Google’s Advice for Travel Brands: Forget Generic Keywords, AI Can Read Your Photos

Travelers are increasingly using conversational AI to plan trips, but closer to booking, they often rely on traditional Google search and trusted websites.

“I’ll do that research on an LLM and then I’ll go back into normal Google — one, to verify what I’ve looked at, but also when I’m ready to convert,” said Jay Chauhan, Google’s industry head for travel in a wide-ranging discussion at the Skift Megatrends event in London Tuesday.  

That behavior is just one part of Google’s broader advice for travel brands, including to focus less on generic keywords and more on how AI interprets content — from images to reviews to user intent.

While conversational