The impact of GEO on the hotel industry: how to adapt to the new era of AI-enabled search engines

The way travelers search, compare and book hotels is changing rapidly. Until recently, it was all about traditional SEO (appearing at the top of major search engines with relevant keywords) and SEM (paid search engine advertising). However, with the emergence of AI-powered search engines, such as Google's AI Overviews, Perplexity, ChatGPT Search or the new Bing, a new playing field is emerging: GEO or Generative Engine Optimization.

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What is GEO?

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Generative Engine Optimization (GEO) is based on optimizing the content of your website, so that it is understood and cited (ahead of your competitors) by search engines that use generative artificial intelligence to generate concrete answers. Unlike traditional SEO, which focuses on page ranking in search results, GEO seeks to have a website's content selected, understood and cited by AI assistants that generate complete answers to user queries.

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For example, if a traveler asks Copilot the following question:

"I am traveling to Riviera Maya, which wellness hotel is best for a relaxing retreat vacation?"

The AI will not display links, but a generated response that may include specific recommendations. If your hotel is not optimized for GEO, it will not appear, even if it has an excellent reputation. Let's look at the example:

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Why GEO is key for your hotel?

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Generative search engines are transforming consumer behavior. This translates into:

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• Fewer clicks on traditional links: Users receive complete answers without having to navigate multiple sites.

• Increased reliance on reliable and structured sources: AIs prioritize well-organized, up-to-date and authoritative content.

• Increased prominence of reviews, local data and unique differentiators: AIs seek to enrich their responses with elements that provide contextual value.

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For the hotelier like you, this means thatyour hotel's official website must become a conversational, structured and differentiated source of information, capable of being understood by these new engines.

You have an opportunity that can bring you three major benefits:

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• Increased visibility in complex queries: To take the example above, when a traveler asks the AI "Which wellness hotel is best for a relaxing vacation retreat in Riviera Maya?" you will come up as the answer.

• Opportunity to educate and engage customers in the inspiration phase: local guides, travel tips and differentiated experiences can make your hotel appear as a reference for certain searches.  

• Differentiation from OTAs: While OTAs compete on price and volume, an independent hotel or chain can compete on thematic authority, proximity and personalization.

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Keys to optimize and adapt your website for GEO.

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1. Make your content more conversational and useful. Think like a traveler, not just Google.

Generative engines prefer content that answers real user questions. If you don't have it yet, we recommend you to publish in your website a FAQ section that with a marked FAQ Schema, can be reused by generative engines as an answer to potential travelers' questions. Some ideas and real FAQs:

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• What is the best time to visit the area?

• What activities does the hotel offer for families?

• What differentiates the hotel from others in the same category?

• How to get from the airport to the hotel?

• Do you offer vegan or gluten-free breakfast options?

• What activities do you recommend for families / couples / digital nomads?

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Write texts in a natural tone, as if you were responding to a guest at the reception desk. Avoid overly corporate or technical language. The more concrete and useful your content is, the more likely it is that AI engines will select it in their summaries.  

Publish articles or sections about your hotel's environment. This content not only provides valuable information and improves the user experience, but also positions your website as a reliable source for AI. Example of content:

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• Local guides in practical format: A hotel in Porto, for example, can create a guide to "The 10 best Port wine cellars 20 minutes from your hotel" or "48-hour route in Porto for foodies".

• Comparative content vs. OTAs: Highlight advantages of the direct channel such as: Best Price Guarantee, Exclusive Extras or Flexibility in cancellations.

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2. Structured data: The language that AI understands.

If content is the "what", structured data is the "how". Implement structured markup on your website to help AIs understand your content. Some key types for hotels:

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• Hotel Schema: Name, address, number of rooms, amenities, check-in and check-out times.  

• Room Schema: room types, photos, prices, availability.

• FAQ Schema: frequently asked questions and answers (ideal to appear in summaries).  

• Review Schema: customer ratings and scores.  

• Event Schema (if you organize local activities): events organized or hosted by your hotel

• Offer(for promotions)

This improves visibility into generated responses and rich snippets. The more detailed and structured this information is, the easier it is for the AI to use it to provide a reliable response to the traveler.

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3. Digital authority: be the reference, not a secondary actor.

Generative engines have to prioritize sources with authority and reliability. Here the challenge for your hotel is to build a solid digital reputation:

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• Quality Backlinks Strategy: Get mentions in tourism media, travel blogs, local guides and destination associations.  

• Strategic collaborations: If your hotel works with a winery, a surf school or a gastronomic tour, it is important that these partners link you from their websites.  

• Reputation on external platforms: AI not only looks at your website, but also at reviews on Google, Tripadvisor and other channels. Maintaining a profile with up-to-date reviews and proactive responses builds trust.  

• Consistency in directories: Name, address and phone number must match in all directories (Google Business Profile, Apple Maps, Bing Places, etc). This increases the likelihood of appearing in local generative searches.  

• Local SEO: Appearing in directories with consistent data, receiving positive reviews and getting links from destination websites reinforces your presence in the environment. AI rewards geographic relevance and consistency.

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Immediate strategies to implement on your official website

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Here is an immediate action checklist to start optimizing your website for GEO:

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✅ Audit your content. Check your website: Does it answer real questions from travelers? Does it include practical guides, comparisons and FAQs? Measure and adjust: analyze which content attracts more qualified traffic and generates more direct bookings. Publish at least 1 article per month about the destination. Example: "5 romantic plans in Riviera Maya".  

✅ Implement structured data on your website: Work with your technical team or web provider to add Schema.org. Prioritize: Hotel, Room, FAQ, Review, Event.  

✅ Strengthen your digital authority with collaborations, backlinks and reputation in directories. Also include a testimonial section on your website, with name, date and context. If possible, add photos or short videos.

✅ Optimization of the "About us" page: It tells the story of the hotel, the team, the values. This content is highly valued by AIs to generate personalized responses.

✅ Differentiate yourself from OTAs by highlighting exclusive direct channel benefits.  

Local SEO: Check your listing on Google and directories. Ensure consistent data and encourage positive reviews.

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Conclusion: your hotel on the front line of the future.

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GEO is not a fad and does not replace SEO, it enhances it. Just as years ago hotels that adopted SEO before others gained a competitive advantage, today those that understand and apply GEO will be one step ahead in attracting direct bookings.

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The question is not whether your potential customers will use AI search engines (they already are), but whether your hotel will appear in those answers and thus regain prominence over OTAs and competitors.

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It's time to act. Start working on your GEO strategy today and make sure your hotel is part of the answers that will inspire and guide tomorrow's travelers.

Don't wait for others to take the lead. Build today the digital presence your hotel deserves.

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