How to Keep Your Hotel Visible as AI Search Evolves (Before It’s Too Late)

The New Front Door for Hotels

Until recently, hotel visibility was shaped by Google search rankings, Online Travel Agencies (OTAs) and reviews. But the rise of AI-powered search assistants like ChatGPT, Google’s AI Overviews, and Perplexity means the game has changed.

Instead of typing “hotels in London with a spa” into Google, travelers now ask AI tools conversational questions:

• • “Where should I stay in London if I want a hotel with a spa near Hyde Park?”
• • “What’s the best hotel for families with kids in Lisbon?”
  
  

AI doesn’t show ten blue links. It gives a few limited answers. If your hotel isn’t in that response, you may as well be invisible.

⚠️ The risk is clear: Hotels that don’t adapt to AI search will see fewer bookings, lower visibility, and shrinking revenue.

As Sam Weston, Head of AI at 80 DAYS, shared in our recent webinar, this isn’t a distant threat, it's already happening. Hotels are seeing bookings flow through AI-driven search today.

Watch the replay to hear Sam’s take on how quickly guest discovery is shifting

In this blog, we will show you why AI search matters, what Generative Engine Optimization (GEO) means for hotels, and the steps you can take today to stay ahead of the curve. To truly grasp the full potential, watch our exclusive webinar to get expert insights you won’t find anywhere else.

What Is Generative Engine Optimization (GEO)?

Generative Engine Optimization (GEO) is the practice of tailoring your content and digital presence so that AI-powered search engines recommend you.

Traditional SEO asks: “How do I rank on Google’s first page?”

GEO asks: “How do I become the single best answer AI tools recommend to travelers?”

Key differences:

• • SEO: Compete for page one rankings
• • GEO: Compete to be the only property mentioned
  
  
• • SEO: Optimized for keywords
• • GEO: Optimized for natural conversation, trust, and relevance
  
  
• • SEO: Humans browse results
• • GEO: AI filters and summarizes results
  
  

📌 Example:
If someone asks ChatGPT “Where should I stay in Edinburgh during the Fringe Festival?”

An AI assistant might only suggest one or two hotels. A comprehensive GEO strategy ensures yours is one of them.

In the webinar, Sam outlined a simple framework that makes GEO less overwhelming for hoteliers. We won’t spoil it here, but it’s a powerful way to structure your approach. 

Why Hotels Can’t Afford to Ignore AI Search

The numbers show how urgent this shift is:

• • 77% of leisure travelers rely on AI-driven platforms like Google Flights or Expedia to compare prices and find deals.
• • 34% of U.S. adults have already used ChatGPT for research, this is a 100% increase from a year ago.
• • Google reported that AI Overviews are viewed by over 2 billion users per month.
• • 76% of hotel executives say AI is fundamentally changing the industry.
• •83% of London’s 4 & 5-star hotels already received bookings via AI.
•  

These aren’t forecasts. They’re happening right now. Sam shares more exclusive data in the webinar replay.

The window to adapt is short, the data does not lie. Early adopters will dominate AI search recommendations, while late movers will struggle to catch up.

AI search isn’t some far-off future, it is happening right now, and it’s moving faster than anything hotels have ever seen before. A few years ago, tools like ChatGPT or Google AI Overviews did not exist. Today, they’re already deciding which hotels travelers see (and which ones they don’t). If your property isn’t showing up in those answers, it’s like you’ve disappeared from the map.

💡 Think of OTAs in the 2000s: Hotels that ignored Booking.com and Expedia lost direct bookings and paid higher commissions. GEO is that moment again.

5 Practical Steps Hotels Can Take Right Now

In the webinar, Sam explained that hotels that win in AI search all have three things in common. The steps below map to those essentials, but to see the full framework in action (with examples of hotels already ranking), watch the replay here.

1. Optimize for Conversational Queries

AI tools look for natural, detailed answers to traveler-style questions.

• • Replace stiff, keyword-stuffed copy with natural, FAQ-style content.
• • Example: Instead of “Luxury hotel Dublin,” write: “Looking for a luxury hotel in Dublin with free parking and a family-friendly pool? Here’s what we offer.”
  
  

2. Structure Your Content Clearly

AI loves clarity.

• • Use FAQs, bullet points, and schema markup (FAQ, HowTo, Article).
• • Example FAQ: “What’s the best hotel in London for business travelers near Canary Wharf?”
• • Use FAQs that directly answer traveler queries “Do you have airport shuttles?”
• • Ensure every page has a single, clear purpose so AI doesn’t get confused.

Sam showed that AI doesn’t like vague marketing language, it wants precise, factual details. We saw examples of hotels that “disappeared” from AI results because their websites used fluffy, generic copy. The difference between being invisible and being chosen can be just a few words. 

3. Highlight Trust Signals

AI tools weigh credibility heavily.

• • Showcase recent guest reviews on your site and third-party platforms.
• • Promote awards, certifications, and sustainability programs clearly.
• • Keep your Google Business Profile and OTA listings fully updated.
• • Highlight press mentions or partnerships that reinforce your hotel’s authority.
  
  

4. Build Rich Content Around Experiences

Travelers don’t just ask “where.” They ask “why.”

• • Create pages or blogs tied to specific events (e.g., Best hotels in New Orleans for Mardi Gras).
• • Highlight local attractions and connect them to your property (“5 minutes from the Chicago Theatre”).
• • Develop theme-based content like family travel, wellness retreats, or business trips.
• • Update seasonally with timely experiences (e.g., holiday markets, summer festivals).
  
  

5. Test Your Visibility in AI Tools

Don’t guess. Check how AI presents your property.

• • Search your hotel in ChatGPT, Google AI Overviews, and Bing Copilot.
• • Note whether your property is mentioned or overlooked.
• • Compare results against competitors to spot content gaps.
• • Adjust and re-test regularly, as AI models evolve quickly.
•  

Sam highlighted that there’s no single AI shortlist. Google, ChatGPT, and Perplexity often show different hotels, with only a handful appearing everywhere. This makes testing across multiple platforms essential.

Checklist: Is Your Hotel AI-Ready?

Ironically, AI tools do not like AI-generated content. They’re designed to reward originality, human expertise, and real-world context, not generic, machine-spun copy.

Hotels that rely solely on automated content risk being filtered out, while those who create authentic, guest-focused material stand out.

Sam also highlighted that reviews now influence more than guest perception, they shape AI visibility. If poor maintenance keeps showing up in guest feedback, AI tools may simply exclude your hotel. (This is why reputation protection and consistent upkeep are now part of visibility strategy.)

Pro Tip: Use AI to assist with ideas, outlines, or drafts, but always humanize and localize your content. Add your team’s knowledge, guest stories, and local insights because that’s what AI search engines value most.

Ask yourself:

• • Do you have clear, structured FAQs on your site?
• • Are your images and descriptions optimized for context (not just keywords)?
• • Is your content written in a conversational tone?
• • Are you keeping reviews fresh and visible?
• • Have you tested your hotel visibility on AI platforms?
  
  

If you answered “no” to any of these, you’re at risk of being left behind your competitors.

FAQ: AI Search for Hotels

Q: Will AI replace traditional SEO for hotels?
A: No. But it will transform it. SEO is still essential for visibility, but GEO is now equally important.

Q: How soon will this affect hotel bookings?
A: It already is. Google AI Overviews are live, and OTAs are deploying AI trip planners.

Q: Can smaller independent hotels compete?
A: Yes. In fact, GEO levels the playing field. Smaller hotels with strong content and trust signals can outrank big chains in AI results.

The Hidden Cost of Doing Nothing

Failing to adapt to AI search isn’t just about “missing an opportunity.” It’s about losing business you already have.

• • Guests will stop finding you directly.
• • OTAs will dominate AI recommendations, forcing you to pay higher commissions.
• • Competitors who act now will capture your share of direct bookings.
•  

In our webinar, Sam revealed why even iconic hotels like The Savoy and The Dorchester are being snubbed by AI and what hotels can do to avoid the same fate.

Watch the replay to see the fix.

Why This Matters for More Than Just Marketing

This isn’t just a “marketing team problem.” AI search will shape:

• • Revenue teams: who must safeguard direct bookings
• • Sales teams: competing for group and corporate visibility
• • Operations teams: ensuring guest experience matches what’s promised online
  
  

Hotels are ecosystems. If AI search changes discovery, it impacts everyone—frontline to GM.

What You’ll Learn in Our Exclusive Webinar

This blog gives you context. But to truly understand what to do next, watch our most recent webinar: How to Keep Your Hotel Visible as AI Search Evolves with guest speaker Sam Weston, Head of AI & Marketing at 80 DAYS.

The full session is now available on demand. 👉 Watch the replay here.

In this session, you’ll learn:

• • The latest AI search trends shaping hospitality in 2025
• • Real hotel case studies on adapting to GEO
• • A step-by-step framework to prepare your hotel now

Key Takeaways

• • AI search is already reshaping hotel discovery.
• • GEO (Generative Engine Optimization) is the new competitive advantage.
• • Hotels that act early will secure visibility, trust, and bookings.
• • Doing nothing risks invisibility in the traveler journey.
• • Join our webinar with Sam Weston to learn the exact playbook for success.

Will your hotel be the answer in AI search?

Hotels that thrived in the OTA era weren’t the ones who waited. They were the ones who acted first. The same tipping point is happening now with AI search. The difference? It’s moving much faster.

In this webinar, you’ll walk away with immediately actionable takeaways:
✅ How to test if your hotel shows up in AI-powered search tools right now
✅ The exact content tweaks that make you more “AI-friendly” (and visible)
✅ Real-world examples of how forward-thinking hotels are already winning with GEO

This isn’t a “nice to know” session. It’s the playbook you need today to protect your bookings, your visibility, and your direct revenue.

Hotels that delay risk becoming invisible in AI search. Watch the replay with Sam Weston to see the exact steps forward-thinking hotels are already taking.