We explore how hotels are shifting from traditional SEO to Generative Engine Optimization (GEO) to stay visible in AI-powered search, and what the latest U.S. government shutdown means for the meetings and events industry — with billions of dollars in travel at stake.
The digital marketing landscape for hotels is rapidly evolving. As AI tools like ChatGPT, Gemini, and Perplexity become central to how travelers search and plan trips, traditional SEO strategies are being challenged—and hospitality brands are finding themselves navigating a new frontier: Generative Engine Optimization (GEO).
Historically, hotels relied on search engine optimization (SEO) to drive website traffic and bookings. Targeting keywords like “hotels in central London” and optimizing content for search rankings was the standard approach. Today, travelers are increasingly interacting with large language models (LLMs), entering longer, conversational queries such as:
“I want to go to London… see Harry Potter… sightseeing tour… museums.”
Research shows AI-driven sessions are longer and more complex, with queries averaging 23 words and sessions around six minutes—far beyond the four-word traditional search queries.
The challenge for hotels is that GEO results typically highlight only one or two sources in their answers. This means if your property is not optimized for GEO, it may never appear in AI-generated recommendations. L&R Hotels, under Group Chief Commercial Officer Joe Pettigrew, has already begun investing heavily in this space, combining AI strategies with centralized brand communications and PR to ensure their stories and hotels are highlighted effectively.
Pettigrew emphasizes that AI is changing the rules of digital visibility:
“We’re building an entire team to make sure we become the best hotel management company at pitching and creating stories, and finding ways to tell the stories.”
Rather than relying solely on keywords and backlinks, hotels now must think like storytellers. Media coverage, compelling PR narratives, and structured content all contribute to GEO visibility. Smaller independent brands are taking note as well. For example, The Mandrake, a boutique hotel in the UK, is updating its website to include AI-friendly content, combining clear, structured information with the property’s unique brand voice to ensure AI crawlers convey both facts and character.
L&R Hotels plans to consolidate its multiple agencies into a single GEO-focused agency, ensuring alignment across all properties and challenging agencies to think strategically about AI-driven search. Similarly, Mayfield Hotels, a new soft brand, is prioritizing GEO from the outset, emphasizing authenticity and storytelling that connects unique hotel qualities with the surrounding community.
GEO is also influenced by social media and influencer content. Instagram now allows professional accounts’ public posts to be indexed by Google, meaning influencer storytelling can directly impact AI-powered search responses. Hotels and independent brands are increasingly exploring how grassroots influencer campaigns can complement their GEO strategies, particularly to highlight local culture and authentic guest experiences.
As AI transforms search, digital advertising costs are climbing, with increases from 20% to 40% year-over-year due to competition for limited inventory. Tools like Google Performance Max for Travel Goals (PMTG) are emerging as standout solutions, allowing brands to access all Google Ads inventory via a single campaign. While PMTG helps drive direct bookings and amplifies broader media effectiveness, marketers still need to experiment and determine which strategies balance GEO visibility, brand storytelling, and ROI.
Update Website Content for AI: Clear, structured, and AI-friendly copy improves visibility.
Leverage Storytelling and PR: Compelling narratives are increasingly critical for GEO results.
Centralize Marketing Functions: Align agencies or internal teams to deliver consistent messaging.
Integrate Social Signals: Influencers and professional social accounts can influence AI search outcomes.
Experiment with AI-Optimized Advertising: Platforms like PMTG can complement GEO efforts, driving bookings and ROI.
The shift from SEO to GEO represents a seismic change in digital discovery for the hospitality sector. AI-driven search and content aggregation are forcing brands to rethink how they present their stories, leverage media coverage, and communicate value to travelers. While the rules are still being written, proactive adoption of GEO strategies—blending storytelling, PR, AI-optimized content, and social signals—can position hotels to thrive in the AI-powered travel landscape.
As Pettigrew notes, the key is staying ahead, experimenting, and ensuring that while AI delivers facts, your property’s unique personality, culture, and experience shine through. For hotels large and small, the era of GEO is here—and those who adapt early will capture attention, bookings, and loyalty in an increasingly digital-first world.
