Travellers have not stopped searching – more of them have started asking. A question that once meant a dozen tabs of destination guides and hotel reviews is increasingly put to an AI assistant, which returns one synthesised answer and a short list of sources.
It is no longer only where a page ranks, but whether the brand is named in the answer at all.
We’re proud to announce that Giulia Lamponi, SEO Director at GA Agency, will be speaking at TTG Travel Experience 2026 in Rimini as part of the panel “From SEO to GEO: how to be found in the AI era” on 15th October.
She will share the stage with Marco Brusa, Marketing Technology Director at Publicis Media and Fabio Galetto Sales Leader at Google, in a discussion moderated by Francesco Ciuccarelli, Chief Innovation and Technology Officer at Alpitour World.
Giulia has worked in SEO for more than eight years, across agency and freelance roles in Italy, before joining GA Agency in 2023. As SEO Director, she leads international SEO and GEO work for brands in finance, food and wine, and tourism.
About the Event
TTG Travel Experience is Italy’s leading event for the promotion of global tourism. From 14th to 16th October 2026, it brings tourism boards, tour operators, travel agencies, airlines and hospitality businesses together at Rimini Expo Centre.
The panel sits in the Marketing & Sales programme. It will look at how searches are evolving, focusing on which content AI systems treat as authoritative and what role digital reputation, reviews and source quality now play. The focus is practical: how tour operators and agencies can strengthen their digital presence as the way travellers search and decide keeps shifting.
What changes when travellers plan with AI
Generative Engine Optimisation (GEO) is the practice of optimising a brand’s visibility, citation and recommendation rate inside generative AI surfaces such as ChatGPT, Gemini, Perplexity and Google’s AI Mode. Planning a trip is a chain of questions about where to go, when, where to stay and what to book. AI search engines also split each request into several sub-queries, a technique known as query fan-out, so a travel brand needs to be citable at several points in that chain.
Three things make this pressing for travel brands. AI answers draw on reviews, press and partner listings as much as on a brand’s own site, so inconsistent information across that footprint weakens visibility. Answers also differ by language and market, which means visibility has to be built country by country. And GEO builds on SEO: well-structured, consistent content is what AI systems can interpret and trust.
Our work with a leading European banking group shows this in practice. The project started by resolving historical content inconsistencies across international markets, then aligned the group’s bilingual corporate and ESG content with how AI engines synthesise financial information. The result was 46 additional citations in Google AI Overviews, more than 500,000 search impressions and over 3,000 highly qualified organic clicks. The lesson is consistent across sectors: brands with solid foundations are the ones AI rewards first.
Why TTG is the right room for this conversation
TTG brings together the people who decide how Italian and international travel is marketed. Many of them are asking the same question, and few have a clear answer yet.
Giulia will bring a practitioner’s view from GA’s SEO and GEO work across 18 languages. That means how visibility shifts from one market to the next, and which foundations AI systems reward first.
If you are at TTG, come and hear Giulia at the ASTOI Hub on 15th October at 2:30 pm.
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