The way travellers search for hotels is changing. Instead of scrolling through dozens of listings on Google or OTAs, more and more guests are turning to AI-powered platforms like Google’s Search Generative Experience (SGE), ChatGPT, and Perplexity.
They’re asking natural-language questions like:
“What’s the best boutique hotel in Lisbon with a rooftop pool?”
“Which family-friendly hotels in Barcelona are near the beach?”
“Where should I stay in Marrakech with a spa and traditional design?”
And instead of showing 10 blue links, these generative engines return curated answers — blending hotel details, reviews, and content into a single response.
That’s where GEO: Generative Engine Optimisation becomes critical for hotel brands.
What is GEO (Generative Engine Optimisation)?
GEO is the practice of optimising your hotel’s online presence so generative AI engines can accurately feature and recommend you inside their answers.
It’s the next step after SEO:
SEO aimed to rank on search results pages.
GEO ensures your hotel is included in AI-generated answers when travellers ask complex, conversational questions.
Why GEO Matters for Hotels
AI is becoming the new travel agent
Instead of browsing OTAs, travellers increasingly trust AI-powered platforms to recommend hotels that match their preferences.Fewer spots, higher competition
Traditional search gave multiple chances to appear. Generative answers often highlight just a handful of hotels. If you’re not featured, you’re invisible.Hyper-specific queries are rising
Guests are asking detailed, intent-rich questions (e.g. “pet-friendly hotels in Rome with free parking and breakfast”). GEO ensures your hotel is aligned with these queries.Direct bookings at risk
OTAs are also experimenting with generative answers. Without GEO, your hotel could lose visibility — and direct revenue — to third-party platforms.
How Hotels Can Optimise for GEO
Build content that mirrors traveller queries
Add FAQs and blog posts that directly answer natural-language questions like:“Do you offer airport transfers?”
“What are the best things to do near the hotel?”
“Is late checkout available?”
Use structured data (schema markup)
Apply schema for rooms, amenities, reviews, dining, and pricing. Generative engines rely on structured data to include your property in responses.Keep listings consistent
Ensure your hotel’s information (address, amenities, photos, hours) is up to date across your website, Google Business Profile, OTAs, and directories.Optimise reviews for detail
Encourage guests to leave reviews that highlight specifics like “family-friendly,” “incredible rooftop bar,” or “ideal for business travellers.” These keywords help AI engines surface your hotel.Highlight unique selling points clearly
Whether it’s eco-certifications, award-winning restaurants, or spa facilities, make sure these features are described in ways that AI engines can parse and recommend.Test AI platforms regularly
Ask ChatGPT, Perplexity, or SGE the same questions travellers might. See if your hotel appears — and adjust your content strategy accordingly.
Examples of GEO in Action for Hotels
A traveller asks: “What’s the best romantic hotel in Paris with Eiffel Tower views?” — your hotel is featured in the generated answer because your site content and reviews clearly highlight that unique view.
Someone searches: “Best business hotels in Dubai with conference facilities and fast WiFi” — your hotel appears because your schema and descriptions emphasise those features.
A user queries: “Luxury hotels in Marrakech with hammams and traditional design” — your property is included thanks to accurate structured data and detailed guest reviews.
GEO + Human Hospitality
Generative AI may reshape how travellers discover hotels, but it won’t replace the essence of hospitality — the welcome at check-in, the attention to detail from staff, the curated experiences that make a stay memorable.
What GEO does is make sure your hotel is chosen in the first place — so guests have the chance to experience your service and hospitality.
Final Thoughts
For hotel brands, GEO is the new competitive edge. Just as SEO became non-negotiable in the digital age, GEO will decide which hotels are visible in tomorrow’s AI-driven search results.
Hotels that act now will capture more high-intent bookings, reduce reliance on OTAs, and stay ahead as AI reshapes travel discovery.
At Snack London, we help hotel brands future-proof their digital presence with strategies that go beyond SEO — ensuring they’re featured in AI-generated recommendations. If you want your hotel to be part of tomorrow’s answers, let’s talk.