If you want to drive traffic and direct bookings, you probably already have a Search Engine Optimization (SEO) strategy.
SEO has been a mainstay driver of organic traffic for hotels as long as we can remember. Success is measured by organic traffic, SERP positions, and click-through rates. It's about being found when someone is actively looking.
But a new battleground has emerged.
Generative Engine Optimization (GEO), being found in AI-generated responses like that from Gemini or Chat-GPT, operates on entirely different principles. Success is measured by AI citation frequency, accuracy of representations, and brand presence in AI-generated recommendations.
The main differences between Search Engine Optimization (SEO) and Generation Engine Optimization (GEO) reflect the evolving digital landscape and how people find information.
Here’s a quick breakdown of the two:
Search Engine Optimization (SEO):
- Focuses on ranking high in search engine results pages (SERPs)
- Targets keyword-based queries where users actively search for information
- Emphasizes website content, backlinks, technical performance, and metadata
- Success measured by organic traffic, rankings, and click-through rates
- Mature discipline with established best practices
Generation Engine Optimization (GEO):
- Focuses on being referenced by AI generative systems like chatbots
- Targets question-based or conversational queries
- Emphasizes structured data, comprehensive content, and authoritative information
- Success measured by citation frequency, accuracy of AI references, and brand mentions
- Emerging discipline with evolving strategies
Building a comprehensive GEO strategy for hotels
In the SEO world, you might rank fourth or fifth and still capture attention. In the GEO world, if you're not among the top recommendations, you effectively don't exist.
Develop a destination content strategy for your brand site
AI systems don't just want to know about your hotel, they want to know what makes you an authority on your destination.
Instead of just describing your property, tell the story of your neighborhood and give local recommendations. Share insider knowledge about seasonal events. Become the definitive voice on what makes your location special.
Brands that use Obvlo's Content Engine produce a broad range of relevant destination guides and personalized recommendations suited to different types of travellers and varying interests. When travelers now ask AI assistants about authentic local experiences, hotels with this rich information are frequently mentioned, not because they explicitly promoted themselves, but because they established themselves as experts on the destination
Structure your data well
AI systems need to understand your hotel's offerings clearly. This goes beyond basic content.
When one hotel group we spoke to implemented a comprehensive schema markup for all their properties, they saw a signifigant increase in AI-generated mentions. The AI could confidently answer specific questions about room types, amenities, and services because the information was structured in a way it could easily comprehend.
Think of it as giving AI systems a perfectly organized filing cabinet rather than a messy desk drawer.
Build a robust digital footprint
Your hotel's digital presence should be like a constellation, not a single star. This means cultivating mentions across the web that reinforce your authority.
A boutique hotel in Barcelona could talk expertly about local restaurants, museums, and experience providers to create interconnected content. When travelers ask about Barcelona experiences, the hotel becomes frequently mentioned as the ideal base for exploration, not because they paid for placement, but because they've woven themselves into the fabric of Barcelona tourism content.
Leverage the power of rich media
AI systems are becoming increasingly adept at understanding images and videos. But they need context.
An innovative resort in Cape Town could create visual stories of guest experiences with detailed descriptive text. When someone asks an AI tool about "luxury experiences in Cape Town" the system would recall these rich visual narratives and incorporate them into recommendations.
This goes from beautiful photos and well written copy to informative media that tells a story AI can understand and reference.
Write conversationally
The way people interact with AI is fundamentally different from how they use search engines. They ask questions. They seek advice. They have conversations.
To get ahead of the competition, you should consider revamping your content strategy to address the questions travellers actually ask AI assistants: "Where can I find beginner-friendly slopes for my family?", "Which resort has the best après-ski scene?", "Where should I stay if I want ski-in/ski-out access but also proximity to town?".
By anticipating and answering these conversational queries, this ski resort has positioned themselves to be mentioned when these questions arise.
Measuring success
How do you know if your GEO strategy is working? It requires new metrics and approaches.
Try this: Ask various AI systems about hotels in your area. Are you mentioned? Is the information accurate? Are your key selling points highlighted?
You could add a question to your guest feedback loop: "Did an AI assistant help you discover us?" The results might be eye-opening and help refine a strategy to give you an edge over local competition.
Another approach is to analyze the accuracy of AI-provided information about your property. If descriptions are outdated or inaccurate, you have work to do in making your current information more accessible and authoritative.
The smartest hotel marketers aren't abandoning SEO for GEO, but they're embracing both. The future of digital visibility requires excelling in both realms.
Search engines help people find answers to questions they know to ask. Generative AI helps people discover answers to questions they haven't thought of yet. The hotels that will thrive in this new landscape are those that understand this fundamental difference and adapt their strategies accordingly.
Are you ready to position your hotel at the forefront of Generative Search?
