The New Rules of Hotel Search

Search behavior is evolving. Travelers are no longer just Googling for answers, they’re asking AI for recommendations. As assistants like ChatGPT, Google Gemini, and other large language models (LLMs) become key trip-planning tools, hotel websites must be written for both people and machines.

That means expanding your content strategy beyond traditional SEO, which focuses on ranking in search results, and embracing Generative Engine Optimization (GEO): writing and structuring your content so AI systems understand what makes your hotel special and recommend it when travelers ask conversational questions.

Five Types of Content Every Hotel Website Needs

These five categories of content can help increase your hotel’s likelihood of being surfaced and recommended by AI-driven search tools.

Positioning and Differentiation

AI tools don’t just list hotels, they recommend them based on fit. Clear differentiation helps your property stand out. Define what makes your hotel unique (e.g. boutique atmosphere, resort-style amenities, riverside views, or quiet retreat) and describe the type of experience you offer (e.g. luxury, family-friendly, business-savvy, adventure-ready).

Know your positioning and define it in a concise statement or tagline. Also, ensure your descriptions reflect how guests already talk about you in reviews since AI pulls from both first-party and user-generated content when forming recommendations.

Need to position your hotel? We’ve got you.

Local Connection and Experiences

AI favors immersive experiences over generic accommodations. A strong sense of place is a key signal of authenticity.

Show how your property connects guests to the local destination through partnerships with neighborhood restaurants, locally inspired food and beverage offerings, curated art, or experiences that celebrate the community’s spirit. Describe how your guests can feel part of the destination from check-in to check-out.

Guest-Centric Content

AI often answers questions like “What are the best hotels for families in Nashville?” or “What’s the top business hotel near the convention center?” Framing your content around guest needs increases your likelihood of being recommended.

Be explicit about who your property serves (business travelers, couples, families, or groups) and how you meet their priorities with benefits like quiet rooms, flexible meeting spaces, walkable locations, or modern amenities.

Use natural, conversational phrasing that mirrors how travelers ask AI (“family-friendly hotel with a pool downtown”). Bring the experience to life through testimonials and real guest quotes.

Machine-Friendly Structure

Structure is just as important as storytelling. Include an FAQ section with natural-language questions (“Does this hotel have parking?” “Is breakfast included?”). LLMs and search engines rely on Q&A content to populate conversational results.

On the tech side, add schema markup so AI and search crawlers can accurately parse your amenities, pricing, and location data. Use clear headings, bullet points, and semantic HTML for clean hierarchy.

Trust and Authority Signals

AI systems are built to minimize risk by recommending reliable, credible sources. Establish your authority through proof points like awards, media mentions, sustainability certifications, and local partnerships.

Highlight your history, community involvement, and brand affiliations to convey authenticity and stability—key factors AI models weigh heavily when generating travel recommendations.

Takeaway for Hotel Managers

To thrive in an AI-driven search world, make sure you are thinking about SEO and GEO. Write content that inspires travelers and helps AI understand your story. When your website clearly conveys what makes your hotel distinctive, local, and trustworthy, you won’t just be found, you’ll be recommended.

How To Write Hotel Website Content To Get Recommended by AI