How To Make Generative Engines (AI) Recommend Your Luxury Brand
By Hans Lagerweij
My previous posts covered finding UHNW clients and the "high-touch" art of closing them.
While we worked on SEO and "keywords", a new player entered the room: AI. Today, a customer doesn't just search Google; they ask an AI: "What is the most unique sustainable lodge in the Amazon?" If the AI doesn't mention you, you don't exist. This is called GEO (Generative Engine Optimization). The challenge is that the rules to win this new game are different from the SEO game. Below are some tips based on initial learnings, with a business case for an eco-lodge in the Amazon as a key example.
Own the facts (not just keywords)
AI wants clear, undeniable facts. Think of it this way: AI isn't reading your website like a person; it's scanning it for data points. The old way was trying to rank for "Luxury Amazon Travel" by repeating it many times. The new GEO way is by clearly stating: "Cuyabeno Lodge was established in 1988 as the first eco-lodge in the reserve. We are the only lodge located on a private island in Laguna Grande."
Put your most unique and factual selling points in a short, clear box at the top of your main pages. This makes it easy for AI to grab!
Answer their questions (directly)
Customers, and the AI they use, ask very specific questions. If your website directly answers those questions, the AI will use your answer. The old way was having a page called "Our Tours." The new GEO way is to change your page title to: "What does a 4-day all-inclusive tour at Cuyabeno Lodge include?"
Turn your website headings and FAQs into full questions. Then, give the clearest, shortest answer right away.
Master the "Trust System" (E-E-A-T)
Search engines use a specific grading system called E-E-A-T to decide if you are worth recommending to a customer.
Experience: AI looks for first-hand proof. Use phrases like "In our 30 years of navigating the Amazon..." instead of generic descriptions.
Expertise: Who is talking? A blog post "By Admin" has zero value. A guide written "By our Head Naturalist with 15 years of field experience" tells the AI you are an authority.
Authoritativeness: This is your reputation. Are you mentioned in reputable travel journals or news sites?
Trust: Does your site have clear contact info, secure booking (HTTPS), and professional data and privacy policies?
Add expert bios to your articles and ensure your "About Us" page tells the story of your decades of experience.
Build your digital reputation (beyond links)
AI doesn't just look for website links anymore. It looks for how often your brand is mentioned—and by whom. Think of it as your brand's "digital word-of-mouth." The old way was getting another website to link to yours. The new way is being mentioned as "the most exclusive lodge" in a travel forum or a high-end review. These "mentions" tell AI you are a reputable entity. It is also valuable to encourage guests to mention your specific brand on trusted travel sites (TripAdvisor, Google Reviews).
Conclusion
GEO isn't about "tricking" a computer. It's about being so clear, so authoritative, and so trustworthy in your online presence that the AI feels confident recommending your luxury brand to its most discerning users. In the world of UHNW, reputation is everything. In the world of AI, a structured, verifiable digital reputation is the new gold.
Hans, originally from the Netherlands, holds an MBA from Erasmus University Rotterdam and an MA in Brand Management. His early career foundation was built in brand activation, development, and sales roles within the packaged consumer goods industry. He then transitioned to the travel and tourism sector, where he has a proven track record of leading, turning-around and growing businesses. His experience includes CEO and President roles at Quark Expeditions and Victory Cruise Lines as well as leading international businesses for Albatros Travel and serving as a Senior Vice President at Four Seasons. Hans now leads Flying Dutchman Consultancy, focusing on growth strategies. He is also a Non-Executive Director of ClickCore Strategies and a board advisor for several startups. His book “The Why Whisperer, how to motivate and align teams that get your strategy done” was released in May 2025
