Case study · Live fares
Prices that search engines and AI can trust.
Putting real, dated and automatically refreshed fares on airline and route pages, written so Google and AI assistants can quote them with confidence.
Own productTravel discovery platformGlobal
The challenge
Everyone asks the price.
Few pages answer honestly.
The first question most travellers ask is “how much?”. Search engines and AI assistants now try to answer it directly, and they lean on pages that state prices clearly.
On Ross’s travel platform, early route pages carried prices that were estimated or typed in by hand. They looked helpful, but they could be wrong and gave no date. For a reader, a search engine or an AI assistant, that undermines the whole page.
The aim was to show real fares on airline and route pages, always dated, refreshed automatically and phrased so answer engines could quote them accurately.
The approach
Real fares.
Always dated.
A price earns trust from people, search engines and AI assistants only when it is real and says when it was seen.
Pull real fares.
Take the cheapest fares for each route from a fare data cache, with the travel date each fare was for, instead of typing prices in by hand.
Date every price.
Show each fare with its date ("fares seen from $N · 12 Nov"), so neither visitors nor machines mistake an old price for today’s.
Write answers machines can quote.
Phrase fares and FAQs as direct, dated answers to "how much is a flight from X to Y", without claiming prices are live by the hour.
Keep structured data honest.
Remove Product and AggregateOffer markup from route pages: a route is not a product with a fixed price, and false offers risk search penalties.
Refresh and guard automatically.
Refresh fare data on a schedule, revalidate pages, and block any release that shows an undated fare.
What changed
Prices that hold up to scrutiny.
Every fare on the platform now has a source and a date, and new releases cannot break that.
- Route pages showing dated fares
- ~930
- Undated fares allowed past the release gate
- 0
Answer-ready pages
Fare questions are answered directly, with a date, in copy AI assistants can cite.
Honest markup
No more product offers in structured data for things that are not products.
Fresh by default
Scheduled refreshes and page revalidation keep prices current without manual edits.
Fares are refreshed automatically, not in real time. No traffic or ranking uplift is claimed here.
Ross’s role
Own product
Ross designed the fare pipeline, the page copy rules and the release gate as founder of the platform.
Published October 2026 · By Ross Brannigan
A potential collaboration
Put trustworthy prices on your pages.
For airlines, OTAs and travel sites that want their prices to show up correctly in Google and AI answers.
- A pricing content and structured data audit.
- A fare or price feed with dates and refresh rules.
- Answer-ready page templates and a release check.
Related case studies
More from the work.
- Real fares. Proven routes.Replacing estimated fares, guessed airlines and unconfirmed flights with dated, cross-checked data across about a thousand route pages and hundreds of airline networks.Read the case study
- From duplicate to definitive.Fixing the canonical, hreflang and redirect problems behind a sharp fall in search visibility on a multilingual travel site.Read the case study
- Nothing ships unchecked.A pre-deploy audit that reads every rendered page of a large travel site and blocks releases that add broken links, thin pages or unsupported claims.Read the case study