Multilingual destination pages: being readable by Google and AI engines for a travel company

Implementation example. This scenario describes a request we receive in this form. It is not a project delivered to a named client, and no results are claimed.

The context

A travel company (tour operator, accommodation network, transportation provider or tourism office) showcases dozens of destinations on its website, in several languages. These pages need to inspire, inform and lead to a booking or an inquiry.

The marketing team handles the website, social media, campaigns and partners all at once. The content was written at different times, by different people, sometimes by an agency. The translations were ordered in one go and rarely updated.

The day-to-day problem

The destination pages all look alike: a paragraph setting the mood, a few photos, a button. They do not answer the questions travelers ask themselves: when to go, how long to stay, how to get there, what to do with kids, what budget to plan for.

Travelers now ask these questions to ChatGPT, Perplexity or Gemini as much as to Google. The answers cite blogs, guidebooks or competitors, rarely the brand's website. The English, German or Spanish versions lag behind the French version: opening hours, offers or terms that have changed.

What the brand wants

“I want our pages to really answer travelers' questions, in their language, to be up to date, and to give us a chance of being cited when someone asks an AI for advice.”

The solution, step by step

1. Measure the starting point. We query the main AI engines with typical traveler questions about each priority destination, in each language, and note which sources are cited. We also record rankings and queries in Google Search Console.

2. Gather the real questions. We collect the questions asked to customer service, in reviews, in emails, in on-site searches and in Search Console. They are grouped by destination and by type of traveler.

3. Build a base of verified information. For each destination: access, seasons, recommended length of stay, activities, offer terms, practical information. This information comes from the product teams and partners, with an update date. It is the only source used for writing.

4. Write structured pages. The AI writes each page from the base: an introduction, clear answers to the main questions, practical information, an FAQ and related offers. The text is broken into self-contained blocks, which helps readers and engines alike. Structured data (destination, FAQ, offers) is added to the page code.

5. Adapt each language. Pages are adapted for each language, not translated word for word: a German traveler's questions are not those of a French traveler. A person fluent in the language reviews before publication. The versions are linked to one another so that Google displays the right language.

6. Keep pages up to date. When a piece of information changes in the base (opening hours, offer, terms), the affected pages are flagged and regenerated in every language, then reviewed.

7. Track visibility. The same questions are asked to the AI engines again each month, and the cited sources are compared with the starting measurement.

What the AI does, what the brand does

The AI analyzes the questions, writes, adapts for each language and flags pages that need updating. The brand provides and validates the information, reviews each language and decides on priority destinations.

The data and access required

access to Search Console and the site's analytics tool;
frequently asked questions from customer service and reviews;
product information for each destination;
access to the CMS for publishing;
one reviewer per language.

The project timeline

Weeks 1 and 2: assessment. Measurement of visibility on AI engines and in Google, analysis of pages and questions. This is the format of our GEO audit (8 to 10 days).
Weeks 3 and 4: base and template. Information base for priority destinations, page template, structured data.
Weeks 5 and 6: production. Writing and adaptation of priority pages, review, publication.
Then: follow-up. Monthly measurement, expansion to other destinations, updates.

The deliverables

a baseline measurement of visibility on AI engines and in Google;
a base of verified information for each destination;
a destination page template with structured data;
the priority destination pages in each language;
a monthly tracking dashboard;
an update procedure.

The metrics to track

the share of typical questions for which the site is cited by AI engines;
impressions, clicks and rankings in Google, by language;
traffic and booking or contact requests from destination pages;
the average age of published information.

These metrics are recorded at the start, then tracked monthly. No results are promised: no one controls what AI engines cite.

Limitations and prerequisites

A page will not be cited just because it is optimized: it has to provide a clearer and more reliable answer than other sources.
Practical information must be accurate and dated; an error in opening hours or a price costs more than a missing page.
Without a reviewer for each language, we do not publish.
The effects are measured over several months.

Indicative budget

The assessment corresponds to our GEO audit, from €1,000 excl. VAT. The next phases are quoted on request, depending on the number of destinations and languages.

Frequently asked questions

What is GEO? It is the work aimed at being cited in the answers of AI engines such as ChatGPT, Perplexity or Gemini, alongside search engine optimization on Google.

Can you guarantee being cited by ChatGPT? No. We can measure, improve the clarity and reliability of pages, and track how things change.

Do we need to rewrite the entire site? No. We start with the destinations that matter most to the business.

Does the AI translate the pages? It adapts them for each language from the information base, then a person reviews each version.

What next?

If your destination pages do not answer travelers' questions or are never cited by AI engines, the GEO audit lets you measure in 8 to 10 days where you stand and which pages to start with.

Client challenge