From Keywords to Conversations: The Ultimate Guide to Generative Search for Hotels

Introduction

Over the past year, the internet has quietly entered what I call a "post-search era." For more than two decades, search engines have been the cornerstone of our online experience, organizing webpages through algorithms designed to match user-typed keywords with ranked lists of hyperlinks. Today, that model is undergoing a profound transformation. Generative AI models, capable of producing context-rich, conversational answers, are replacing static results pages, ushering in a new paradigm for discovering, consuming, and interacting with information. In this article, we'll explore the key points to consider for staying relevant in this rapidly evolving digital landscape.

This article was written with the invaluable help of Alessio Re. Alessio is a seasoned technology expert and the driving force behind Xpitality, a Milan-based digital agency pioneering innovative solutions since 2014, and we've been working together on several successful projects for over a decade. With a strong background in IT and open-source systems, he specializes in modern tech approaches like headless architectures, serverless solutions, and privacy-first strategies, empowering organizations to manage their data securely and efficiently. Now based in Zagreb, Croatia, Alessio blends his passion for technology with a global outlook shaped by having lived in seven countries and traveled to over 80. (more info: https://xpitality.com)

In this article, you will learn:

What generative search engines are and how they are transforming the digital landscape, shifting from a keyword-based approach to personalized and conversational responses.
Why traditional SEO tactics are no longer sufficient and how Generative Engine Optimization (GEO) can help improve visibility in AI-driven results.
The importance of optimizing content and data for conversational AI, ensuring that your property's unique selling points, guest reviews, and imagery are presented effectively.
How to leverage metadata and regularly update property listings on platforms like Google Maps and Bing to enhance discoverability by AI systems.
The crucial role of structured and real-time data in ensuring availability, pricing, and policies are always accurate and up-to-date.
How to use innovative technologies like the Managed Content Protocol (MCP) to securely and precisely synchronize information between hotels and AI platforms.
Why guest reviews influence AI-generated rankings and how to actively manage feedback to improve your position.
How AI agents are evolving from search tools to transactional systems capable of handling bookings directly and offering personalized experiences.
Specific strategies to optimize visibility on AI platforms like ChatGPT, Perplexity, and Google SGE, each with distinct approaches and advantages.
How to adapt your digital infrastructure to prepare for the AI-driven future, improving legacy systems and adopting solutions like headless CMS for smoother data sharing and accurate representation.

What Is Generative Search, Anyway?

Traditional search engines prioritize keyword matching and page authority. A typical search query usually returns paid ads at the top, organic links below, and aggregated review sites further down. Generative search engines invert this workflow. By leveraging large language models trained on massive datasets, these systems analyze user queries and produce synthesized, real-time answers. Instead of navigating multiple sites, users receive conversational responses akin to advice from a knowledgeable friend. It's a shift from an "aggregative" web to a "generative" web. Queries can be refined through follow-up questions or conversation starters, all without returning to the search page. This seamless dialogue significantly reduces friction between asking a question, discovering relevant information, and taking action. And this shift is not merely technological; it signifies a cultural redefinition of how we consume and interact with knowledge. Leading the charge are platforms like ChatGPT, Google SGE, and Perplexity, while newcomers such as Meta are rumored to be eyeing the generative search space. The stakes are monumental: search represents a $200 billion market long dominated by Google that doesn't just sit back and watch: its Search Generative Experience (SGE) has already rolled out in 120 countries (but awaits European approval due to stringent privacy regulations).

How Does It Work?

Picture this: you open Google and type "best hotel in Paris." A cascade of blue links floods your screen, interspersed with sponsored results and affiliate listings. Now, try the same search on Perplexity. The contrast is extreme. Instead of a static list of options, you're drawn into a dynamic conversation. You can specify your needs ("a romantic weekend near the Seine, with a balcony, under €300," for example) and receive personalized suggestions, often enriched by real guest experiences.

This transformation in how we search is not just a technological novelty; it's reshaping the hospitality industry in profound, practical ways. AI-driven search tools empower travelers to make decisions that align more closely with their preferences, and it’s not uncommon that guests now arrive at hotels armed with AI-generated insights, often more decisive and well-informed than ever before. This evolution is influencing booking patterns and raising the bar for guest expectations.

Where does Google stand?

For decades, traditional search engines have defined how we access information online. Their hierarchical structures and algorithm-driven rankings shaped the strategies businesses employed to achieve visibility, creating an environment where keywords and backlinks ruled. However, a new wave of AI-powered search engines is completely changing how users access and interact with information. Despite the rise of new AI-driven competitors, however, Google remains the unshakable titan of the search world. Its dominance isn't just due to its popularity but is rooted in the unparalleled scale and depth of its ecosystem. Often referred to as having a "data moat," Google has leveraged assets like its 40 million digitized books, Google Maps, YouTube, and the oceans of data generated by Android and Chrome users to build an interconnected web of services that feed its search capabilities. In the hospitality industry, in particular, Google Maps has emerged as a cornerstone of hotel discovery. Its integration with Google's Gemini AI has transformed it from a navigation tool to a comprehensive planning platform. For instance, a traveler searching for "luxury hotels in Barcelona near the Gothic Quarter" might receive a synthesized response that includes top-rated hotels, live pricing, guest reviews, and nearby attractions—all within a single interface.

This seamless experience not only saves time but also enhances decision-making by presenting actionable insights in real time. Visibility within Google's ecosystem is, therefore, more important than ever. Tools like Google Business Profiles, Google Maps listings, and integration with Google Travel are essential for capturing the attention of tech-savvy travelers who rely on AI-powered search for planning.

The Role of Partnerships in AI Search

Strategic partnerships are a linchpin in the success of AI search platforms, enabling them to deliver reliable, high-quality results. For example, OpenAI has secured exclusive agreements with prominent publishers such as News Corp, Associated Press, and Axel Springer. These collaborations allow platforms like ChatGPT to integrate trusted data directly into their AI-generated responses, enhancing both accuracy and credibility by leveraging authoritative sources. However, while these alliances offer significant advantages for larger entities, they present challenges for smaller players. Independent hotels and boutique properties, often lacking the resources to negotiate similar partnerships, face the risk of being sidelined in AI-generated recommendations. As AI systems increasingly favor content from well-integrated providers, smaller businesses must innovate to maintain visibility and remain competitive. Without proactive strategies, they may find themselves overshadowed by larger, better-connected competitors. Despite these challenges, the rise of AI search also presents interesting opportunities for boutique and independent hotels. Historically, their defining characteristics (eclectic décor, a rooftop bar with panoramic views, or an artisanal breakfast menu, etc.) were often buried in lengthy reviews or overshadowed by the marketing muscle of larger chains. AI-powered searches are shifting this dynamic, surfacing these unique features more prominently and weaving them seamlessly into broader travel recommendations. Moreover, AI’s ability to analyze guest reviews, booking data, and travel trends provides hotels with an unprecedented chance to refine their offerings. By identifying what resonates most with guests—whether it’s location, specific amenities, or personalized experiences—hotels can craft compelling narratives that appeal to both AI algorithms and human travelers.

Legal Challenges and Content Rights in AI-Powered Search

As AI platforms increasingly rely on partnerships and explore new monetization strategies, critical questions about data use, ownership, and fairness are coming to the forefront. The legal and ethical challenges of AI-powered search are shaping how digital content is sourced, represented, and protected, influencing not only the future of search but also the broader digital economy. These debates will determine how businesses of all sizes can thrive in an evolving landscape where data accuracy and transparency are key to success. For the hospitality industry, which heavily relies on data visibility and traffic-driven bookings, these issues are particularly acute. As AI systems become more sophisticated in aggregating and presenting information, two critical concerns have emerged: how AI models acquire their training data and how they present that data to users.

AI models are trained on extensive datasets, much of which is scraped from publicly available content. While this approach has fueled the advancement of AI, it has also sparked contentious debates around copyright infringement and fair use. In the United States, courts have largely upheld the notion that training AI on publicly available data qualifies as "fair use." For instance, in a 2024 lawsuit against OpenAI, the court ruled in favor of the company, stating that AI systems “synthesize” rather than replicate content verbatim, thereby falling within the bounds of fair use. This decision aligns with a broader U.S. consensus that supports the lawful use of public data for AI training. With the incoming administration, this position is unlikely to change. Europe, however, has taken a more stringent stance. In March 2024, French regulators fined Google €250 million for training its Gemini AI on publisher content without proper licensing agreements. This decision underscores Europe’s commitment to stronger content protection laws, signaling a potential shift toward global regulations requiring that even publicly available data be licensed for commercial AI use.

For hotels and other businesses, these legal developments present both challenges and opportunities. If stricter global regulations are adopted, AI systems may lose access to key data sources, potentially reducing their ability to deliver accurate and comprehensive recommendations. This could create gaps in AI-generated results, impacting visibility for hotels that rely on AI-driven platforms for bookings. Conversely, such regulations could empower businesses by granting them greater control over their data. Hotels might negotiate licensing agreements, ensuring fair compensation when their content is used for AI training or recommendations. These developments could also level the playing field, allowing smaller properties to benefit financially from the use of their data by larger AI platforms.

The end of websites? The Zero-Click paradox

AI-powered platforms aggregate and synthesize data from multiple sources to deliver comprehensive answers directly to users, bypassing the need to visit original websites. This phenomenon, known as zero-click searches, is already reshaping user behavior. A 2024 report by SparkToro revealed that nearly 65% of Google searches now conclude without a click. For the hospitality sector, this shift poses a serious threat to direct traffic and bookings. For instance, a traveler asking an AI assistant, “What’s the best beachfront resort in Phuket with a spa and free breakfast?” might receive a detailed response, including pricing, amenities, and availability, without ever being directed to the hotel’s website.

While this benefits users by streamlining their search experience, it deprives hotels of the direct engagement necessary to build customer relationships and reduce reliance on commission-heavy Online Travel Agencies. Compounding these issues is the lack of proper attribution in AI-generated summaries. Many systems fail to credit the original sources of their data, raising ethical concerns about ownership and compensation for content creators. For the hospitality industry, this means that hotels must remain vigilant about how their information (pricing, amenities, reviews, and availability) is used by AI platforms. Understanding where and how this data appears is critical to maintaining control over brand representation. Moreover, hoteliers and associations should push for industry standards and regulatory frameworks that ensure fair compensation and attribution when their data is used by AI systems.

Advertising

Traditional metasearch platforms (such as TripAdvisor or trivago) serve as aggregators by collecting and displaying data from multiple booking sites, allowing users to compare options like pricing, availability, and features. This function is crucial in providing transparency and helping consumers make informed decisions. However, the generative web introduces a paradigm shift. Generative search engines can take disparate information sources and combine them into a single, coherent conversation or response. For instance, instead of listing ten hotel options with varying prices and availability, a generative AI could analyze the user's preferences and generate a tailored recommendation based on real-time data, reviews, and contextual insights. This level of personalization and simplification has the potential to make traditional metasearch platforms redundant. However, metasearch platforms still hold an advantage: they are already integrated into the hospitality ecosystem and have access to vast inventories and real-time pricing through established APIs. If metasearch platforms adapt (and they should, if they don’t want to become irrelevant), they could become indispensable by feeding their data directly into these generative AI systems. This would allow them to remain relevant by evolving from user-facing aggregators to backend data providers. Such integration would ensure that generative systems have access to accurate, up-to-date inventory and pricing information, redefining the role of aggregators from simply collecting data to ensuring its quality, timeliness, and interoperability with AI systems. Aggregators could become critical, behind-the-scenes partners in the generative ecosystem, enabling seamless interactions between data sources and AI-driven platforms.

That being said, generative search systems are not only transforming how users access information on search engines and metasearch engines, but are also disrupting traditional advertising models that have long underpinned search engine revenue. These changes challenge the dominance of the cost-per-click model while opening the door to new monetization strategies. In the traditional search ecosystem, advertisers paid based on user clicks. This model thrived when users relied on links to navigate to external sites. However, generative search systems, which deliver contextually rich answers directly within the interface, often eliminate the need for users to click on external links. For instance, if an AI system responds to a query about "luxury hotels in Paris under €300" with a synthesized list of options, users may not need to click further to make a decision. This reduces the effectiveness of CPC-based campaigns. Generative platforms, such as Perplexity, are already experimenting with CPM models that charge advertisers based on ad impressions rather than clicks. This approach aligns better with the AI-driven search landscape, where visibility within the interface becomes more valuable than directing users to external sites. And Perplexity is not alone: Google has introduced ads directly within AI-generated overviews. These appear above or below the AI summary and are clearly labeled as sponsored content. For example, a user searching for "family-friendly resorts in Florida" might see curated ads for hotels that meet the query's criteria, embedded seamlessly within the AI-generated results. This approach enhances user satisfaction by integrating ads with relevant content while maintaining transparency.

The Agentic Future

AI-powered search engines are evolving from tools for information discovery to action-oriented agents capable of executing tasks autonomously. AI agents (like those powered by Anthropic’s MCP and Mistral’s Pixtral Large) take search a step further by completing transactions. A traveler can now request, “Book a beachfront villa in Bali for under €400 with spa access and airport pickup,” and the AI handles real-time availability, pricing, and booking without further input. This transition moves beyond discovery to create a seamless, intent-driven travel planning experience. AI agents excel at personalization, tailoring recommendations to individual traveler preferences. For instance, they can highlight eco-certified properties for sustainability-conscious guests or prioritize hotels near convention centers for business travelers. However, this level of personalization depends heavily on centralized data managed by tech giants, raising concerns about fair representation and the visibility of smaller hotels that may lack the resources to integrate effectively. For hoteliers, these systems present opportunities to streamline operations and expand reach. AI agents can automate tasks like managing last-minute cancellations, connect properties with niche markets, and highlight unique offerings such as rooftop yoga classes or local eco-initiatives. Yet, the challenges are equally significant. Accurate, real-time data is essential to prevent misrepresentation and missed bookings, and smaller properties risk being overshadowed by larger chains in AI-driven ecosystems. To prepare for this agent-based future, hotels must modernize their systems to ensure compatibility with AI platforms. This includes adopting open systems capable of handling automated inquiries, providing structured, machine-readable content, and ensuring real-time updates across all booking channels. Despite increasing automation, the human touch remains vital—personalized gestures and thoughtful service will continue to define exceptional hospitality.

Building AI-Ready Infrastructure

As AI systems evolve to handle real-time queries and execute autonomous tasks, hotels must build a robust technical foundation to remain competitive. This involves more than simply upgrading existing systems; it requires rethinking how data is managed and shared to ensure seamless integration with AI platforms.

A critical step in this transformation is implementing real-time inventory systems. AI systems thrive on accurate, up-to-date information, and having tools that synchronize room availability, pricing, and policies in real-time ensures the data AI platforms access is reliable. This reduces inconsistencies that could frustrate potential guests or result in missed booking opportunities. Another essential component is leveraging open standards like Anthropic’s Managed Content Protocol (MCP). This tool facilitates secure and precise data sharing between hotels and AI systems, ensuring that information about hotel offerings—whether it’s pricing, policies, or availability—remains consistent and accessible. These standards not only enhance AI performance but also empower hotels to maintain control over how their data is presented. Adopting headless content management systems (CMS) is another powerful strategy. Unlike traditional CMS platforms, headless systems separate content from its presentation, enabling seamless data distribution across multiple platforms.

This flexibility ensures that hotels can adapt quickly to new AI technologies while maintaining consistency in how their offerings are represented.

Crafting AI-Friendly Content

Content is the lifeblood of visibility in AI-driven systems. The way hotels structure and present their information directly influences how AI platforms rank and display their properties. To stand out, hotels need to prioritize actionable, context-rich, and machine-readable content. One way to achieve this is by emphasizing unique selling points. For instance, a boutique hotel might highlight eco-friendly practices, pet-friendly policies, or proximity to key attractions. Phrasing these features in a conversational style—such as “Our hotel offers soundproofed rooms, a rooftop bar, and complimentary breakfast just steps from the Eiffel Tower”—makes it easier for AI systems to deliver relevant results to users. Hotels should also simplify complex information. Using FAQs, bullet points, or tables makes details like parking options, check-in policies, and amenities easier for AI platforms to parse. For example, a concise FAQ section answering questions like “Is the hotel pet-friendly?” or “Do you offer free parking?” increases the likelihood of being featured in AI-generated summaries. Hotels can also experiment with generative AI to simulate user queries. By using platforms like OpenAI’s ChatGPT or Perplexity, hotels can test how their content is interpreted by AI systems and make necessary adjustments to improve visibility.

GEO: Optimizing for Conversational AI

Now that you know more about this paradigm shift, you must also recognize the importance of optimizing for conversational AI, as these platforms don't just relay data; they interpret and contextualize it. Ensuring that a property's unique selling points, guest reviews, and imagery are presented effectively can make the difference between standing out or being overlooked in AI-generated recommendations. Traditional SEO tactics—like keyword targeting and backlink strategies—are no longer sufficient in a landscape soon to be dominated by AI. Instead, the focus has shifted to Generative Engine Optimization (GEO), a strategy centered on creating structured, machine-readable data that aligns with the needs of AI systems.

To adapt to this new environment, advertisers must shift their focus, especially towards brand visibility. Here are some pratical suggestions:

Enhance Metadata: Implement schema.org markup to ensure discoverability by AI systems.
Maintain Updated Listings: Regularly update platforms like Google Maps and Bing with accurate property information.
Integrate Real-Time Data Sharing: Use technologies like Anthropic’s MCP to ensure live updates on availability and pricing.
Provide Structured Data: Include clear details on check-in policies, amenities, and parking for easy AI parsing.
Highlight Unique Selling Points: Emphasize features like eco-certifications or rooftop amenities with conversational keywords, e.g., "pet-friendly boutique hotels in Paris under €300."
Leverage Guest Reviews: Encourage and manage recent positive feedback, as reviews heavily influence AI rankings.
Prioritize Real-Time Updates: Outdated or inaccurate information frustrates travelers and undermines trust. However, many hotels rely on legacy systems, such as channel managers and property management systems, that were not designed for direct integration with AI platforms. Bridging this gap requires investing in modern tools capable of real-time synchronization to prevent discrepancies in pricing, availability, or policies.
Adopt Headless CMS: Use content management systems designed for seamless data sharing across platforms and AI-Ready Infrastructure (like Anthropic’s MCP) for secure data sharing with AI platforms.
Prepare for Transactional AI: Optimize systems to handle direct bookings initiated by AI agents.
Build Digital Authority: AI systems prioritize hotels with strong digital credibility: actively manage reviews and partnerships with local businesses or cultural organizations; publish detailed and verifiable content about amenities, sustainability practices, and unique offerings.
Creating AI-Friendly Content: Highlight unique selling points such as rooftop gardens or eco-certifications using structured formats like FAQs and bullet points for AI readability. Shift from generic keywords to conversational phrases that reflect how users phrase their searches. For instance, replace “luxury hotel in Paris” with “We are the best luxury hotel in Paris with Eiffel Tower views under €350.”
Leveraging AI Insights: Analyze search trends and competitor performance to refine strategies.
Test: Experiment with AI tools to test how hotel content appears in AI-driven searches.

Divergent Strategies Among AI Providers

AI search engines are anything but uniform. Each provider has developed distinct strategies to meet user expectations and improve search experiences. Understanding these approaches is crucial for hotels aiming to optimize their visibility.

ChatGPT (via Bing Index) https://chatgpt.com

OpenAI’s ChatGPT leverages Bing’s search index to generate detailed, conversational responses. This makes it highly effective for exploratory queries, such as “What are the best boutique hotels in Paris for under €200?” However, its reliance on static datasets means it struggles with real-time data like availability and pricing. To ensure visibility in this ecosystem, hotels must make their content accessible and up-to-date by using tools like Bing Webmaster Tools.

Perplexity https://www.perplexity.ai

Perplexity specializes in delivering in-depth comparisons, synthesizing information from multiple sources. While this makes it a valuable tool for travelers seeking comprehensive insights, it poses a challenge for hotels: users often consume information directly on the platform rather than visiting hotel websites. To counteract this, hotels should emphasize structured data and showcase unique features that can capture user attention within the platform’s summaries.

Google’s Search Generative Experience (SGE) https://www.google.com

Google’s SGE blends traditional search results with AI-generated summaries, incorporating live pricing, reviews, and nearby attractions. This hybrid approach demands meticulous optimization of tools like Google Business Profiles and schema.org markup to ensure hotels are accurately represented in AI-enhanced results. SGE is now available in over 120 countries and territories, including Mexico, Brazil, South Korea, Indonesia, Nigeria, Kenya, South Africa, and -of course- the US.

Conclusion: the Road Ahead

AI’s rapid transformation of the search landscape demands more than minor adjustments; it requires a strategic overhaul of how hotels manage their digital presence. By embracing new technologies and adopting AI-centric practices, hoteliers can remain competitive and seize the opportunities presented by this evolving ecosystem. The time to act is now—those who modernize today will be better positioned to thrive in the AI-driven future of travel, keeping in mind that the future is not just about keeping up with AI—it’s about leveraging it to redefine the essence of hospitality.

Simone Puorto
Travel Singularity