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Crews supported the teams atEvian Resort through a professional training program focused on GEO (Generative Engine Optimization), artificial intelligence and content creation.
Given that search engines are evolving rapidly and applications of generative AI are developing at a rapid pace, the goal of this training was to help marketing teams better understand the new rules of digital visibility and identify practical applications for their content and acquisition strategies.
These days, travelers no longer rely solely on Google for information. They also use:
This is also more commonly referred to as GSO (Global Search Optimization).
For tourism brands, this development represents a true paradigm shift.
It’s no longer just about appearing in traditional search results. It’s now about being cited, recommended, and used as a source in responses generated by artificial intelligence.
For a leading player like Evian Resort, whose reputation is built on excellence, customer experience, and the quality of its content, understanding these new dynamics has become a strategic priority.
The training session gave participants an opportunity to learn about the latest developments in search engine optimization in the age of artificial intelligence. In particular, the teams focused on:
The goal was to give teams the tools they need to anticipate changes in search and adapt their practices to emerging trends.
Beyond the issue of visibility, the training session also addressed the practical applications of AI in content creation and optimization.
Today, marketing teams must produce more content across more channels while maintaining a high level of quality and editorial consistency. Participants were thus able to explore:
The approach taken was not to replace human expertise, but to demonstrate how AI can serve as a true assistant to enhance efficiency and relevance.
In the world of luxury tourism and hospitality, the quality of content plays a crucial role.
Each piece of content helps build the brand image, highlight the value of the experience offered, and inspire future customers. The training program therefore included a specific focus on:
This approach enabled the teams to directly link the concepts discussed to their business challenges.
In addition to the topics covered, participants highlighted the educational value of the training and the richness of the discussions.
Jennifer V., Digital Marketing Manager at Evian Resort, says:
"Our trainer was wonderful. She was dedicated, highly knowledgeable, and engaging. The three days flew by. The subject matter was interesting to begin with, but she presented it in an interactive way, taking the time to answer every question and delve deeper into the topics. It was a pleasure and a truly enriching experience—thank you so much!"
This return highlights the importance Crews places on a practical, participatory approach to teaching that is directly applicable to the realities of the business world.
The emergence of GEO and generative engines marks one of the most significant developments in the digital world since the advent of modern SEO.
Brands that understand these new trends today will enjoy a significant competitive advantage in the years to come.
By training its teams on these issues, Evian Resort is choosing to stay ahead of the curve in digital marketing and prepare its employees for the standards of tomorrow.
Crews helps companies in the tourism, hospitality, luxury, and services sectors build their expertise in areas related to artificial intelligence, geospatial technology, and content creation.
Our training programs are designed to be immediately applicable, tailored to your business challenges, and directly applicable in the workplace.
Crews is Qualiopi-certified, and all our training courses are eligible for funding through OPCOs.
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