For years, hotels have been told to focus on Search Engine Optimization (SEO): optimize their websites, improve page speed, publish blog posts, rank higher on Google, and capture demand. That advice wasn’t wrong.
NB: This is an article from TCRM, one of our Expert Partners
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But the way travelers search, research, and make decisions is changing – and that change is happening fast. AI is revolutionizing search, and SEO alone is no longer enough.
Enter Generative Engine Optimization (GEO).
If SEO is about being found in search results, GEO is about being referenced, summarized, and recommended by AI-driven tools like ChatGPT, Google’s AI Overviews, Perplexity, and other generative search experiences. These tools don’t just list links – they answer questions directly. And increasingly, travelers are trusting those answers.
That shift matters for hotels. A lot.
Why GEO Matters Now
This isn’t a future trend – it’s already happening. It’s highly likely you’ve experienced it yourself. You’ve probably asked a question, received an AI-generated answer, and then followed up with another question, essentially having a conversation with a tool like ChatGPT or Google Gemini. We all have.
The point is simple: this is happening now, and hoteliers need to make it a focus. Why?
- Google is rolling out AI Overviews more aggressively.
- Travelers are using ChatGPT and similar tools for trip planning.
- OTAs like Expedia and Booking.com have integrated apps inside ChatGPT to help users plan and book travel.
- Younger travelers – especially Gen Z and Millennials – are comfortable skipping traditional search altogether. Gen Z in particular is digitally native and increasingly influential in travel decision-making.
- AI pulls from reviews, third-party sites, structured content, FAQs, and authoritative mentions – not just your website. Think of it as a filtered aggregator of information.
If your hotel isn’t clearly and consistently described across those sources, you risk being invisible in AI-generated answers – even if your SEO is solid. In other words, ranking well no longer guarantees being recommended.
What Hotels Can Do Today (Without Rebuilding Everything)
The good news? Creating a strategy that balances GEO and SEO doesn’t require a massive technical overhaul. It requires clarity, consistency, and intent. Here are a few practical starting points.
