The guest journey is changing again. Artificial intelligence has created a new planning environment where travelers expect fast answers, personalized recommendations, and seamless decision-making. For properties and marketing teams, this shift requires a fresh approach to hospitality marketing.
NB: This is an article from gcommerce
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Travelers are researching more but finding less clarity
Studies show that travelers view more than one hundred pages of content before booking. At the same time, most people are not satisfied with current planning tools. They consult social media, influencer content, and community platforms to gather ideas. This creates a long, nonlinear path from inspiration to booking.
AI shortens this process. Assistants can interpret preferences, compare destinations, and assemble options instantly. This compresses the journey and positions AI tools as a primary source of discovery.
Answer engines are replacing long results pages
Search is evolving from lists of links to direct answers. Google’s AI Overviews and similar tools summarize complex topics into short, relevant responses. For properties, this means that content must be structured and optimized so AI systems can understand and retrieve key information.
Traditional SEO remains important, but modern hospitality marketing must also account for answer engine optimization.
Why ROAS alone cannot guide strategy
Many properties focus heavily on ROAS. While this metric has value, it can unintentionally limit growth. Optimizing only for last click interactions ignores earlier phases that influence guest decisions. Properties risk missing out on travelers who are still shaping their preferences.
A balanced approach ensures visibility throughout the journey and supports long-term direct booking growth.
How to increase direct bookings in the age of AI
The following tactics help properties strengthen their presence across search, social, and AI-powered platforms:
- Ensure strong website technical health
- Add schema and structured data
- Optimize local listings and guest review responses
- Build detailed FAQ pages
- Write conversational, question-focused content
- Expand on page content for key topics
- Publish itineraries and local area guides
- Participate in forums and community platforms
- Create structured, answer-oriented social content
- Invest in PR and link building
Each of these steps supports discoverability and improves how AI platforms interpret your content.
Preparing for AI-powered advertising
Google is testing new ways to include ads in AI-driven results. While this space is still developing, hotel metasearch and Google Hotel Ads remain essential sources of demand and will likely integrate with future ad products.
