Google’s AI mode rewards rich, helpful content — not keywords, backlinks, or thin hotel pages
Nov 5, 2025
Google AI Mode is changing how travelers search. Instead of typing simple keywords like “hotel in Zurich”, travelers now ask conversational, multi-step questions. Google’s AI then identifies all the related questions a traveler is likely to ask — and recommends hotels and brands that appear helpful, trusted, and frequently discussed across the web.
Key takeaways
- Travelers ask complex questions now: Queries like “quiet boutique hotel near lake Zurich with breakfast and spa” generate follow-up needs — location, atmosphere, amenities, dining, value. Hotels must address these in their web and content presence.
- Information depth is rewarded: Google’s AI looks for complete and useful information — not just keywords. Detailed descriptions, helpful FAQs, neighborhood guidance, and clear amenity explanations help hotels appear in AI answers.
- Brand trust signals matter: AI favors hotels that are mentioned positively across the web — guest reviews, local guides, press, travel forums, and influencer content — not just hotels with lots of backlinks.
- Use “reverse question prompts” to audit your website: You can analyze whether your website answers traveler questions such as:
- What’s the vibe and atmosphere?
- What makes this hotel unique?
- How easy is access to key locations?
- What do rooms actually look and feel like?
- If those answers are vague or missing, Google’s AI sees the content as incomplete.
- Keywords are no longer enough: Optimizing pages for terms like “boutique hotel Zurich” is insufficient. Hotels now need to communicate experience, feeling, and decision-support information.
- Images and videos carry more weight: Travelers increasingly search with pictures and expect to see what makes a hotel special. Clear, well-composed photography and short room or tour videos significantly improve AI relevance.
Source: Search Engine Journal
