We know Mexico. SEO, writing and data analysis are another story. AI helps us turn destination knowledge into content people can actually find, organize information and identify patterns that help us make better decisions. But nothing generated or suggested by AI goes anywhere without being reviewed, fact-checked and adapted by our team.
AI gives us a starting point. The final word is still ours.
Let’s get something out of the way: yes, we use AI.
We use it for this blog. We use it for descriptions. We use it to organize information. We use it to understand SEO. And, probably more importantly, we use it to analyze a lot of the information that crosses our desks every day.
But nothing generated with AI goes anywhere without going through us first.
Nothing.
Not a blog post, not a tour description, not a piece of website copy and certainly not information that could affect how we operate a trip.
AI gives us a starting point. Sometimes a structure. Sometimes a different way of looking at information. What it doesn’t give us is the final answer.
We know Mexico. SEO? Not so much.
We know Mexico because we work here every day.
We know how much time to allow when sending a Mercedes-Benz Sprinter from Mérida to Cancún Airport — and why the answer isn’t necessarily whatever Google Maps says.
We know how much it costs to enter the Museo Numismático Nacional in Mexico City.
We know that two places looking close together on a map doesn’t necessarily mean they belong on the same itinerary.
We know guides, drivers, hotels, restaurants, communities, museums, archaeological sites and plenty of places that are difficult to categorize.
That’s our job. SEO, however, is not.
Keyword research, search intent, meta descriptions, internal linking, search volume and figuring out what Google wants from a page are very different skills from operating trips in Mexico.
And they matter.
Because knowing something is not particularly useful from a commercial point of view if nobody can find you when they are looking for it.
For years, much of our knowledge lived in conversations, proposals, spreadsheets, emails, WhatsApp messages and, quite simply, inside the heads of our team.
Google can’t really do much with that.
AI helps us translate some of that knowledge into content that search engines can understand and, hopefully, that travel agents, tour operators and other potential partners can actually find.
We know the Mexico part.
AI helps us understand some of the internet part.
Our creativity goes somewhere else
There is also a much simpler reason why we use it for writing.
Our creativity is mostly spent designing trips.
Figuring out how places, people, timing, logistics, food, history, nature and sometimes a few completely unrelated ideas can come together into an itinerary that makes sense.
That’s the part we enjoy.
Writing a 1,000-word blog post about it?
Not necessarily where our creative energy naturally goes.
The same applies to turning an experience we know very well into a 150-word description, finding different ways of explaining the same service or staring at an empty page trying to decide how to begin.
AI is useful because it removes some of that friction.
It can suggest a structure, organize notes, summarize information, compare different versions of a text or turn a collection of ideas into something we can start working with.
Then we take over.
A starting point. Never the finished product.
This distinction is important.
We don’t ask AI to tell us about Mexico and publish whatever comes back.
Every piece of content is reviewed.
Facts are checked.
Routes are checked.
Entrance fees are checked.
Opening hours are checked.
Historical information is checked.
Anything that sounds generic gets questioned.
Anything that doesn’t sound like us gets rewritten.
Anything that doesn’t make sense operationally gets removed.
Context is added where context is missing.
And when something requires knowledge beyond our own, we go back to guides, suppliers, communities, specialists or colleagues who actually know the subject.
Sometimes the AI-generated version survives mostly intact after editing.
Sometimes we change half of it.
Sometimes very little remains.
That’s completely fine.
Its job was to give us somewhere to start.
The final responsibility is ours.
But writing isn’t actually where we use AI the most
Probably the most useful application of AI for us is analysis.
A DMC generates and receives a huge amount of information.
Supplier rates. Hotel updates. New experiences. Operational reports. Client requests. Feedback. Competitor activity. Destination news. Flight changes. Infrastructure developments. Sales information. Previous itineraries. Requests that didn’t convert. Requests that did.
Then there is everything happening outside the company.
New hotels.
New flights.
Restaurants opening and closing.
Changes at archaeological sites.
New regulations.
Travel trends.
What competitors are offering.
What tour operators are talking about.
What travelers are searching for.
Trying to process all of that manually and identify what actually matters is difficult.
This is where AI has become particularly useful to us.
We use it to help compare information, identify patterns, organize large amounts of data, question assumptions and look at the same information from different angles.
It helps us ask better questions.
Are we receiving more requests for a particular region?
Are certain experiences appearing repeatedly across different itineraries?
Are there products we keep proposing but clients rarely select?
Is a new flight route commercially relevant to us?
Is a competitor doing something worth paying attention to?
Is there a change in traveler behavior hidden somewhere in the information we already have?
AI can help surface those patterns.
It doesn’t make the decision.
It gives us another way of looking at the information so we can make a better-informed decision ourselves.
SEO is part of that analysis too
For us, SEO is not just about trying to rank a blog post.
It is also information.
What are people searching for when they look for travel services in Mexico?
What questions are travel agents asking?
Which destinations, experiences or travel styles are generating interest?
Which terms do people use to describe services that we might call something completely different internally?
Search behavior tells us something about the market.
AI helps us analyze that information and turn some of it into content.
So yes, sometimes the starting point for a blog post is simply:
People are searching for this. We actually know quite a lot about it. We should probably write something.
Without the tools to identify that search behavior, we might never have written the article in the first place.
Nothing gets published without us
This is probably the most important point.
We don’t generate a blog post and press publish.
We don’t generate a tour description and send it to a client.
We don’t take an AI-generated answer about Mexico and assume it’s correct.
And we don’t make a commercial or operational decision simply because an AI analysis suggested something.
Everything goes through a human.
And, more specifically, through people who work with the destination.
Because AI can write a perfectly convincing paragraph that is completely wrong.
It can suggest an itinerary that makes perfect sense until somebody who actually operates trips looks at it.
It can describe a place beautifully while missing the one detail that matters operationally.
And it can identify a pattern in the data without understanding the context behind it.
That’s where our job starts again.
We check.
We question.
We rewrite.
We compare.
And then we decide what is actually useful.
So yes, we use AI
Quite a lot, actually.
We use it to help us understand SEO and make our knowledge easier to find.
We use it to get past the blank page when we need to write something.
We use it to organize information.
And we use it extensively to analyze both internal and external information so we can make better decisions about products, operations and business development.
What we don’t use it for is replacing destination knowledge, operational experience or human judgment.
Our job isn’t to be particularly good at prompting a machine.
Our job is to understand Mexico, design itineraries, solve operational problems and help our partners build trips that work.
If AI can help us analyze information faster, understand what people are searching for, communicate what we know or avoid staring at a blank screen for half an hour, we’ll take the help.
We just won’t let it have the final word.