I worked with a villa rental website in Spain on the foundations that decide whether a travel brand gets found at all: a clear position in its market, and a content strategy built around the exact things its ideal customers search for. The work set the brand up to be discovered by the right travellers rather than competing for attention it could not win.
The situation
The business had a distinctive offer but faced the challenge every smaller travel brand knows well. The market is crowded, the large online travel agencies and directory sites dominate the broad searches, and a smaller brand can pour effort into content that never reaches anyone because it is aimed at terms it will never rank for, or at travellers who were never going to book.
The commercial problem
The question was not "how do we make more content". It was "how do we make the right content, aimed at the right traveller, around the searches where we can actually win". Getting that wrong is how small travel brands waste months of effort. Getting it right is how they build visibility that compounds.
What I did
I provided the acquisition, positioning and content strategy for the brand.
The positioning work came first, because content without a clear position is just noise. I helped define what the brand stood for and who it was genuinely the right choice for, so that everything downstream had a clear target rather than trying to appeal to everyone.
From there, the content strategy was built around search intent: identifying the specific, winnable searches that the brand's ideal customers actually make, and planning content to own those rather than chasing broad, high-competition terms dominated by the big platforms. The aim was a body of content that did real work, bringing in the right travellers at the point where they were choosing where and how to book, rather than content that looked busy but delivered nothing.
What changed
The engagement was a strategy build rather than a long-run execution, so the value was in the foundation it set: a defined position, a clear picture of the ideal customer, and a content plan aimed squarely at the searches that would bring those customers in. That is the groundwork that makes every later marketing pound work harder, because it points effort at winnable ground instead of spreading it thin.
What another business can learn
This work is a clear example of the principle that now governs AI visibility: being found is not about producing the most content, it is about being unmistakably the right answer for a specific kind of traveller and a specific kind of search.
AI assistants recommend brands whose positioning is clear and whose presence is built around what real travellers ask. A brand with a sharp position and content aimed at genuine customer intent is exactly what an assistant can understand, trust and recommend. A brand that is vague, or that has scattered its effort across terms it will never own, is far harder for an assistant to place. The strategic discipline that set this brand up to be found in search is the same discipline that decides whether a travel brand is named by AI today.
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