What is Generative Engine Optimisation (GEO) and Why Hotels Can’t Afford to Ignore It

The world of travel and hospitality is changing fast. The way people search for places to stay, plan their trips, and make booking decisions is shifting.
 
Enter Generative Engine Optimisation (GEO) – an approach to getting your hotel discovered in the age of AI-powered search tools like ChatGPT, Gemini, Claude, Perplexity, DeepSeek & Copilot. Here’s the truth: if your hotel isn’t keeping up, and it will be missed out.
 
We’re in a new era of search — and the hotels that win are the ones who get in early and adapt fast. But what exactly is GEO? And why should it be a key part of your hotel’s digital strategy? Let’s break it down together, in plain language.

GEO is about making sure your hotel shows up when someone asks an AI tool for travel recommendations.

These days, people don’t just search, they ask. They talk to AI like they would a friend:

• “Where should I stay for a fun weekend away in Sydney?”
• “Which hotels are good for families with young kids within 2 hours of me?”
• “Are there any eco-friendly resorts near the coast in California?”

Unlike traditional search engines that serve up a list of links, generative engines like ChatGPT or Copilot aim to deliver a full answer right away — and your hotel needs to be part of that answer.

To put it simply: GEO is about making your hotel discoverable in the age of conversational, AI-powered search. It’s about being present in a meaningful way where modern travellers are looking for guidance.

If you’re not showing up in ChatGPT’s travel recommendations or Gemini’s responses, you’re invisible.
 
Generative engines are shaping the travel planning journey before someone ever hits your website. GEO puts you at the top of that journey.

Think about this: if a guest sees your hotel in the answer, why would they bother clicking into an OTA?
 
When you show up early, in the right context, you build trust. Trust = direct bookings. Direct bookings = no OTA fees. Simple math.

The biggest brands and smartest hotels? They’re not sleeping on this. They’re building AI-optimised strategies right now — because they know being early gives them leverage for the next 12–24 months.
 
If your customers can’t find you, they’ll find someone else. GEO helps you show up.

This isn’t just “update your meta description” and call it a day. GEO requires a smarter, strategic approach. Here are just a few ways hotels can start implementing GEO strategies:

AI tools prioritise content that sounds natural and answers specific questions. Think blog posts, FAQs, and local guides written in a way that mimics how real people speak and search.
Example: “What Makes a Hotel Truly 5-Star?” and provide thoughtful, value-driven answers.

By marking up your content with schema aka structured data, you help AI better understand the context of your content. This makes it more likely to be pulled into a generative answer.

AI engines pull data from across the internet — not just your website. That includes reviews, social media, Google Business Profiles, third-party listings, and even media coverage. A complete and up-to-date digital presence is essential for strong GEO.

Implementing a strong GEO strategy helps your hotel:

• Appear in AI-generated answers and recommendations.
• Improve direct booking conversion rates.
• Build trust and authority with future guests.
• Reduce reliance on OTAs.
• Future-proof your digital marketing strategy.

More importantly, GEO positions your brand to thrive in a search environment that prioritises helpful, human-centric content.

Understanding GEO example

The adoption of AI tools for travel planning is accelerating. Google, Microsoft, and OpenAI are all heavily investing in making generative search the new norm. As this shift continues, hotels that haven’t optimised for GEO will find themselves falling behind.
 
It’s not just a tech trend — it’s a fundamental change in how people discover and choose where to stay. Approximately 30% of travellers are utilising AI for holiday planning, with Millennials and Gen Z paving the way forward.
 
On a very serious note, many OTAs such as Booking.com, Expedia, and others who have large marketing budgets are actively experimenting with integrating AI-powered search solutions and development into their booking journeys.
 
By starting your GEO journey now, you position your hotel to:

• Stay visible in emerging search ecosystems.
• Reach guests earlier in the decision-making journey.
• Build long-term brand equity in an AI-driven future.

At OmniHyper, we understand that most hotel teams don’t have the time or resources to keep up with digital shifts like GEO. We make sure your hotel isn’t just visible — it’s discoverable, relevant, and irresistible in every AI-generated conversation.
 
Generative Engine Optimisation is no longer optional — it’s essential. If your hotel wants to stand out in a world where AI shapes the guest journey, now is the time to act.
 
Opens ChatGPT and searches: …
 
“Where’s the best hotel for someone who wants luxury… but also wants to eat nachos in bed?” If your hotel shows up — you’re doing GEO right.
 
Book a free consultation with HyperHotels today and let’s make sure your brand is where your guests are searching.