Hi Reader,

Something happened on LinkedIn last week.

I shared my AI visibility data from Searchable (affiliate link), and the comments and DMs haven't stopped.

Turns out, a lot of people in the travel space either had no idea people are searching differently now, or they've been curious and are now ready to look into it.

Instead of typing a few keywords into Ecosia or Google and clicking links of self-promoted websites, more and more people are asking AI tools like Perplexity, Claude, Mistral, or ChatGPT (placing ChatGPT at the end for political reasons) a direct question and reading the answer it generates.

They don't 'search' in that sense anymore. They think out loud with it.

"Find me a conservation travel operator in the Scottish Highlands that works with local communities."
"Which eco-lodges in Costa Rica actually fund habitat restoration?"
"Where can I travel that directly supports indigenous land protection?"

Those are real questions people are typing into AI right now.

Your website, your articles, your stories from the field? They can be part of the answer AI generates. Or not.

This is what's changing for you specifically.

The conscious traveler has always done their research

They read reviews, dig into your about page, check who benefits locally. That hasn't changed.

What's changed is where that research starts.

It used to start with Ecosia or Google. Now it starts with a conversation with an AI. And that AI is pulling its answers from content that exists online, content that clearly, specifically, and consistently says what you do, where, and who benefits.

Vague sustainability language doesn't make the cut. "We care about the environment" or "We support local communities" tells AI nothing. Neither does it tell the traveler anything they can trust.

The travel brands showing up in AI search right now are the ones who have been writing with specificity for a while. The community partners named. The hectares restored. The species returning. The local guides credited.

That's not marketing copy. That's evidence. And AI reads evidence.

The gap most responsible travel brands have right now

Your work is real. Your impact is documented somewhere, in grant reports, in field notes, in conversations with guests who came back.

It's just not on your website in a form AI can find and cite.

That gap is costing you visibility with the exact traveler who would book without haggling on price, stay longer, come back, and tell ten people.

Here's what I'm working on

I've been using Searchable (affiliate link) to track my own AI visibility, and what it shows is genuinely eye-opening. Where I'm being cited, what topics AI associates me with, where my competitors are showing up instead of me, and which content gaps and technical website issues are quietly costing me visibility.

I want to walk you through this live.

I'm putting together a free training on AI search visibility, what it means for your bookings and brand recognition, how to use Searchable to find your gaps, and what to actually do about them without turning your content into robot food.

You don't need to know every technical detail. You need to know enough to not be invisible to the traveler who is already looking for exactly what you offer.

If you want to make sure you don't miss it, go to this LinkedIn post and leave a comment. I'll reach out to you personally when the training is ready.

(Some of you miss emails. I don't want that to happen with this one.)

In service of nature,
Jessica