Category Archives: Social Media

On the surface, it sounds productive. Stay visible on Social Media, keep the algorithms happy, show you’re active. But the truth is, posting without purpose is one of the fastest ways to waste time (and bore your followers or lose them!) with very little return.

Let’s bust this myth properly by looking at key aspects:

• The problem with just posting
• Why intention beats frequency
• You don't need to be everywhere
• What purposeful posting looks like, and
• A better framework to use

The Problem with “Just Posting”

When content is created simply to tick a box, it usually falls into one of these categories:

• A random scenic photo with no context
• A generic “Happy Monday!” post
• A last-minute deal thrown together without strategy
• Reposting someone else’s...

They’re probably not in your 2026 marketing plan. But they should be.

While most tourism businesses focus on websites, SEO, social and paid ads, two of the most influential platforms shaping AI-generated answers are Wikipedia and Reddit.

And as travellers increasingly ask ChatGPT, Gemini and other AI tools where to go and who to book with, these platforms are quietly influencing the results.

Welcome to the era of Generative Engine Optimisation (GEO).

Wikipedia Builds Credibility

Wikipedia is widely considered one of the most trusted data sources used by large language models. It provides structured, referenced information that AI tools rely on to define and validate businesses.

A strong Wikipedia presence helps AI understand:

• Who you are
• What type of...

Definition of a Search Engine

As AI and social media has evolved, “search engine” no longer just means Google. The definition of a search engine is now about how travellers find trust, inspiration, and the confidence to book. Whether that’s through a 30-second TikTok, a Google AI summary, or an AI chat conversation that builds their itinerary - search has become more conversational and human.

Today, “search” happens everywhere. And for tourism businesses, that means you need to know where your potential guests are looking. Let's have a look at where they are searching, and the typical behaviour of different generations.

Google’s Not Gone But It's Evolving

Google still dominates much of the discovery and booking process, but how people use it has evolved. With AI...

Tourism businesses should be on TikTok! The video footage and stories you can share are perfect for this platform with highly visual content that will inspire travellers! Gone are the days of needing to produce and direct professional style promo videos for social media - simply use a smart phone to gather footage and images, use the TikTok built in editors to add music, captions, text overlays and more!

All you need is a content plan to keep it going and use your team on the job to create the content! The main thing to remember with TikTok is to keep videos vertical for mobile (not the traditional horizontal format) 

TikTok Profile Page

Profile Picture

• Picture pixel size: 200 x 200 pixels 
• Aspect ratio 1:1
• Accepted file types: JPG, JPEG, PNG
• Maximum file size:...

The way people find information online is changing, and your content needs to adapt with it. AI-powered search tools like ChatGPT, Google’s AI Overviews, Gemini, and Perplexity are new ways for travellers to help them research travel options. Instead of scrolling through a list of links, they’re asking questions and getting neatly packaged answers, often before they’ve even seen your website. Check out more on this in our article about the Evolution of Content.

So what does this mean for your business? It means your digitial content has to work in new ways to be picked up by AI. Fortunately, the foundations are the same as good SEO, and allows you to think more like a human!

Here are 8 content tips that gets noticed in the age of AI search.

1. Answer Questions...

Big news from the digital world: Instagram content from Business accounts is now being indexed and displayed more prominently in Google search results. In other words, your Instagram photos, Reels, and posts have a much better chance of showing up when potential travellers are searching on Google.

For tourism businesses, this is another example of the evolution of content, and is a golden opportunity!

What’s Changed?

Until recently, your business content on Instagram lived and thrived inside the app, but it wasn’t always easy for Google to pick it up. Now, Google is giving public Instagram Business content more visibility in search results, meaning travellers don’t have to be logged into Instagram to stumble across your posts.

That means every public Instagram post is...