Not long ago, most hotel searches looked like this:
- “Jacksonville hotel”
- “Brooklyn boutique hotel”
- “Miami Beach accommodations”
NB: This is an article from Vizergy
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Today, travelers are asking full questions instead:
- “Where should I stay in Jacksonville for a romantic weekend near the beach?”
- “What’s the best Brooklyn hotel near Barclays Center?”
- “Which South Beach hotels are close to nightlife but still quiet at night?”
Generative AI is reshaping how travelers search for hotels – and how hotels need to show up online. With platforms like Google SGE, Copilot, and ChatGPT, search is no longer just a list of links. It’s a conversation.
Instead of short keyword phrases like “Jacksonville hotel,” travelers are asking full questions such as, “Where should I stay in Jacksonville for a romantic weekend near the beach?”
To stay visible in these AI-powered environments, hotels must shift from keyword-heavy SEO to conversational, intent-driven content.
How generative ai is changing hotel search
Generative search engines are designed to understand context and intent, not just keywords. They summarize information, offer recommendations, and connect related ideas.
For hotel marketers, this means:
- Travelers are using natural, conversational language
- Searches are more specific and experience-focused
- Content that clearly answers questions is more likely to surface
Success now depends on how well your content guides the traveler – not how often it repeats a keyword.
Why keyword stuffing falls short
Traditional SEO relied heavily on exact-match keywords. While keywords still matter, generative AI evaluates meaning and usefulness first.
AI engines assess:
- How well content answers the full question
- Readability and structure
- Relevance to the traveler’s intent
Content written strictly for search engines – rather than people – often gets overlooked in AI travel search results.
Writing conversational, ai-friendly content
The best-performing hotel content sounds like a knowledgeable concierge.
write like your guests speak
The best hotel content today sounds less like marketing copy and more like a helpful concierge.
Instead of targeting phrases like:
“Jacksonville hotel near beach”
Try answering questions like:
- “Where should couples stay in Jacksonville for a beach weekend?”
- “Which Brooklyn hotels are best for event weekends?”
- “What amenities matter most for family vacations?”
When your headings and content reflect real guest questions, both travelers and AI systems understand your site more easily.
