Search engines and booking platforms are no longer the sole intermediaries between hotels and their guests. A new generation of AI-powered assistants, including ChatGPT, Google Gemini, Perplexity AI and conversational agents from online travel agencies such as Booking.com and Tripadvisor, is fundamentally reshaping how travellers search for, compare and choose accommodation. In this new ecosystem, ranking well is no longer enough. Hotels must now be clearly understood by AI systems.
This strategic shift is the focus of the new white paper, aimed at hoteliers, destinations, and tourism stakeholders, and authored by Jean-Claude Morand and Roland Schegg.
From SEO to GEO: Why the rules are changing
For years, online visibility relied largely on traditional SEO: carefully selected keywords, backlink strategies and high Google rankings. Today, generative answer engines operate differently. Rather than displaying long lists of links, they provide a limited number of direct recommendations – often just three to five hotels – in response to a query formulated in natural language.
This development marks the transition from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO).
To be selected by AI systems, hotels must provide clear, structured and reliable information across multiple sources, including their own website, OTA listings, Google Business Profile, tourism information systems and third-party platforms. The priority is no longer ranking alone, but clarity and data reliability.
Speaking the language of AI
AI systems do not read websites as humans do. They analyse and cross-reference data. When information is ambiguous, inconsistent or buried in marketing copy, a hotel risks being overlooked or misrepresented.
In practical terms, this means turning the website into a digital identity card. Key information such as address details, classification, room types, facilities, services, opening hours and booking conditions should be presented clearly and consistently.
Guests may not notice any difference. For AI systems, however, this structured information is essential for accurately understanding, comparing and recommending a property.
An opportunity not yet fully exploited
Many hotels, particularly small and medium-sized businesses, have yet to make full use of this opportunity. The benefits are clear:
- Hotels retain control over their own information.
- The strategy is not dependent on a single platform.
- Visibility improves both in traditional search results and in AI-generated answers.
In a world where travellers are presented with only an automated shortlist, being included in that selection is becoming critical.
A practical guide to taking action
The white paper is designed as a practical working tool. It explains the ongoing changes and offers practical recommendations for senior management, marketing teams and digital partners.
One thing is clear: being visible to AI is no longer optional. It is essential.