Generative Engine Optimization (GEO) marks a shift in how hotels gain visibility. As AI tools shape travel searches, traditional SEO must evolve to stay relevant
Jun 9, 2025
Artificial intelligence is changing the rules of hotel search and online visibility. While traditional SEO tactics like strong backlinks and keyword optimization remain important, the rise of AI Overviews and conversational search tools like ChatGPT and Gemini is bringing a new concept to the forefront: Generative Engine Optimization (GEO). Hotels must now consider how their content is interpreted and surfaced by AI agents—not just by Google.
Key takeaways
- GEO is emerging as a key strategy as AI-driven search tools become more prominent in travel discovery.
- Branded web mentions, both linked and unlinked, are becoming critical signals for AI visibility—impacting how often a hotel appears in AI-generated answers.
- Traditional SEO is still necessary, but no longer sufficient on its own in the age of AI-driven search.
- Hotels must focus on broader digital presence, ensuring their name is cited consistently across reputable sources to increase their chances of being included in AI-generated content.
- Adapting early to GEO could give hotels a competitive edge as AI search becomes more central to how travelers make decisions.
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