Fastrack Digital points out that hotels shouldn’t be just search engine ready, but they now need to be artificial intelligence (AI) search ready, too.
As AI tools like ChatGPT and Google's Search Generative Experience (SGE) rapidly change how people search, plan, and book travel, hotel, tourism, and accommodation, brands must take urgent action to ensure their digital presence is AI-discoverable.
Traditional SEO alone is no longer enough, and AI is already reshaping the customer journey, and major OTAs and travel platforms are optimising their content specifically for generative engines .
By doing so, these travel-centric businesses can achieve greater visibility and can see a significant rise in bookings.
Fastrack Digital’s managing director Adrian Caruso opines: “If AI can't find you, no one can. Hotels and tourism businesses that fail to adapt risk losing valuable direct traffic and falling further behind the big players.”
Generative Engine Optimisation is the new game in town
To compete in this evolving landscape, businesses must now focus on Generative Engine Optimisation (GEO).
This new approach involves searches that go beyond keywords and backlinks.
In practise, GEO prioritises:
- Structured data and schema implementation
- Clean, crawlable site architecture
- Content formats designed to surface in AI-generated answers
- A focus on solving traveller intent, not just ranking for search terms
With AI adoption accelerating, particularly among older travellers, being discoverable by tools like ChatGPT is becoming as important as traditional search visibility.
