#PhocuswrightEurope2025, #Propellic, #TravelMarketing, #AIDiscoverability, #SEOStrategy,
#TravelTech, #DigitalTourism, #BrennenBliss, #SmartTravel, #GlobalSearchAwards
In an exclusive interview during Phocuswright Europe in Barcelona, Brennen Bliss, Founder and CEO of Propellic, a leading travel and tourism marketing firm, shared his forward-looking insights on the evolution of travel marketing and how AI is redefining discoverability in the industry. Speaking passionately at the conference, Bliss emphasized that today's travel marketing must align with the shifting behavior of travelers—especially in how they search, plan, and book.
According to Bliss, one of the most transformative developments in travel marketing is the growing influence of AI interfaces in travel discovery. Unlike traditional web searches or social media, today’s consumers often rely on tools like ChatGPT, Claude, and Google’s AI Overviews. This new trend calls for brands to rethink their content strategies and technical configurations to remain discoverable across AI-driven platforms.
Bliss explained that many travel brands are still unknowingly blocking AI crawlers—such as OpenAI and Google bots—by misconfiguring their robots.txt files. "One of the first steps to visibility in AI results is simply allowing your content to be accessed," he said. He noted that many companies, in fear of having their content used without credit, have cut themselves off from this new traffic source. Reversing that trend is now critical.
Under Bliss’s leadership, Propellic recently won the Global Search Awards 2024 for its successful SEO campaign with Captain Experiences, a niche online travel agency specializing in fishing charters. By refining organic visibility and improving SEO strategy, Propellic significantly boosted the client’s revenue and user engagement. The campaign was recognized for its innovative, performance-driven approach to organic travel marketing.
Looking into the future, Bliss predicts that travel research will become hyper-personalized in ways previously unseen. With AI platforms learning user preferences and behaviors, the same destination query will yield different results for different users, based on past interactions. “It's not the same personalization the industry has been talking about for a decade—this is adaptive and intelligent personalization,” he explained.
This shift, he argues, demands a new strategy from travel brands: to prepare their content for semantic interpretation by AI, ensuring it’s structured, useful, and aligned with what today's tech-savvy travelers are seeking. From both paid advertising to organic SEO, adaptability is key to visibility.
Bliss also highlighted the importance of Phocuswright Europe as a vital gathering for innovation, learning, and connection. “It’s one of my favorite conferences—both in the US and here in Barcelona. The people, the insights, the content—it’s always worth being here,” he said.
With a keen eye on the future and a firm grasp on the mechanics of digital visibility, Brennen Bliss is positioning Propellic at the forefront of travel marketing transformation in the age of AI.
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