HOTEL MARKETERS MUST ADAPT TO AI-DRIVEN TRAVEL DISCOVERY

Search engine optimization (SEO) has driven digital marketing success in the hospitality industry for years. SEO is changing drastically as we enter 2026. Travelers now use artificial intelligence (AI) assistants like ChatGPT, Google's AI Overviews, and Perplexity for trip planning. This shift creates challenges and opportunities for hotel marketers. We must ask how hotel properties appear in AI responses, rather than just ranking in search results.

Search behavior is changing fast. Data from hotels show two clear trends: traffic from AI sources is rising while visits from organic search are falling.

Experts have seen steady growth in direct traffic to hotel websites from AI platforms like ChatGPT since late 2024. This currently makes up a small share of total visits. The momentum is clear. Industry reports back this up: they show large increases of up to 1,700% for AI-referred traffic to travel sites between mid-2024 and early 2025. This channel is new but offers great opportunities for all property sizes.

Organic traffic to hotel websites has dropped over the last year. This fits the pattern of "zero-click searches." Users find answers on the search results page and do not click through. Recent analyses show zero-click rates around 60-70% in 2025. Mobile rates are even higher and often exceed 75%. AI assistants provide complete answers. This blocks the direct path to hotel websites.

The meaning is clear. Travelers are not clicking on websites. Hotels must appear in the AI answers.

Generative Engine Optimization (GEO)

This change created a new marketing field called Generative Engine Optimization (GEO). Traditional SEO focuses on ranking in link-based results. GEO focuses on citations or recommendations within AI responses. A traveler might ask for "family-friendly hotels near Disneyland with breakfast included." In today's world, a hotel property should appear in the AI's suggestions.

GEO works differently because large language models (LLMs) run these assistants. They do not just crawl websites. They use many sources. These include review sites like TripAdvisor and Google Reviews. They also use local directories, news articles, social media, and forums like Reddit. Visibility depends on information found outside the hotel’s own channels.

The main effects are:

Reputation management drives discovery. Good guest reviews and third-party mentions change how AI sees and suggests the specific hotel.

First impressions count. AI favors the top results. Properties must appear early or travelers will miss them. This happens even if the hotel site is perfect.

Questions need detailed answers. Travelers ask follow-up questions. Detailed content across platforms helps hotels answer these specific questions.

GEO works along with SEO and does not replace it. Fast sites, good content, and keyword strategy are still necessary. GEO adds to this. It makes your information available to AI models.

Measurement is always a challenge. SEO has established tools for tracking rankings and traffic. GEO analytics are still new. Hotels must act now rather than wait.

Next Steps for Hotel Marketers

AI moves fast. New tools and connections appear often. These range from bookable ChatGPT features to advanced browsers. Search giants add generative features deep inside their platforms.

But the heart of hospitality remains. Know where guests search, meet them there, and tell your unique story honestly. Demand currently comes from Google results and AI chats, so hotels must build strategies for both channels to succeed.

Use GEO alongside standard SEO tactics. Focus on structured data and real reviews. Share diverse content and maintain consistent branding. This protects the hotel’s visibility for the future and helps travelers find the hotel no matter how they search.