The way travellers plan their trips has changed dramatically. From Google’s generative search results to personalised travel recommendations from AI bots, travellers are looking for answers that feel instant and intelligent. In fact, today’s travellers even consult directly with AI travel assistants for questions like “What’s the best boutique hotel near the beach with great Wi-Fi?” or “Where should I stay in Paris for three nights under $500?”
And while many hoteliers believe that this can only be achieved by luck, it’s simply an adjustment in strategy. AI relies on two things: clear factual information (AEO) and rich contextual signals (GEO). Hotels that optimise both are far more likely to appear when travellers ask these questions.
In this blog, we’ll look at how hotels can rank in AI search and keep up with the way guests book their trips today.
Why some hotels show up in AI answers, and others don’t
AI rewards hotel websites that answer real questions, explain what makes the stay different, and build trust through fresh, transparent content. If your website can clearly communicate what visitors need to know (from room details to local experiences) and make booking effortless, you’re already ahead of most.
With AI tools launching every day, and with travellers increasingly relying on them for planning and decisions, the urgency to keep up with this new technology is something every hotelier should be paying attention to.
AEO & GEO: how hotels can stay visible in AI search
Before diving into website structure, it’s important to understand why some hotels appear in AI answers, and others don’t. Today’s travellers are no longer clicking through dozens of websites. They’re asking AI assistants for recommendations, and AI-powered search doesn’t ‘guess’. It picks hotels whose content it can read, understand, and trust.
AEO (Answer Engine Optimisation)
AEO helps hotels appear when travellers ask AI a direct question. AI needs clear, factual, structured information it can quickly verify.
Examples:
- FAQs written in natural language (“Do you have parking?” → Yes, on-site paid parking is available.)
- Explicit amenities (“Rooftop bar”, “Garden terrace”, “Family rooms with kitchenettes”)
- Schema markup for hotel details, FAQs, reviews
- Clear headings like Family Room, not branded jargon
When content is structured this way, AI tools like Google SGE, ChatGPT and Gemini can confidently return the hotel as the answer.
GEO (Generative Engine Optimisation)
GEO helps hotels appear in generated suggestions, such as “best boutique hotels in Lisbon” or in full AI-planned itineraries. AI needs rich, contextual signals that explain what makes a hotel relevant for a specific type of trip.
Examples:
- Descriptions that mention landmarks and context (“500m from the Duomo”, “in the Jordaan district”)
- Unique features written clearly (“Rooftop pool with river views”, “Vegan breakfast options”, “Ideal for remote workers”)
- Review themes (“romantic”, “quiet rooms”, “great for families”)
- Local experience content linking the hotel to neighbourhoods, restaurants, or activities
These signals are what generative tools use when creating lists or itineraries, such as in Google’s AI trip-planning, Gemini’s hotel recommendations, or ChatGPT’s travel planning.
1. Making your website simple for guests to navigate
Good news: You don’t need a fancy new website, just a smart one. Structure is everything. Every page should make sense—with logical categories like Rooms, Meetings, Dining, Events, and Local Experiences. Use straightforward headings, like “Deluxe King Suite” or “Event Spaces for Business Travellers.” This helps AI and potential guests to find exactly what they’re looking for
To optimise your hotel website’s structure:
- Organise with clear menu items: Rooms, Offers, Meetings & Events, Local Guide, FAQs, Reviews, Contact, Blog, Book Now. No clutter.
- Use real words for headings, not jargon. For example, “Family Room” beats “Premium Suite”.
- Ensure every room and service has its own page with its own heading and a few paragraphs; it’s much easier for AI to “find” what you offer.
- As a rule, never hide booking info or basic details behind pop-ups or downloads.
2. Helping search engines make sense of your content
Schema markup is one of the strongest AEO tools available. For an overview, see this guide to Review Schema. It provides AI with clean, structured data that makes your content easier to read and trust.
A simple way to implement schema markup:
- Use key hotel schema for basic details: address, amenities, ratings.
- Add FAQ schema for key questions people ask (check-in and check-out times, cancellation policies, breakfast options, WiFi). This is key particularly for AI voice search.
- Feature authentic and up-to-date reviews with Review schema.
- Update these schemas every time something changes to keep all of your content current.
Using FAQs to give guests (and AI) clear answers
Clear FAQs are a core part of AEO. They allow AI to match real questions with precise answers, increasing the likelihood of your hotel appearing as a direct response.
Travellers and AI tools both want straightforward answers. A detailed FAQ section makes it easier for AI to understand your hotel and recommend it for direct bookings.
Popular FAQs for hotels:
- When are check‑in and check‑out?
- What is the cancellation policy?
- Do you offer free Wi‑Fi?
- How do I get to the hotel from the airport?
- Are pets allowed?
- What amenities are available?
- Any local recommendations?
- Can I host an event or meeting?
Be sure to write all of your answers in plain English, skipping the fancy jargon. Whenever things change, be sure to make the relevant updates on your website. If your team gets a question from potential guests more than once a week, it’s a good idea to add it to your FAQ page.
3. Making your meeting and event spaces easy to choose
Meeting and event content contributes to both AEO and GEO by giving AI-specific, niche‑focused information that event planners and business travellers often request.
Business travellers and event planners ask highly specific questions, so meeting and event spaces must be easy to find, simple to understand, and clearly structured. This strengthens both AEO and GEO signals.
What to include:
- A dedicated Meetings and Events page with capacity, amenities, photos, and room layouts.
- An FAQ section specifically for events (e.g., “Can we bring our own AV equipment?” “Is there wheelchair access?”)
- Schema markup for event spaces.
- Any awards or accolades to build authority.
4. Inspiring guests with what’s around you
Local content is one of the strongest GEO signals. It helps AI understand your hotel's context and recommend it for location‑based or experience‑based queries.
Guests don’t generally want to be cooped up in their hotel rooms. Featuring local activities and attractions is always a surefire way to give potential guests the nudge they need to complete their booking. Not only that, but associating your hotel’s name with nearby activities and landmarks boosts your chances of appearing in AI search results.
Include:
- Guides to area attractions, restaurants and events
- Walking times or transport advice from your hotel
- Special offers with local businesses
- Use real photos, avoiding stock imagery
- Link to local partners and events.
5. Helping guests get to you without hassle
Transport details support AEO by giving AI clear factual information that answers common practical questions.
AI assistants love clear and concise instructions, and so will potential guests. Explain exactly, and in detail, how to reach your hotel, including public transport options and parking. And as things like road closures and transit updates change, make sure to update these to keep the trust of your guests.
Essential information:
- Directions from airports and/or train stations with hotel contact information
- Shuttle service details and how to make a reservation
- Parking options and rates
- Maps and walking routes
6. Making your key policies easy to understand
Policies are essential AEO content. AI prioritises hotels with transparent, easy‑to‑read information that removes booking uncertainty. Policies shouldn’t be buried in fine print. Place them prominently on relevant pages.
What to include:
- Standard and early/late check-in/out times
- Cancellation policy in plain, understandable language
- Accepted payment options (and deposit info)
- Any current health or safety updates
7. Using reviews to build trust with future guests
Reviews are powerful GEO signals because AI often uses guest language to understand what a hotel is known for and who it is suited to. Display trusted reviews prominently, using the Review schema to help search tools feature them. Ask for fresh reviews regularly, and respond to them publicly.
Pro tips:
- Regularly and consistently add guest reviews to boost AI search visibility and drive fresh feedback
- Show your real review score, number of reviews, and quotes from happy guests
- Feature reviews about your strengths: cleanliness, location, service, vibe
- Respond to negative reviews honestly, showing you care
8. Showing off what makes your hotel credible
Authority signals strengthen both AEO and GEO by helping AI validate your hotel's reputation and reliability. Mention awards, certifications, media mentions, and places you’re recommended. Link to travel sites, PR hits, influencer posts. AI pulls these as proof you deliver.
Ideas for showing authority:
- “As seen in Condé Nast” with a link
- “Voted Top 10 Boutique Hotels in NYC, 2024.”
- Certifications (eco‑friendly, family‑friendly, pet‑friendly)
- Quotes from experts or influencers.
Regularly update these as you win new accolades or receive fresh PR.
9. Keeping your website feeling fresh and up to date
Freshness is an important AEO factor. At the end of the day, AI favours content that’s alive, which means content that is constantly evolving. It’s always a good idea to schedule in time to update your hotel’s blog, FAQ, room descriptions, and photos every few months. Share seasonal deals, new amenities, and staff stories. Freshness signals to AI that you’re active and trustworthy.
How to stay fresh:
- Add new photos or videos every quarter, featuring the different seasons
- Update room descriptions for seasonal changes (“extra blankets for winter”)
- Write blog articles about local news, upcoming events, and notable hotel updates
- Review and refresh FAQs as new questions arise from visitors
10. Answering the questions guests ask most
Understanding common guest intent improves both AEO and GEO by ensuring your content aligns with real search behaviour. Put yourself in your guest’s shoes. What might you search for before booking? Think like they do, and then answer those questions directly
Sample search intents:
- “Pet‑friendly hotel near Central Park”
- “Best NYC hotel for events”
- “Family room with kitchen NYC”
- “Hotel with shuttle to JFK”
- “Cancellation policy NY hotel”
Make it easy for AI to match real-world searches to straightforward answers on your site. Use active language and include these phrases naturally.
11. Using your blog to help travellers plan better
Blog content is valuable GEO material, helping AI connect your hotel to themes, interests, and experiences travellers search for. Write about local attractions, insider travel tips, special offers, staff stories: anything that helps travellers plan better. AI loves blogs that answer questions and solve problems.
Topic ideas:
- Top family activities near the hotel
- How to host a successful business meeting
- Tips for travelling with pets
- What makes your breakfast special
- Behind the scenes with your concierge
Always be sure to link back to your core pages with clear pathways to booking CTAs, and update posts regularly.
12. Understanding what travellers search for
Analysing search behaviour gives you insights that reinforce both AEO and GEO by showing you what content matters most to guests. Don’t let your data go to waste. Check Google Analytics (GA4) to see how travellers are finding your hotel and what questions they ask. Look for referral traffic from Search Generative Experience (SGE), AI chatbots, or new apps.
Quick method:
- GA4 → Acquisition → Traffic acquisition
- Filter referral and organic sources
- Look for chatbot or AI assistant referrals
- Identify questions or journeys that lead to bookings
Use this information to update your hotel website and FAQ page based on what you find.
Strengthening your direct channel for the future
For hotels, this shift to AI search isn’t something to fear; it’s a huge opportunity to outpace your competition. AI search gives smaller and independent properties a real chance to shine, especially when their online presence reflects what today’s travellers care about most: clarity, authenticity, and convenience.
Make sure your website answers real traveller questions, loads quickly, and highlights what makes your property different. Make sure to keep your content accurate, fresh, and easy to navigate. These simple steps make a big difference in how AI ranks and recommends your hotel.
The best results come when you take ownership of the entire guest journey from initial search to final checkout. And in 2025, building a high-performing direct booking channel just requires some focus. The tools are there, and the opportunity is very much within reach.
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