5 Key Steps to Optimize Your Hotel Website for AI Search

AI is transforming how people research, plan and book travel. For hotels, staying on top of this trend will determine whether they are shown to travelers or disappear into the unlit corners of the internet.

More and more travelers gravitate towards generative AI tools like ChatGPT and Claude to assist in trip planning. Their ability to provide straightforward answers to complex questions makes them function almost as a travel agent – only much faster.

At the same time, Google is accelerating the shift with its new AI Overviews. This built-in feature provides AI-generated summaries on top of the traditional search results that directly answer the user’s search query. This means users increasingly get answers without clicking through to websites.

So, how can you make sure your hotel or B&B appears front and center in AI answers and gets recommended to travelers? This guide shows you exactly how to adapt and optimize your website in 5 clear steps.

What is AI search and how does it work?

AI search tools – like ChatGPT and Claude, to name a few – leverage artificial intelligence, including machine learning and large language models (LLMs), to answer complex natural‑language queries such as:

“We’re a family with two toddlers visiting Lyon for a week. Where can we stay close to kid-proof outdoor activities?”

They are built to understand the deeper context and intent of the query, rather than just matching keywords like traditional search engines. They produce direct, conversational responses instead of a list of website links. Behind the scenes, many AI tools combine generation with retrieval. This means they pull information from trusted web sources and synthesize a response, often linking back to those sources.

AI search doesn’t replace your website. Think of it as a new channel next to traditional search results. It routes travelers to your site, provided your content is clear, well-structured and easy for AI models to understand.

Why should hotels optimize their website for AI search?

The days of dismissing generative AI as a gimmick are well in the past. Just like regular search engines took the world by storm in the 90s, AI-driven search is rapidly transforming how users access information online. Adoption rates are rising fast and so is AI-referred website traffic.

For hoteliers, this creates both a challenge and an opportunity. AI search offers a valuable new marketing channel that will not only name-drop your accommodation but also direct users to your website. Only, your current website may work for traditional search, but it isn’t necessarily optimized for LLMs and AI answers. Updating your site to speak “AI-friendly language” is the key to being found by future guests.

Google’s AI Overviews are blocking your hotel website traffic

A major factor driving the shift towards AI search is Google itself. With AI Overviews now live for all users, travelers are increasingly getting summarized answers directly at the top of the results page. This means that users don’t have to scroll through and click on links to find the information they need.

The implementation of Google’s AI Overviews has had a dramatic impact on organic traffic to websites across all industries. The silver lining is that AI Overviews not only cite but also link sources. If your hotel website provides well-structured, detailed answers to common queries, it’s more likely to be referenced and clicked on by potential guests.

Generative AI like ChatGPT is increasingly used for travel planning

It’s not surprising that more and more people are turning to established generative AI tools like ChatGPT, Claude, Perplexity and soon also Google’s upcoming AI Mode, for travel-related searches. After all, planning a vacation is a complex task that traditionally involves countless searches, browser tabs and hours of comparing options.

Based on a simple prompt, generative AI can provide travelers with:

• Perfectly tailored recommendations

• Detailed hotel comparisons

• Complete itineraries including transport, activities and dining

Because of this, travelers are adopting fast. A survey of 1,000 travelers by Matador Network (2024) found that 22.8% have used AI and 34.4% intend to use AI to plan or assist with travel. According to Deloitte’s 2025 summer travel survey, 15% of Americans now use these applications in trip planning, compared to 10% in 2024. And it’s not just the youngest generation driving this trend.

Deloitte’s survey revealed that almost 1 in 4 American Gen Z’ers and Millennials turn to AI tools like ChatGPT for researching and planning trips. Gen X is catching up quickly: 13% have now jumped on the bandwagon, compared to only 7% last year. Boomers are slower to adopt AI search, with 6% of them using it for trip planning in 2025.

Percentage of people using generative AI tools for travel planning (Deloitte, 2025)

 Across all generations, no less than 15% of Americans are relying on AI search platforms to help them with travel planning in 2025. That is a large chunk of your hotel guests. Nearly half of these travelers (46%) use it to explore accommodation options and 42% have actually booked based on these AI recommendations this year. Even more users research activities and attractions in specific destinations (61%) and destinations in general (48%) through their favorite AI search tool.

While Google’s Overviews can dampen website traffic, generative AI platforms like ChatGPT and Perplexity are driving new streams of traffic. In May 2025, AI-referred sessions were up 527%, according to Previsible’s AI Traffic Report.

How to make your hotel more visible on ChatGPT and other AI search platforms

As AI searches are increasingly replacing traditional ones, hoteliers need to update their website in order to be found by potential guests. But, how do you ensure your property is referenced there?

Here’s the truth: Your current website setup isn’t built with LLMs in mind. It’s designed to be found by traditional engines like Google. While SEO (Search Engine Optimization) remains important, it won’t help your visibility in AI environments. Let’s dive into the five key steps you need to take in order to successfully adapt and optimize your website for AI search.

Step 1: Find out what your guests are searching

Forget just keywords. To optimize for AI search, your website needs to answer conversational queries directly.

Therefore, the first logical step is finding out what real questions travelers are asking about your property and destination. Research tools like AlsoAsked, Answer the Public, Google’s People Also Ask, Perplexity, Reddit and Quora are goldmines for gaining insight into these queries.

Once you know what people are asking online, you can create dedicated sections on your website that answer those questions directly.

Step 2: Refine and restructure your website content

The way users interact with AI engines like ChatGPT varies greatly from how they search on Google. They use longer queries that closely resemble the way they speak to a real person, either in the form of a full-sentence question or a statement followed by a request (prompt).

Generic search query vs. AI search query

Rather than staying limited to a couple of keywords, AI search queries look like natural conversations. To increase your AI mentions, your website content should follow the same tone. Don’t just focus on keywords, but write in natural language that mirrors AI queries and answers. A great tactic is incorporating common conversational or question-based queries into your headings (titles). Provide a clear and concise answer immediately after these descriptive headings – ideally in 60 words or less – and elaborate in the following paragraphs.

Elaborating is key, because for AI search, the devil is in the details. Therefore, include detailed descriptions of amenities, services and unique offerings in a way that sounds human and engaging. Group them per theme, giving each section a clear, descriptive heading that closely matches the search query. Include bulleted lists when relevant to provide even more detail or clarity. Adding information coming from credible sources – like guest reviews or stories – increases your chances of being cited by AI as well.

Don’t limit your website content to your property. Be sure to add highly-searched information about your destination too. For example, a web page about nearby attractions and activities might contain a section titled: “What to do and see in and around Lyon?”. You can further split these up per target audience: families, couples, friend groups, solo travelers, … The possibilities are endless, as long as you bear in mind what travelers are actively searching online.

Quick checklist for AI-friendly copy:

• Use natural, conversational language

• Avoid keyword stuffing

• Add details and rich context

• Incorporate quotes and stories from staff and guests

• Use headings that mirror search queries

• Organize information in lists and tables

• Answer questions directly and thoroughly

• Group related (sub)topics logically

• Include relevant synonyms naturally

• Avoid conflicting or outdated information

If keywords are the foundation of SEO, structure is the cornerstone of AI search. The way you structure information determines if it gets picked up by AI or not. Ensure all your website content is logically structured under headings and subheadings, applying the appropriate formatting to each title (H1, H2, H3, H4 …).

When your website content is clear, detailed and well-structured, AI platforms are far more likely to reference and send traffic to your site.

Step 3: Add schema markup

Schema markup or structured data is code that helps AI models (and regular search engines) understand your website content better. By adding this code to your web page HTML, you can provide explicit context and label different elements on the page, making it easier for engines to read and categorize. Your content not only becomes more accessible to AI search engines, but will be presented more accurately in their answers.

Major AI search players Google, ChatGPT and Microsoft have all stressed the importance of structured data, claiming their engines use it to reference websites and products. There is no doubt that implementing it can only benefit your hotel’s exposure in AI-generated answers.

This is a high-effort tactic, but one with equally high impact. While you don’t need a degree in programming, you will need to do a bit of reading before getting started. Both Schema.org and Google’s structured data help articles provide in-depth information and step-by-step guides. If you feel overwhelmed, ask your webmaster or your go-to AI tool for help or instructions.

How to add schema markup to your hotel website:

1. Prioritize adding schema markup to these pages, if your website has them: FAQ, contact, location, guest reviews, rooms, offers, blog articles, terms and conditions, and any other highly informative pages.

2. Use the Schema.org library and templates or Google’s Structured Data Markup Helper to generate the needed code. Alternatively, ask your webmaster for help.

3. Copy the schema code and paste it in the HTML of your web pages, or ask your webmaster to do this.

4. Use Google’s Rich Results Test and Schema Markup Validator to test and validate your schema before publishing.

Step 4: Answer Frequently Asked Questions (FAQs)

At this point, it shouldn’t surprise you that AI-powered engines favor the clear and structured format of FAQs. It helps them generate clear and accurate answers to user queries.

If you haven’t already, create a well-structured, extensive FAQ page on your website to address relevant questions in a straightforward way. Refer back to your findings in the first step of this guide: What are potential guests asking about your accommodation, destination, region and country during their research or planning phase? You can also address some of these queries in dedicated FAQ sections on other web pages if that makes more sense.

You can also start from your accommodation’s unique assets and incorporate them into FAQs: large outdoor or indoor swimming pool, proximity to the airport and public transport, special deals …

For example:

• Query: Do you need an emissions sticker for Lyon?
  FAQ: Do you need an emissions sticker for Lyon? Yes, you need an emissions sticker to enter Lyon by car. We recommend registering well in advance via …

• Query: Which hotels in Venice are easily accessible from the airport by public transport?
  FAQ: Is Hotel Lighthouse easily accessible from the Venice airport by public transport? Yes, Hotel Lighthouse is easy to reach by train and bus from the airport in less than 30 minutes. (Make sure to include further details about the train/bus guests can take.)

• Query: Are pets allowed in Hotel Lighthouse?
  FAQ: Are pets allowed in Hotel Lighthouse? Yes, pets are welcome to stay at Hotel Lighthouse. We just ask that you inform us in advance if you plan on bringing your furry friend.

Don’t forget to give these Q&A sections the right formatting, structure and schema markup (see step 2 and 3 above).

Step 5: Collect backlinks from reputable sources

Tourism boards, local vendors, travel blogs, review websites, forums, news outlets … When these authoritative parties reference your website, it tells AI that you’re a trustworthy source, increasing your chances of being cited.

Produce original articles that are likely to get picked up by different outlets. These blog posts might include: trying and rating local food, uncovering the latest travel trends, visiting new attractions in your region, … Additionally, invest some time in PR (public relations) whenever you have exciting or fun news to share. Has your property undergone a full renovation to be more eco-friendly and provide more comfort to guests? Has your team participated in a charity initiative? Are you hosting your own event soon? Let the world know!

Lastly, establish partnerships with local businesses and refer to each other’s website along with a positive, detailed description. Aim for contextual links to relevant web pages, not just your homepage. If you want to take it one step further, you can look into influencer marketing and sponsorships to get your property talked about online.

How to establish backlinks to your hotel website:

• Partner with tourism boards, local vendors and travel blogs

• Publish original articles about local food, events or trends that others will cite

• Share newsworthy updates through PR (renovations, charity initiatives, events)

• Collaborate with local businesses and cross-link your websites

• Explore influencer marketing or sponsorships

Bonus tip: Look beyond your hotel website

LLMs don’t just pull information from websites, but from various online sources. Think social media platforms like LinkedIn and Facebook, OTAs, forums like Reddit and YouTube. Therefore, having a strong online presence across a variety of platforms is key.

If you haven’t already, start by creating a LinkedIn page and Google Business Profile for your property, and fill them with the same valuable content as you did your website. This is essential for regular SEO too.

Next, start strengthening your presence on platforms that revolve around user-generated content. Social network sites YouTube and Facebook, as well as popular forums like Reddit and Yelp feature numerous travel-related recommendations and reviews from real people – information that is extremely valued by AI search engines. Set up your own accounts and get your hotel talked about on these sites to increase your chances of being mentioned in AI answers.

Make sure all your OTA listings are up-to-date, complete and consistent. Include all relevant information that travelers are frequently looking for: pet-friendly, free parking, on-site dining … Pay special attention to your profile on review website TripAdvisor, one of the most cited platforms by AI tools, ranking behind Reddit, YouTube and Yelp.

The stronger and more consistent your digital footprint, the more likely AI is to surface your property in answers.

Use AI to your advantage

A large chunk of leisure travelers are using AI search for trip planning, yet hotel brands currently lack visibility in the answers generated. This is your time to act. You now have the opportunity to gain a competitive edge and optimize your online presence for AI.

Following these five steps allows you to increase your hotel’s visibility in AI answers, attract more travelers to your website and – ultimately – boost bookings.

Don’t view AI as a threat, but as an opportunity to get ahead of your competitors. If you wish to know more about using AI to your advantage, be sure to check out our quick guide to getting started with AI for independent hoteliers.

Lighthouse brings AI to independent hoteliers

Just as AI transforms the way hotels are discovered and booked, Lighthouse’s AI-powered platform is redefining how independent hoteliers run their property.

From optimizing your prices, promotions and inventory on OTAs to simplifying your day-to-day operations – Lighthouse enables you to leverage AI automation with ease. That way, you not only see your revenue grow, but you win back time to focus on what actually matters: guest service.

We innovate continuously, so our clients stay ahead of the curve. One of our newest solutions, Connect AI, turns AI searches into bookings. It bridges the gap between hotels and AI-powered travel planning platforms, ensuring your property is discoverable and bookable directly through those systems.

Lighthouse isn’t just keeping pace with the industry – it’s actively shaping what’s next in hospitality. If you’re ready to explore how our AI-driven solutions can help you compete successfully in this rapidly evolving landscape, get in touch with one of our team members today.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.

This article originally appeared on Lighthouse.