our clients and the results were outstanding. He managed the team with a clear strategic vision, kept clients informed at every stage, and delivered rankings that genuinely moved the needle on revenue.
David Mercer
Manager, Costa Rica Divers
"From Zero to #1 Booking Channel"
"We partnered with Peter from day one. Before we had a website, visibility, or a single organic booking. His job was to build our entire digital presence from scratch: SEO strategy, content, conversion funnels, the whole thing. It took a lot of hard work, but it paid off.
Case Study
From Zero Online Presence to #1 Booking Channel in Two Months
Total Clicks
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K
Total Impressions
0
K
Average CTR
0
%
- Organic as the primary booking channel
- Zero OTA dependency from day one
- Full search visibility before the first paid ad
Costa Rica Divers had no website, no brand, and no search visibility.
Costa Rica Divers is the clearest example of what I do and how I think. No existing website, no brand, no search footprint. Just a great service and an empty results page. I built everything from scratch: site architecture, content strategy, booking funnels, technical SEO, and multilingual setup across three languages.
Visible results of the SEO strategy within two months.
Within two months the site hit 300,000 search impressions. Organic search became the number one booking channel, ahead of social media, walk-ins, and referrals combined. Zero OTA dependency from day one.
The tourism SEO specialist you need.
What made it work wasn't a template or a checklist. It was understanding exactly how travellers search for dive experiences, and building every page around that intent.
Who I Work With and Why It Matters?
Every segment of tourism searches differently. A DMO competes against aggregators. A dive centre competes against experience platforms. A yacht charter company barely shows up in organic search at all. I've worked across all of them, and that breadth is what makes the difference.
Destination Marketing Organizations
DMO’s compete against the very platforms that list their attractions. I help DMOs reclaim authority in search, becoming the definitive source for travellers researching where to go, what to do, and how to get there. When someone asks Google or an AI about your destination, you should be the answer.
Hotels & Resorts
Every direct booking saved from OTA commission is revenue reclaimed. I help hotels and resorts build organic search presence that reduces dependency on third-party platforms, bringing more guests directly to your booking engine at a fraction of the acquisition cost. Less Booking.com. More margin.
Tour Operators & Travel Agencies
Travellers search for experiences long before they search for operators. I help tour operators and travel agencies appear where the decision is made - during the research phase, when someone is comparing options for their trip. When they're ready to book, your brand will be already the trusted answer.
Dive Centres & Water Sports
This is where my story starts. I built the entire digital presence of a dive centre from scratch – branding, content, SEO, and booking funnel, turning it into the number one customer touchpoint for the business, outperforming social media, walk-ins, and referrals combined. I know this segment from the inside.
Cruise & Yacht Companies
Cruise and yacht businesses operate in one of the highest-value segments of tourism and one of the most underserved from an SEO perspective. Most competitors rely on brokers and listing platforms. I help cruise lines, yacht charter companies, and liveaboard operators build direct organic visibility.
Adventure & Outdoor Brands
Travellers looking for ski resorts, safari operators, or rafting experiences search with high intent and very specific queries. I help adventure and outdoor brands capture that traffic directly, building content and technical foundations that turn search visibility into enquiries and bookings.
Got Questions? Here Are the Honest Answers.
Tourism SEO is a discipline and working with the right person matters. These are the questions clients ask most before we start. Answered directly, without the agency spin.
Do you guarantee results within a specific timeframe?
No, and anyone who does is making a promise they can’t keep. SEO depends on too many variables: your market’s competitiveness, your site’s current state, how quickly changes get implemented, and how Google responds. What I can guarantee is a clear strategy built on proven principles, honest priorities, and transparent communication about what’s realistic for your specific situation.
Can our cooperation be covered by a Non-Disclosure Agreement?
Absolutely. It’s standard practice for every engagement. Confidentiality is something I take seriously on both sides. In fact, some of the results I’m most proud of are ones I can’t share publicly, precisely because they’re covered by a Non-Disclosure Agreement.
Can you help if my site was hit by a Google penalty?
Yes, but I want to be upfront about what that process looks like. Penalty recovery is one of the most delicate and complex areas of SEO. It starts with a thorough diagnosis to understand exactly what triggered the penalty. Each case requires a different approach, and the work involved can be extensive. The timeline is unpredictable, with no guarantee that full rankings will be restored. I’ll always give you an honest assessment of where you stand before we commit to anything.
How is working with you different from hiring an SEO agency?
You work directly with me, not an account manager passing work to a junior team. Every decision, every recommendation, and every piece of work comes from one person with over 10 years of hands-on SEO experience. I’ve worked across markets in Europe, Latin America, Asia, and North America. I understand how search behaviour, competition, and traveller intent differ from one market to another. When you hire an agency, you get a team. When you work with me, you get focus.
News & Blogs
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Tourism SEO Consultant.
One Specialist. One Industry.
I’m an SEO consultant specializing in tourism and travel. Helping hotels, tour operators, destinations, and experience brands grow direct bookings through organic search. My work covers technical SEO, content strategy, and visibility across traditional and AI-driven search platforms.
SEO for Tourism
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