Google’s search experience is evolving, again. But this time, it’s a seismic shift. With the introduction of generative AI into search results, Google is changing not just how content is discovered but how it’s created in response to user queries.
NB: This is an article from TCRM, one of our Expert Partners
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For hotels, that means it’s time to rethink SEO strategies, visibility tactics, and the path to direct bookings.
What Is Generative Search?
Traditional search engines provide a list of links in response to a query. Generative search, powered by artificial intelligence, does more than retrieve results; it creates new ones. With tools like Google’s Search Generative Experience (SGE), users receive detailed answers, trip summaries, and personalized insights based on conversational prompts.
A search like, “Plan a 3-day trip to Santa Fe with boutique hotel options and outdoor activities” no longer returns just a list of links. Instead, it might yield a structured itinerary, recommended hotels, hike suggestions, and local restaurant options, all generated dynamically.
What This Means for Hotels
For hoteliers, this shift has real implications. Your website may not be the first thing people click on anymore (unless it’s directly referenced or linked within the AI-generated answer).
Pros:
- Better User Experience = Higher Conversion Potential. Generative answers help surface exactly what a traveler is looking for. If your hotel has strong local content, personalized offers, or standout niche positioning (like “pet-friendly hotels near local trails”), you’re more likely to be included.
- Opportunities for Long-Tail Keywords. With conversational queries gaining traction, there’s more potential for hotels to rank for long-tail searches like “best art-themed hotels in Tucson with breakfast included.” These nuanced queries often signal high intent and higher conversion.
- Increased Focus on Quality Content. Generative search relies on trustworthy, high-quality content to build responses. Hotels that invest in blog content, local guides, FAQs, and original photography are more likely to be cited.
Cons:
- Fewer Organic Clicks to Your Website. If Google provides the answer upfront, such as your check-in time, amenities, or pricing, you may lose out on clicks that previously went to your site for that info.
- More Competition for Visibility. Hotels will now be competing not just with online travel agencies (OTAs), but also with AI-generated content that may prioritize sources like travel guides or larger aggregators if your content isn’t perceived as authoritative.
- Opaque Attribution. Generative search doesn’t always indicate where information originates. This can make it harder to track how your content is performing or being cited in AI-generated results.
