How artificial intelligence is changing the way we travel and position ourselves online
SEO is not dead, but it must evolve
For years, SEO has been the key to reaching travelers online. Today, with the rise of artificial intelligence, many believe it is outdated. But Tripadvisor CEO Matt Goldberg sees it differently: “The same skills that allow you to be crawled and cited by search engines remain fundamental for AI as well.”
In other words, SEO is not disappearing: it becomes the foundation for generative optimization and the ability to stand out in zero-click searches.
The revolution of AI-first search
AI is transforming travel from the inspiration phase to booking. Tripadvisor is focusing on:
- the strength of its brand, still the most trusted among travel platforms;
- the quality of content created by real travelers;
- the ability to attract users directly to Tripadvisor, Viator, and TheFork without relying solely on Google.
Goldberg highlights that traffic from generative search optimization is growing exponentially, with more motivated users and higher conversion rates.
Partnerships: the engine of change
Tripadvisor is not facing this challenge alone. Strategic partnerships have become the core of its approach.
“Every partnership is a learning agenda,” says Goldberg. The company is ready to be flexible: it may involve licensing deals, revenue sharing, or creating entirely new AI-driven experiences.
In the last six months, Tripadvisor has signed five agreements with major AI companies, including OpenAI, confirming itself as one of the most sought-after partners by LLM (Large Language Model) companies.
AI integration in travel services
Since 2023, with the integration of OpenAI, Tripadvisor has launched its AI-generated trip planning summaries. The results quickly followed:
- users who use these tools return more frequently;
- those who build an AI itinerary generate three times more revenue than average members.
The lesson is clear: AI not only makes planning easier, but also boosts engagement and profitability.
Authenticity as a strategic asset
Despite the rise of AI, Tripadvisor remains true to its DNA: authentic reviews. Goldberg stresses that the future will never be dominated by artificial reviews, but by the genuine voices of travelers.
For this reason, the company will invest in making it even easier to leave feedback and real opinions. It is a stable, renewable, and lasting content asset that guarantees credibility in a world where AI can generate anything.
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