Hotels across Asia-Pacific are adopting Generative Engine Optimisation (GEO) to remain visible as event planners increasingly rely on artificial intelligence tools rather than traditional search engines to find venues.
More than 70% of event planners now source venues online, but the discovery process is shifting toward conversational AI searches and large language models (LLMs). Graham Pope, Vice President of International at Cvent said this change is challenging hotels to rethink how they present information online.
“The first thing to remember is that more than 70% of event planners are sourcing their venues online. But that planner discovery process is shifting. It's shifting from traditional SEO, web based search to AI and conversational search,” Pope said.
As planners increasingly use AI to ask broad questions about potential venues, platforms with structured and trusted data are becoming key sources for recommendations. “International planners are using LLMs to source venues, and they're asking or starting with some very broad questions,” Pope said. “What AI relies upon is structured, structured, trusted data sources.”
This shift is making GEO, optimising hotel information for AI-driven search, an essential strategy for hospitality operators seeking to maintain visibility in planner searches.
According to Pope, two key elements determine how well hotels appear in AI-driven recommendations: structured data and content.
Hotels must ensure their venue profiles contain complete and detailed information about facilities. “Eensuring you're showcasing meeting space, your capacities, your floor plans and imagery is incredibly important.”
Regular updates are equally important, particularly when properties undergo renovations or introduce new services. “If you've had a renovation, if you're adding new amenities, if you're updating anything within your property, making sure you're showcasing that so you can engage with those planners,” Pope said. AI tools also gather information from multiple online sources, including reviews and other credible mentions across the web.
Hotels that move early to adapt their content and data strategies could gain a competitive advantage in attracting international events business. Pope said early adopters will likely see stronger visibility and more qualified inquiries from planners using AI tools.
“The benefit of this is that you will get much more highly qualified RFPs through LLMs because planner searches are becoming more and more personalised,” he said. Hotels may also gain broader global exposure to international planners through these platforms.
With AI-driven venue discovery expanding rapidly, Pope said hotels that fail to adapt risk losing market share to competitors with stronger digital content strategies.
