There are generally two ways of creating destination content these days, one that is labor intensive, the other stuck in AI mediocrity. The third? That’s Obvlo, and it’s rewrites the playbook for quality, scale, and control for modern travel marketers.
If you’re still pouring endless resources into creating destination guides that are outdated before they’re even published, or you’ve given up altogether and neglected this area of your website, there’s good news
You don’t have to worry about AI slop, a third option exists with scale, control and quality.
Firstly though, let’s break down the evolution of destination content and explain why Obvlo might make sense for you as the intelligent way forward.
1. The traditional path: expensive, slow, and out of date
For decades, the standard was simple: pay an agency (or an internal team) to research, write, edit, and publish content.
- The Cost Sink: This approach is crushingly expensive. You’re paying for human time, travel, and expertise for every single city, every single attraction.
- The Content Decay: It’s a race you can’t win. As soon as a new bar opens, a restaurant closes, or a museum changes its hours, your guide is factually incorrect. SEO agencies try to mitigate this by “drip-feeding” blogs, but this just adds expense to an already out-of-control budget.
- The Barrier to Scale: Want to cover 50 cities instead of 10? Prepare to multiply your budget by five. This model is fundamentally unscalable.
The manual way delivers quality, yes, but at a premium that modern businesses simply can’t afford to maintain.
2. The AI shortcut: A generic ‘top-down’ trap
Today, of course, many marketers have rushed to embrace large language models (LLMs) like ChatGPT, believing they’ve found a silver bullet. While this offers a clear cost advantage over the traditional model, it introduces a major quality problem, especially in the world of travel.
This approach is inherently ‘top-down’.
If you ask an AI for a "Guide to London," the content is sourced directly from its training data, web searches, or basic APIs (Google/Tripadvisor). This means the output is:
- Generic and Unoriginal: It's a re-hash of what's already out there. It lacks the critical local insight that differentiates good content from great content.
- A Content Chore: Once the AI spits out the text, you still have to manually copy, paste, edit, format, and push it live via your CMS. You’ve only replaced the writing; the administrative burden remains.
- The QA Nightmare: To ensure accuracy, some organizations attempt to use an LLM-as-a-judge system, feeding the output to a second AI for review. Developing this is complex and time-consuming, especially when you consider it needs to vet not just the text, but the images, recommendations, and relevance.
- Localization Paralysis: Scaling this content to 10 or 20 languages? You’re back to a repetitive, time-consuming process for every single piece. It’s not a scalable system, it’s just a faster input method.
The current AI model gives you scale, but it sacrifices originality and leaves you with an administrative mess.
3. The Obvlo Approach: ‘Bottom up’ quality, scale, and control
At Obvlo, we recognized that the future of content wasn't about choosing between quality (manual) and scale (generic AI). It was about achieving both through sophisticated, proprietary technology that combines LLMs with custom software, APIs and human-in-the-loop.
Our method is a radical departure from the status quo. We leverage an internally developed, intelligent orchestration software that replicates the rigorous, manual research process, but with the benefit of massive, instantaneous scale.
The secret is our ‘bottom-up’ approach.
We start at the granular level: the 5 best cocktail bars in Shoreditch, the most secluded beach in Phuket, or a detailed itinerary for a one-day art tour. We use a series of specialized, agentic AI models, each picking the best LLM for its specific role, to research, analyze APIs, and scour the web for this hyper-specific detail.
We then use this rich, factual, and unique detail to inform the top-level guides. The result is content that is:
- High-Quality and Original: It mirrors the depth of a traditional, manually researched guide.
- SEO and GEO: Starting with granular detail creates dense inter-linking opportunities and covers long-tail keywords, boosting your search value.
- Brand-Compliant: Our system applies your specific tone of voice and brand standards automatically.
We don't just generate content; we provide an entire destination content ecosystem:
- Instant Localization: Generate high-quality, localized content instantly in 60+ languages - no repetitive manual process required.
- The CMS: Our proprietary CMS gives you (and us) a vital control layer. You can manually edit any piece of content or instantly trigger a full re-generation to ensure 100% accuracy and freshness in a matter of minutes, not months.
- Dynamic Publication: Why struggle with copy-pasting? Our front-end UIs allow your new, refreshed, and localized content to be instantly and dynamically published across your website, apps, emails, and even print-on-demand assets.
If you are currently facing a content chasm, where your budget is stretched by manual effort or your brand reputation is damaged by generic AI, Obvlo offers the solution.
We are the superior method because we deliver the quality of the manual expert with the scale and speed of orchestrated AI, all under a comprehensive control system.
