AI Is Changing How Travelers Find Route 66 Businesses
AI-powered search is rapidly shifting how travelers plan trips. Here’s how Route 66 destinations, attractions, and businesses can maximize their AI strategy — and stay visible in the new travel economy.
Travelers Will Flock to Route 66 Next Year: Will They Find You?
Last week, I had the honor of attending the Route 66 Centennial Commission gathering in Albuquerque. For two days, participants collaborated and shared big ideas. Not just celebrating 100-year-old landmarks, but also sharing the new and ongoing experiences that continue to make Route 66 such a compelling journey.
Route 66 is About More than Nostalgia: It is a Powerful Economic Engine
Why does Route 66 matter – beyond nostalgia? The eight-state road trip stretching from Santa Monica to Chicago is a critical economic driver for local economies.
Route 66 generates more than $330 million in annual economic impact, according to the National Park Service, and it draws 2.5 million visitors each year. These numbers are only expected to grow during the Centennial celebration in 2026.
Marketing Matters for Destinations
During a two-hour listening session, participants brainstormed incredible ideas about building itineraries, telling local stories, and connecting travelers to authentic experiences – all in service of attracting more travelers to their section of Route 66.
But one crucial topic was missing from much of the conversation:
→ AI-powered search
Travelers Are Changing
While traditional marketing methods like print brochures are still valued, AI-powered search tools are becoming an equally important go-to for trip planning.
By 2026, traditional search engine volume is expected to drop 25%, while AI chatbots and other virtual agents will pick up the difference. (Source: Gartner)
Younger travelers are increasingly using AI tools like ChatGPT, Google Gemini, and Perplexity to discover destinations, build itineraries, and plan trips. But older demographics are quickly catching up.
Plus, as Route 66 attracts an outsized share of international travelers, AI tools will continue to gain market share with overseas visitors, due its ability to translate complicated information or regional jargon.
AI Search vs. Traditional Search (Google)
So what is the difference between AI-powered search and traditional search?
For one, AI is completely changing the way we find information.
- Traditional Search (Google): Once upon a time we relied on traditional search models (like Google), which lean heavily on keyword matching, paid ads, backlinks, and some technical knowledge. The results are often broad and much less tailored to an individual’s needs than search results powered by AI. Some search results can be so far afield, it may require scrolling through pages of content to find the “right” answers.
- AI-Powered Search: Enter AI-powered search, which delivers highly personalized, context-aware results by understanding what the user “intends” AI also allows users to quickly refine their queries. What does that mean? AI can quickly adjust results based on small refinements, like changing “motels along Route 66” to “motels with neon signs along Route 66.”
What’s Important to AI
Good SEO practices — like using proper headers, meta descriptions, fast page speeds — also matters to AI. But what AI doesn’t need is expensive strategies – to deliver results.
AI cares more about clarity, freshness, and humanity than technical perfection.
Clear, specific, and accessible content becomes more valuable than keyword stuffing
Current is currency and credibility is more important than SEO “hacks.”
Public-facing information (even without a full website!) can get discovered
With AI-powered search, destination marketers don’t have to outspend or out-tech their competitors. They just need to create a plan that includes, clear, helpful and findable content.
How to Get Ready for AI-Powered Search
Preparing for AI-powered search means creating clear, accurate, and findable online information.
To stay visible in AI-driven results, Route 66 destinations, businesses, and attractions should:
- Set up an online home base, even without a full website
- Create and regularly post updates to helpful content
- Write clear, specific descriptions that highlight unique offerings
- Build an FAQ page that answers common traveler questions
- Optimize images and event listings for AI discovery
Following these simple steps makes your business easier to “find” by AI systems.
Create a “Findable” Home Base (Even If You Don’t Have a Website)
Who needs a website anymore? You don’t need a full-blown website (or a giant budget) to get discovered by AI tools.
Here are a few (of the many) ways you can build a web presence without spending a dime:
- Carrd: A one-page website tool, perfect for organizations short on time or budget
- Notion: A multi-purpose tool that belongs in every marketer’s toolkit. At its simplest, Notion is a brilliant a to-do list tool; at its most complex, it’s a robust, multi-user project management system. Most importantly, any Notion page can “go live” — allowing users to easily build and update a public list of places to visit on Route 66. No technical knowledge required.
- Canva: Perfect for marketers who want to create a more visually appealing website with professional-looking templates and visuals.
- Kit (formerly ConvertKit): Although not technically a website builder, Kit offers stand-alone pages that collect emails and connect directly into the email newsletter ecosystem. Not quite a website, but enough of a web presence to get noticed.
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Build a Simple Content Plan
AI can’t talk about you if it doesn’t know you exist. Your digital presence needs a content plan that factors in regular updates – at least once every few months. New content tells AI models to pay attention.
- Aim to update at least once a month. Commit to a regular schedule and block out writing time in your calendar
- Meaningful content matters more than writing quality or text quantity in the AI search world
Write Full, Clear, Specific Descriptions
Remember essay writing 101? Your content should also Include the basics (who, what, where, when and why).
Unlike essays, your content and listings should be short and human-sounding and explain exactly what you offer.
It is also important to include at least one distinct element that helps your location or destination differentiate itself. For example: Instead of “Historic lodging available,” say “A 1930s restored motel located along Route 66, just five minutes from Downtown Albuquerque, featuring original neon signs and updated amenities”
This specificity (and uniqueness) helps you get remembered by humans and also provide context for AI. This context increases the chances of appearing in results like “Best neon signs on Route 66.”
Finally, try to include at least one high-quality photo for each piece of content.
Bonus Tip: To realize an easy boost in search results, stop using generic image names like DSC0097.jpg and rather use descriptive ones such as “Restored-Route66-Motel-Catusa.jpg”
Start with Traveler FAQ
Even if you have zero time to create a content plan, at least commit to writing (and regular updating) a Route 66 FAQ page.
AI-driven systems like ChatGPT and Google’s AI tools thrive on question-based content because they were designed to answer specific user queries.
Incorporate questions travelers commonly ask about your destination or business. Also include broader questions people may ask about the entire route.
Check Out: To see a great FAQ page in action, check out (but don’t plagiarize), this Where Does Route 66 Start and End: Road Trip Planning Guide page, posted by Williams, Arizona. This page ranks high in search and AI because it takes a comprehensive approach to FAQ rather than just focusing on locally related Q&A.
Content Ideas
Need ideas on what to post or add to your AI-friendly pages? Here’s a starter list you can use right away:
- Top 5 Places for [Pie, Milkshakes, etc.] on Route 66 near ([Your Region] Stretch)
- Secret (or Haunted) Route 66 History You Shouldn’t Miss
- How Long Does it Take to Drive Route 66 in [Your Region]?
- Family-Friendly Events Along Route 66 This Summer
- Original Route 66 Buildings in [Your Region].
- Route 66 Then and Now: New Destinations/Attractions Making Their Mark
- Meet the Makers: Local Artists Keeping Route 66 Alive
Each of these topics adds helpful content to the AI ecosystem, which increases your chances of appearing Route 66-related AI searches.
Boost Your AI Visibility With Updated Event Listings
As the Centennial approaches, it’s crucial to get your events and festivals in front of as many travelers as possible.
Start by listing your events on local event calendars. But don’t forget to post on platforms like Eventbrite (free for non-ticketed events). You can also check with local tourism sites, chambers of commerce, and arts councils to see if they have public events calendars.
Every listing is another breadcrumb AI can follow — helping AI send travelers your events way without ever searching for them.
Bonus Tip: In addition to calendar listings, many DMOs accept community and member blog submissions. Consider submitting Centennial articles and remember to guide your content ideas through the lens of traveler FAQ.
Use Google Tools to Expand AI Visibility for Search
Google’s suite of free tools can also help boost online and AI visibility.
Google My Business (GMB)
A fully optimized Google Business Profile helps destinations appear in local search results and on Google Maps, making it a key player for AI-driven recommendations. You can post event and festival information, as well as other updates, on your Business Profile free of charge.
Publish Mini-Guides as a Google Local Guide
Google encourages Local Guides to create short lists or mini-guides, like “Top Diners Along Route 66” or “Best Photo Stops in Arizona’s Stretch of Route 66.” These mini-guides are an excellent alternative to an heavy blogging schedule, as they increasingly surface in search results and are cited in AI summaries. Just don’t forget the content rules: who, what, where, when and why, plus one distinctive feature.
Create a Public Google Doc
No website? No problem. Create a public Google Doc filled with valuable information. Destination guides, historical facts, or event details are all possibilities here. Google indexes Docs (set to public), which improves the chances of them appearing in relevant AI search results.
Check Out: This Route 66 by Motorcycle Google Doc appears widely in search and AI results.
Create a Public Google Calendar
Set up a public Google Calendar to share Route 66 and community events. AI and search both index public Google calendars.
AI Image Search: Another Opportunity for Route 66 Travel Marketing
Never underestimate the power of Google Image Search.
Route 66 is known for its visually iconic landmarks, and countless photo opportunities attract travelers. AI image recognition has opened a new avenue for travel marketing along the highway.
AI can identify landmarks, signs, and iconic buildings from photos, and travelers are increasingly using visual search to find these spots—just like asking, “What is this building?” while showing a photo.
To take advantage of AI image search, ensure your visual content is optimized:
- Use descriptive filenames for images (e.g., route-66-motel-neon-sign.jpg instead of img001.jpg).
- Use alt tags to include descriptive text; identify locations in captions or alt text (e.g., “This neon sign marks the famous Route 66 Motel in Tucumcari, New Mexico”).
- Tag images appropriately when posting online (e.g., #Route66Motel #NeonSigns #HistoricRoute66).
Consider creating a “visual bucket list” or “photo guide to <destination>” of photo spots along your section of Route 66.
Six Additional AI-Building Strategies
Pitch Local Media an Economic Impact Story About Route 66
Local publications and business journals love stories about economic benefits to the community. Sharing this story has two benefits: raising local awareness about the importance of Route 66 and creating media links that AI systems value.
AI systems use media mentions — even from smaller outlets — as a form of digital proof that you or your destination is trustworthy. Over time, this builds your visibility in search results.
Bonus Tip: Larger publications often monitor smaller outlets for story ideas, so your local feature could be picked up by bigger platforms, dramatically expanding your reach.
Check Out: Use the National Park Service’s Route 66 Economic Impact Study as a starting point for the data in your press release.
Use Google Alerts to Track Media Coverage
Set up a Google News alerts to follow terms like “Route 66 Travel,” “Route 66 Centennial,” or “Route 66 [Your Destination]”
Google will send you regular emails listing the most recent news and travel articles talking about these topics. This helps you track what’s being written about Route 66 and it helps you identify journalists covering these stories
When you see relevant coverage, reach out to these writers with your own story ideas
Follow r/Route66 on Reddit
Public Q&A directories like Quora and Reddit are a great for consumers to go when they have questions. That includes questions about traveling Route 66. Posting responses to questions with links back to your sources can help keep your content current and relevant. Check that you have permission first, each forum has different rules about posting links.
Check Out: Reddit’s r/Route66 has more than 5,000 members and is listed among the top ten percent of all Reddit sites.
Recent posts/questions include:
- I’m starting my solo Route 66 journey via motorcycle on 5/2 starting in Chicago. Any places to avoid or not stay the night?
- What’s your favorite souvenir from shops along Route 66?
- What are your favorite sight-seeing stops, food locations, or weird things along Route 66?
- If you did Route 66 and could only do or see 5 things along the way, what would they be?
Submit Your Listings to Popular Travel Discovery Sites
Travel media sites like Only In Your State and Atlas Obscura post content about highly unique, historic, or just plain weird destinations.
These trusted sites are frequently referenced by AI systems, so a link back to your page can significantly increase your visibility. Share your most interesting stories — whether they involve architecture, ghosts, celebrity stays, or forgotten history
Love Maps? Start an Interactive GIS Map for Route 66
Create an interactive GIS (Geographic Information System) map to showcase key Route 66 attractions, events, and hidden gems. This dynamic tool provides a user-friendly experience while highlighting your destination. It’s a great way to engage visitors and enhance discoverability, especially with AI search tools that prioritize interactive and location-based content.
Bonus Tip: Many third-party apps scrape Google and GIS maps for travel ideas, which can extend your visibility beyond SEO and AI.
Check Out: The National Trust for Historic Preservation’s ROUTE 66 REMAP, a StoryMap series that explores the evolution of Route 66 through maps and place-based data.
Explore a Partnership with the National Trust for Historic Preservation
Speaking of the National Trust, another one of their partners is Google Arts & Culture. Securing backlinks from these or other authoritative sources can help increase your visibility in AI-based search engines.
Check Out: This Route 66 partnership map between NHT and Google Arts & Culture. There there may be room for inclusion (or new opportunities) as attention for the Centennial increases.
Bonus Tip: Backlinks from trusted sites are incredibly important in SEO and search results, which means these backlinks also matter for AI-powered search. Especially look for partnership opportunities with .gov, .org, .edu, and media sites.
Bonus Strategy: Cross-Route Promotion Networks
Consider cross-promoting with other Route 66 businesses.
A cross-promotion approach creates a “recommendation network” that AI systems recognize as particularly valuable.
What’s more, committing to cross-sharing content helps hold you accountable when it comes time to fulfill your content production deadlines.
Consider cross-promoting with:
- Similar-type business connections: Connect hotels with other hotels, diners with other diners, or attractions with other attractions along the route. For example, historic motels in Oklahoma could recommend historic motels in New Mexico, creating a themed journey.
- The Road Ahead Partnership: Partner with Road Ahead businesses, especially those 150-200 miles down the road (approximately a day’s drive). This context suggests a logical next stop, which AI could adopt into their learning models.
- Create themed “trails”: Develop and promote sub-themes along Route 66 (ex: “Route 66 Neon Signs Trail” or “Historic Gas Station Trail”) that connect your business with similar businesses across state lines.
- Share testimonials: Exchange customer testimonials with complementary businesses in other states.
You Don’t Have to Be Everywhere. You Just Have to Be Findable
Preparing for AI-driven search doesn’t mean abandoning everything you already know about hospitality marketing.
It simply means taking a few strategic steps now to ensure your organization is easy to discover, easy to understand, and easy to love — regardless of how travelers are searching for information.
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