Paris isn’t often short of a grand announcement. Still, this week it was the travel-technology crowd leaning in as Travelsoft, a name long sewn into the fabric of global tourism software, revealed what it hopes will be the industry’s next compass point: AI Search for Tourism.
Unveiled on 25 November 2025, the new platform arrives at a time when the old rulebook of traffic acquisition is losing its authority. As organic SEO steadily cedes ground to Search Generative Experience (SGE), travel companies have been left wondering how to stay visible, relevant and, frankly, within reach of the modern traveller.
Travelsoft’s answer is both sweeping and ambitious, a modular, multilingual, globally adaptable AI suite designed not for idle experimentation but to push the travel sector from curiosity to measurable commercial outcomes.
A reshaping of how travellers search, browse and book
The company says AI Search for Tourism gives travel players the missing link: a way to make their offers, itineraries, tours and content truly searchable through real-time AI queries.
In plain terms, it’s an attempt to ensure the future traveller, the one who speaks to machines instead of typing keywords into a box, actually finds what a brand has to offer.
The platform lets tourism businesses plug their core operations directly into AI systems, transforming all that siloed, unloved data into structured, enriched and, crucially, valuable intelligence. This means destination updates that stay current, hotel pages that stop gathering dust, and product descriptions that don’t feel like they were written in a hurry before a long weekend.
From static content to enriched intelligence
A standout feature is Travelsoft’s content engine, which feeds the AI with clean, semantically rich material tailored for both GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation), the next frontiers of visibility as consumers increasingly rely on generative, conversational search.
Hotel pages, activity listings, destination guides, and product descriptions are standardised, rewritten, enriched, and validated by a hybrid process that blends advanced AI models with human oversight.
The company says clients are now reporting up to 85% savings in editorial production time, along with noticeably sharper relevance in what end-users see.
For the teams charged with producing travel content day in, day out, that’s the difference between constantly chasing their tails and finally getting ahead of demand.
Preparing for the post-SEO era
If all this sounds like a lifeline thrown to travel marketers who’ve watched SEO traffic erode month after month — well, that’s not far off the mark. The industry has felt the shift coming. Google’s own public documentation on SGE hints at a future where AI-generated answers take centre stage, and traditional web listings become supporting acts rather than headliners.
Authorities such as the OECD, the WTTC, and technology analysts have issued the same warning: businesses that fail to adapt to AI-centric discoverability risk becoming invisible to tomorrow’s traveller.
Travelsoft’s goal is to make sure the travel sector doesn’t wander blindly into that future.
“From curiosity to concrete impact”
Travelsoft Founder & CEO Christian Sabbagh cut straight to the point during the launch:
“Artificial intelligence is reshaping how travellers search, book, and experience their journeys. The industry needs a structured, and trustworthy path to adopt AI at scale. With Travelsoft AI Search for tourism, we are enabling travel companies to transform raw data into real value. Our goal is simple: help every travel business move from curiosity to concrete impact.”
The message lands with the clarity of someone who knows the industry has had enough of lofty promises. It wants tools, structure, and a way to make sense of the digital upheaval already at its doorstep.
Built for every kind of travel business
One of the platform’s more refreshing traits is that it is not exclusive to big players.
It is designed for all travel companies, from global tour operators and DMCs to boutique hotels, niche tourism bodies, OTAs and even non-merchant players who need their content to surface in AI-driven environments.
The toolset is modular, allowing companies to adopt it gradually or go all-in based on their business goals. Custom development support and technical integration services round out the offer, ensuring businesses don’t just buy AI, they actually learn to use it.
Giving teams more time to do what matters
For all its technical depth, the heart of the launch is human. When editorial teams can slash production times, when product managers get cleaner data, and when travel advisors are equipped with richer insights, the entire customer journey improves.
Less time fiddling with content systems, more time serving travellers. A simple promise, but one the tourism sector has been crying out for.
A turning point arrives – quietly, but decisively.
Travelsoft is now positioning AI Search for Tourism as the infrastructure the industry needs to survive the shift from keyword-led discovery to intent-based, conversational search. And while the launch didn’t come wrapped in fireworks, it represented something more enduring: a marker in the sand.
Whether travel companies are ready or not, the AI wave isn’t waiting. Travelsoft is betting that with the right tools, they won’t just stay afloat, they’ll start charting the course.
By Christine Nguyen – (c) 2025
Read Time: 5 minutes
About the Writer
Christine’s journey is one of quiet courage and unmistakable grace. Arriving in Australia as a young refugee from Vietnam, she built a new life in Sydney brick by brick, armed with little more than hope, family, and a fierce curiosity about the wider world. She studied Tourism at TAFE and found her calling in inbound travel, working with one of Sydney’s leading Destination Management Companies—where she delighted in showing visitors the real Australia, the one beyond postcards and clichés.
Years later, when the call of the sea and a gentler pace of life grew stronger, Christine and her family made their own great escape. She turned her creative hand to designing travel brochures and writing blogs, discovering that storytelling was as natural to her as breathing. Today, she brings that same warmth and worldly insight to Global Travel Media, telling stories that remind us why we travel in the first place.
