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:
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.
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?”
📌 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.
The numbers show how urgent this shift is:
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.
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.
AI tools look for natural, detailed answers to traveler-style questions.
AI loves clarity.
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.
AI tools weigh credibility heavily.
Travelers don’t just ask “where.” They ask “why.”
Don’t guess. Check how AI presents your property.
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.
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:
If you answered “no” to any of these, you’re at risk of being left behind your competitors.
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.
Failing to adapt to AI search isn’t just about “missing an opportunity.” It’s about losing business you already have.
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.
This isn’t just a “marketing team problem.” AI search will shape:
Hotels are ecosystems. If AI search changes discovery, it impacts everyone—frontline to GM.
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:
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.