Why Hotel Websites Must Optimise for a New Type of Search

The way guests find and book hotels is changing fast. Search engines are no longer the only gatekeepers to online visibility. With the rise of AI tools like ChatGPT, Google’s Search Generative Experience (SGE), and Perplexity, a new reality is setting in: guests are asking full questions, expecting direct answers, and often skipping past the traditional list of blue links.

Welcome to the era of Generative Engine Optimization (GEO).

From Keywords to Conversations

For years, hotels have focused on Search Engine Optimization (SEO): tweaking pages to match keywords and rank higher in Google. While SEO is still relevant, it no longer covers the full picture. Guests no longer search by typing vague keywords like “hotel Amsterdam”. They ask specific, conversational questions based on their needs and preferences, such as::

• “What’s the best family-friendly hotel near Amsterdam?”
• “Which hotels offer free parking close to the Louvre?”
• “Pet-friendly hotels near Hyde Park with late check-out?”

…and expect instant, direct answers.

If your hotel’s website doesn’t clearly and directly answer these kinds of questions, chances are… you won’t show up. Not in search. Not in AI tools. Not where it counts.

What Is GEO and Why Does It Matter?

Generative Engine Optimization (GEO) is the next evolution of SEO. It focuses on making your hotel website visible and useful across both traditional search engines and AI-driven platforms. Instead of relying solely on keywords, GEO helps you:

• Answering guest questions in a clear, helpful tone
• Structuring your content so that AI tools can extract and summarise it
• Using schema markup to describe your hotel in a way machines understand
• Repeating key information in multiple formats (text, bullets, tables)
• Sharing your live availability and pricing where it matters most

In short: GEO helps your hotel show up in the places modern travellers are already searching.

Is Your Hotel Website GEO-Ready?

We’ve created a free GEO checklist specifically for hotels—covering everything from content strategy and structure to technical setup and AI integrations. It’s designed to help independent hotels boost their visibility and increase direct bookings in this new digital landscape.

👉 Download the checklist now via this page and discover how your website can stay ahead.

Ready to future-proof your direct booking strategy?

GEO isn’t just a trend, it’s the new standard. And the earlier your hotel adapts, the bigger the advantage. Let’s make sure your website is answering the questions your guests are already asking, get in touch now.

By Thomas Dieben
Founder