Work · Alpine travel · Two brands
One source of truth for FAQs, built to be cited correctly by AI
Two travel brands, more than twenty destinations, and FAQ content that was out of date, duplicated and invisible to the tools their customers were increasingly asking first.
The situation
Two brands in alpine and adventure travel, covering more than twenty destinations between them. The FAQ content across those destinations had drifted into the state FAQ content usually drifts into: out of date in places, duplicated in others, and scattered inconsistently enough that nobody could say with confidence what the current answer to a given question was.
The second problem was less visible and more consequential. None of it carried structured markup. To a customer browsing the site the answers were there. To an assistant being asked “what is the transfer time from the airport” they effectively were not, which meant the brands were absent from exactly the moment a traveller was deciding.
What was built
A custom FAQ management system on Drupal, acting as a single repository behind both brands and every destination site. Editing an answer once updates it everywhere it appears. The content is fully searchable, and every answer carries proper schema markup.
The markup is the part that was designed rather than bolted on. The system was built so that the answers are machine-readable and attributed to the right brand, on the reasoning that a customer asking an assistant should get the brand’s own current answer rather than a stale one lifted from a third-party forum.
What happened next
Within weeks of launch, customers began emailing quoting the new answers back. That is a small signal and a real one: the content was being found and used almost immediately.
Being straight about the limits: it is too soon for full AI-referral data. Engines re-index on their own timelines, and anyone offering a citation uplift figure a few weeks after launch is offering you something they cannot have measured. What can be said is that the content is correct, consistent, in one place, and structured so it can be quoted accurately. The rest takes longer to see.
Why it is here
This is the clearest example of a build whose second audience is a machine. Nothing about it would have been done differently ten years ago on the human-facing side: it is a well-organised FAQ. What changed is that a well-organised FAQ nobody can parse is now a missed conversation rather than a tidy page.
Client
Two alpine and adventure travel brands. Named only by sector, at the client's request.