Trish Leighton on Hotel SEO in the Age of AI

Behind every successful Vizergy solution is a team of innovators, strategists, and creatives who live and breathe hospitality. The Vizergy Interview Series brings their insights front and center, featuring discussions that span search, paid media, web design, technology, and more.

In this episode, we sit down with Trish Leighton, Senior Manager of Search at Vizergy, to talk about the evolving world of hotel SEO, the rise of AI-driven search, and how hotels can compete in a landscape dominated by OTAs and conversational search.

q1: how do you approach seo for hospitality businesses competing with otas?

• OTAs dominate top-funnel searches like “hotels in [city],” but hotels can win on long-tail, conversational searches that reflect real booking intent.
• Focus on content that highlights your unique experience and amenities—what makes your property special.
• Use your website to answer the questions potential guests are asking: What’s nearby? What packages or dining options are available?
• AI tools and search overviews pull from rich, specific content—so the more you provide, the more visible your site becomes.

q2: how has ai changed the way people search for and consume travel information?

• Guests now use more conversational, question-based searches, often expecting full answers in a single result.
• AI overviews pull data from multiple sources—blogs, OTAs, FAQ pages—so hotels need to make sure their site content is complete and authoritative.
• “Zero-click searches” are increasing, meaning users get what they need directly in search results. This makes content quality and visibility more important than ever.

q3: how do seasonal trends influence keyword research and content planning?

• Traditional keyword research is less relevant; the focus has shifted to answering real guest questions.
• Instead of chasing keyword volume, analyze what content AI engines are prioritizing and replicate the best-performing structures and topics.
• Build or enhance content that answers those same queries better, with richer context and clarity.

q4: how can hotels balance seo with visually focused, design-heavy websites?

• Good design and good SEO are not at odds—a well-structured, visually engaging site supports both goals.
• Strong navigation, organized content, and high-quality visuals help users stay longer and engage more deeply.
• SEO and design teams should collaborate from the start. Every new website should include an SEO audit and consultation before launch.

q5: what metrics matter most for seo success in hospitality today?

• Rankings and traffic tell only part of the story.
• Look at quality of traffic and engagement: Are visitors checking rates, viewing FAQs, or calling your property?
• With AI and zero-click results reshaping search, success is measured by visibility, conversions, and relevance, not just clicks.

take the next step: seo built for hotels

Your guests’ search habits are evolving fast—and your SEO strategy should too. Vizergy’s SEO experts can help your property capture visibility where it counts most: at the moment guests are ready to book

About Vizergy Digital Marketing

For over 25 years, Vizergy has served the hospitality industry with leading marketing technologies and exceptional service for clients worldwide. Vizergy’s platform is easy to use, turnkey, and SMART — continually enhanced to help hotels compete within the market and maximize revenue. By leveraging a data-first approach, hospitality marketing is not only the mission, but Vizergy’s sole focus. Reach out to our team for more information.