This article discusses the significant shift in how people search for travel and accommodation, moving from conventional keyword-based SEO to a new era of “GEO – Generative Engine Optimization.”
Key Takeaways:
context over Keywords: AI-powered search engines prioritize naturally formulated content that answers questions directly, rather than just matching keywords. This means hotels should focus on creating rich, informative content like recipes, regional stories, and video tours. GEO – Generative Engine Optimization: This new approach emphasizes:
Naturally formulated content: Speaking the language of user queries.
Structured data: Providing clear facts on location, prices, availability, sustainability, and accessibility.
Reputation management: actively monitoring and responding to reviews on platforms like Google, Tripadvisor, and holidaycheck.
Integration: Connecting reservation systems and websites with AI platforms.
Advantages: AI can create personalized travel itineraries, leading to increased reach and the finding of new guest profiles. Hotels that provide clear, appealing, and up-to-date information are more likely to be recommended, even for complex requests.
Risks:
Reduced website traffic: If AI answers provide all necessary information, users may not need to visit hotel websites.
Loss of control over presentation: AI can summarize content, possibly leading to incomplete or inaccurate representations.
Increased dependence on Google: The criteria for AI recommendations are not fully obvious.
Advantage for large players: otas and hotel chains with more structured data and a stronger online presence may benefit more. Dwindling direct sales: Projects like “Google Mariner” could further shift bookings away from direct channels.
The New Visibility: The article stresses that this is a basic change, not a trend. The focus shifts from “ranking first on Google” to “being recommended by AI.” Preparation now is crucial for future success. Google’s Balancing Act: Google faces a challenge in balancing innovation with its traditional advertising model. If users interact less with search results and click fewer ads, Google’s revenue will be impacted.While sponsored recommendations are planned, their transparency and effectiveness remain uncertain, posing a challenge for hotels, especially smaller ones.
The Competitive Landscape: google is under pressure to innovate due to competition from companies like OpenAI, Amazon, and Perplexity.
In essence, the article argues that hotels must adapt to this new AI-driven search landscape by prioritizing high-quality, context-rich content, a strong local presence, and technical integration to remain visible and competitive. The message is clear: “Whoever is mentioned is booked. Whoever is silent disappears.”