A single source of truth for two brands, built to be cited by AI.
Two brands and more than twenty destinations had left the group with FAQ content that was out of date, duplicated, and scattered inconsistently across their sites. It was hard to keep accurate, and it carried no structured markup at all.
That last point mattered more than it looked. AI tools increasingly answer travel questions before a customer ever reaches a website. Content with no schema is close to invisible to those tools, so the brands were being left out of the answers their customers were already getting elsewhere.
Rather than patch an FAQ page, I built a custom FAQ management system on Drupal that acts as a single source of truth. Edit one answer and it updates everywhere, across both brands and every destination. The whole library is searchable, and every answer carries proper schema and markup so it is machine-readable.
The structure is deliberate. It is built so the AI tools refer and cite the brands correctly, and so customers get accurate answers directly, whether they arrive through a search engine, an AI assistant, or the site itself. One place to maintain, many places it shows up correctly.
The system is live, and it produced an early signal fast: customers have emailed quoting the new answers back, so the content is being found and used within weeks of launch.
Honest scope: it is too soon for full AI-referral data. The result to point to today is a live, structured content system already being read and quoted, not a long-run citation metric.
Building the machinery instead of patching a page. A single source of truth, proper schema, and a searchable library mean the fix holds across two brands and twenty-plus destinations rather than drifting out of date again.
And building it deliberately to be referred and cited by AI tools, not just read by humans. That is the difference between content that exists and content that gets found in the places customers now ask their questions.