Goldberg says SEO is becoming less central as AI-driven search changes how people find travel content. Trusted brands, real traveler reviews, and content that can be cited by AI models will win. Tripadvisor is combining its SEO heritage with AI partnerships (like with Perplexity, OpenAI) and leaning into user-generated content. It’s preparing for “zero-click” discovery, where answers — not links — matter. He sees voice, images, and multimodal formats as part of the shift, and believes travel brands must adapt fast or fall behind.
