What It Means for Hotel Marketers

For years, hotels and travel marketers have battled for one thing: visibility on Google. But in 2026, the game has changed. Search is no longer just about search engines. It’s about generative engines—AI-powered tools like ChatGPT, Google SGE, and Microsoft Copilot that are rapidly becoming trusted travel advisors. And that means we’ve entered the era of Generative Engine Optimization (GEO). The rise of generative search engines means hotel marketers must adapt by creating high-quality content to satisfy emerging AI channels and modern travelers.

The AI Shift in Travel Planning According to the 2026 TravelBoom Leisure Travel Study:

• 83% of travelers have used or are interested in using AI tools to help plan their trips
• 67% say they trust AI-generated recommendations

This isn’t fringe behavior. It’s becoming mainstream, particularly among Millennials and Gen Z. These generations are using AI not only to plan where they go, but also where they stay, what they eat, and how they build their entire travel experience. And if your hotel isn’t showing up in AI-generated recommendations, you may be invisible to them.

What is GEO? 

GEO is the process of structuring your online presence so that AI tools can find, understand, and recommend your brand in their responses.

Unlike traditional SEO, GEO isn’t just about ranking. It’s about:

• Contextual relevance
• Answering traveler questions directly
• Building structured authority

AI engines don’t just scan web pages. They synthesize content, reviews, and third-party signals to form opinions. That means your digital footprint must be cohesive, credible, and content-rich.

What GEO Requires of Hotel Marketers 

To optimize for generative AI engines, hotels should focus on:

• Structured, high-quality content: Think educational blog posts, robust FAQs, destination guides, and value-packed landing pages.
• Frequently updated web pages: AI tools prioritize freshness. Keep core content, hotel rates, and amenities current.
• Clear brand signals across the web: Consistency across platforms like Google, TripAdvisor, Yelp, and social media builds trust with AI engines.
• Schema markup and structured data: Use structured metadata to help machines understand your content more deeply.

How to Make GEO Work for Your Hotel 

Here’s a tactical approach to getting started:

1. Write for the traveler, but with AI in mindFocus on long-form, conversational content that answers common questions: “What’s the best pet-friendly hotel in Charleston?” or “Where can I stay near a music festival in Asheville?”
2. Audit your online listingsEnsure consistency in your NAP (name, address, phone) data and descriptions across Google Business, OTAs, and review platforms.
3. Incorporate FAQs and how-to contentCreate on-site resources that speak directly to booking behavior, like cancellation policies, nearby attractions, or how to book a room with specific amenities.
4. Build authority outside your siteSecure high-quality backlinks, industry mentions, and local press coverage. These are “credibility markers” AI tools factor into rankings.
5. Monitor emerging AI channelsAs platforms like Google SGE roll out, observe how they display hotel recommendations. Optimize for featured snippets and conversational summaries.

The Future of Travel Search Is Conversational 

Travelers no longer want to scroll through pages of search results. They want answers. GEO ensures your hotel is part of that answer. And because most of this activity happens higher in the funnel, showing up early helps you own the guest relationship before an OTA does.

Don’t get left behind. GEO is more than a tech trend, it’s the evolution of digital visibility. The hotels that invest now will be the ones AI tools reward later.

About TravelBoom Hotel Marketing

TravelBoom specializes in developing and executing customized data-driven marketing solutions that drive direct bookings and growth for its clients. With over 25 years of experience in digital marketing for travel and hotels, TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for our clients and reduce reliance on third-party channels. TravelBoom is also host of the world’s #1 ranked Hotel Marketing Podcast and its quarterly Traveler Sentiment Study both of which can be found at www.travelboommarketing.com.