In short: AI assistants (ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity) recommend hotels by cross-referencing sources they deem reliable: the hotel’s website, Google listings, reviews, news articles, and travel guides. To be featured, a hotel must publish clear, structured, and consistent information across all platforms. This is known as GEO (Generative Engine Optimization), an extension of traditional search engine optimization.
Do travelers really use AI to choose a hotel?
Yes, and increasingly so. According to Phocuswright, one in three American travelers already uses generative AI for their trips, and at least 78% of those who have tried it find the results useful. Between a quarter and a third of travelers say they are interested in booking directly through an AI assistant. On the search engine front, Google announced in May 2026 that its AI Mode had surpassed 1 billion monthly users, and that AI Overviews were reaching 2.5 billion people.
As a result, part of the decision-making process now takes place even before the traveler visits a website. A study reported by Hospitality.today in 2025 noted that organic traffic to hotel websites was the hardest hit by the introduction of Google’s AI-powered responses.
How does AI choose the hotels it recommends?
AI assistants don't "make reservations" at random. They synthesize the available information and prioritize:
factual information that is consistent across sources (address, category, services, access);
clear answers to travelers' questions (parking, pets, seminar rooms, accessibility);
Reputation: volume and content of reviews;
mentions in recognized editorial sources (newspapers, guidebooks, specialized blogs).
8 Steps to Get Recommended by AI
Write pages that answer questions such as: “Where can I park near the hotel?” and “Does the hotel allow dogs?” One question, one clear answer.
Add an FAQ section to the website, with factual and up-to-date answers.
Optimize your Google Business Profile: categories, services, photos, hours, and responses to reviews.
Use structured data (schema.org Hotel, FAQ) so that search engines can understand your information.
Keep information consistent across all platforms: website, Google, OTAs, and social media.
Encourage and respond to reviews, including by highlighting what sets the hotel apart.
Get editorial coverage: local press, guidebooks, tourism partners.
Make direct booking easy: when AI directs customers to your website, they should be able to book in just a few clicks.
Should You Launch an AI Project at Your Hotel?
Not just to follow the trend. A useful AI project starts with real-world pain points: repetitive questions at the front desk, technical support for teams, and poorly coordinated housekeeping tasks. That’s the approach of our Hospitality Studio, which develops tools like Compass (digital diagnostics), Crew (operations), and Reginald (a trilingual support assistant). The first step is still to get your data and tech stack in order.
Frequently Asked Questions
Is traditional SEO still useful?
Yes. AI relies heavily on well-optimized pages. GEO does not replace SEO; it complements it.
Can you pay to appear in AI responses?
Organic results from search engines can't be bought. While some search engines display ads, recommendations are based primarily on the quality and consistency of the information.
How can I tell if my hotel is mentioned by AI?
Try asking several search engines typical questions yourself (such as “best hotel for a seminar in Namur”) and take note of the sources cited. Specialized tools also allow for regular monitoring.
Sources
Phocuswright, “From Hype to Habit: 78% of Travelers Say GenAI Improves Trip Planning”
Hospitality.today, “Hospitality Takes the Hardest Hit from Google’s AI Search Shift,” October 2025
Where should I start?
GROOM Compass analyzes your website for free in 30 seconds, including the elements that matter to AI. To learn more, check out our Hospitality Studio.