Free white paper | AI and the human touch: Where is the line?
Free white paper | AI and the human touch: Where is the line?
If you’ve never heard of AEO or GEO for hotels, you’re not that far behind. The way we search for information online is evolving fast. Traditional search engines like Google are no longer the only gateway to information. Instead, travellers are increasingly turning to answer engines like Google’s featured snippets, voice assistants like Siri and Alexa, and even generative AI tools such as ChatGPT, to plan and book their stays.
For hotels and hospitality businesses, this marks a significant shift. If your content isn’t optimised to be found and used by these new AI-driven platforms, you risk being left out of the conversation entirely.
This is where Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) come in. These relatively new but increasingly critical disciplines focus on making your content easily discoverable and usable by AI-powered engines that deliver answers, not just links.
In this guide, we’ll break down:
This article is a lengthy one, but it will give you the clarity (and an action plan!) you need to take advantage of this next evolution in online search.
If you’re in a rush, you can jump straight to the key takeaways of this article.
Answer Engine Optimisation (AEO) is the process of structuring and presenting your content so that it can be directly understood and used by answer engines – tools that deliver immediate answers instead of a list of clickable search results.
Think of it this way: while traditional SEO helps your hotel rank on Google, AEO helps your hotel get picked up by AI-driven systems that deliver answers directly to users.
Answer engines include:
These platforms don’t just link to your website, but they also might extract information from it and present it in their own answers, often without the user clicking through.
Let’s say a traveller asks, “Which hotel in Porto has a spa and late check-out?”
If your website clearly answers that question – in plain language, with structured data, and authoritative content – an answer engine could pull your information and recommend your property directly.
AEO allows your hotel to:
In short, AEO ensures your hotel is part of the answer – not just one of many links.
Generative Engine Optimisation (GEO) is the practice of making your content more discoverable and usable by AI tools that generate answers from multiple sources, like ChatGPT, Gemini, and Perplexity.
Unlike traditional search engines, which display a list of websites, generative engines produce original responses by synthesising information found across the web. They don’t just pull facts – they craft answers. And if your hotel content isn’t visible or useful to these systems, it won’t appear in the final result.
While AEO focuses on getting your content featured in direct answers, GEO is about feeding the AI behind those answers. Think of AEO as optimising for visibility in the output, while GEO is about being included in the knowledge base that powers that output.
Example of hotel GEO in practice:
As generative AI becomes a key part of travel planning, hoteliers need to think beyond search rankings. With GEO, you can:
Generative engines are already reshaping how travellers discover, compare, and choose accommodation. GEO helps your hotel stay top of mind – and top of AI-generated content.
The way travellers search, plan, and book their stays has fundamentally changed. In 2025, it’s no longer just about ranking on Google – it’s about being the answer.
With the rise of AI-powered tools like ChatGPT, Google SGE (Search Generative Experience), and Perplexity, guests are turning to systems that summarise and recommend, rather than just list links. That means traditional SEO tactics, while still important, are no longer enough on their own.
If your content can’t be easily discovered, understood, and trusted by these systems, it simply won’t be shown.
Hotels that embrace AEO and GEO stand to benefit from:
But the risk is just as real: If your hotel isn’t part of the AI’s answer, you’re not part of the guest’s decision-making journey.
To recap, here’s a table outlining the key differences between AEO and GEO:
| Feature | AEO (Answer Engine Optimisation) | GEO (Generative Engine Optimisation) |
| Focus | Getting picked as the final answer | Getting used as a source for AI answers |
| Main platforms | Google snippets, voice assistants | ChatGPT, Perplexity, Gemini, etc. |
| Optimisation techniques | Structured data, FAQs, voice search | Rich content, entity use, external links |
| Format prioritised | Concise, clear, answer-first | Detailed, contextual, semantically rich |
| Key goal | Visibility in “zero-click” results | Inclusion in AI-generated responses |
Right now, many hotel websites:
That’s content AI tools often ignore.
The hospitality brands that win in 2025 and beyond will be those who optimise not just for search engines but for the AI platforms that deliver answers.
Understanding AEO and GEO is one thing – applying them to your hotel’s online strategy is another. Let’s explore how these concepts work in practice and what they mean for your visibility in a world of AI-generated answers.
Here are some real examples of the types of questions potential guests are asking AI tools:
These queries are often:
If your hotel content doesn’t directly address these kinds of questions, you’re less likely to be recommended by answer engines and generative AI platforms.
Let’s say someone searches on Google or via a voice assistant:
“Do any hotels in Hamburg have a spa and offer late check-out?”
Here’s what helps your hotel be the answer:
AEO ensures your hotel’s content is “readable” by the system and relevant to the query.
Now imagine someone asking ChatGPT:
“Can you suggest a romantic hotel in Paris with Eiffel Tower views and jacuzzi tubs?”
ChatGPT will look for:
GEO means your content must be rich, discoverable, and written in a way that supports AI summarisation.
To appear in AI-driven recommendations, your hotel needs:
In short:
AEO makes you more accessible to the AI.
GEO makes you more attractive to the AI.
Both are essential if you want to stay part of the digital discovery journey in today’s AI-first travel landscape.
Answer Engine Optimisation (AEO) is all about giving AI-powered platforms exactly what they need to understand and surface your content as a direct response to a guest’s question.
Here’s how to make your hotel content AEO-ready:
Mark up your content with structured data to help search engines understand it. Recommended types for hotels:
This improves your chances of appearing in rich results and featured snippets.
Include a clear, well-structured FAQ on your homepage, booking pages, and blog posts.
Answer common guest questions in a direct, natural tone – as if you’re responding to a voice assistant.
Write content that sounds conversational and answers full questions. For example, instead of:
“Late check-out available.”
Use:
“Yes, we offer late check-out upon request, subject to availability.”
Aim to appear in Google’s “Position Zero.”
Use bullet points, numbered lists, tables, and concise definitions — all favoured by answer engines.
Don’t bury the answer in long paragraphs.
If someone asks, “Do you offer vegan breakfast options?”, say so clearly, ideally near the top of the page or in a relevant heading.
Example: Instead of targeting only “hotel Lisbon,” use phrases like:
Interlink related blog posts and pages to help engines understand your site’s expertise and depth. For example, link your “Wellness Packages” page to your “Spa FAQs” and “Rooms with Jacuzzi” content.
Answer engines prioritise accurate, current information. Outdated FAQs or offers could cost you visibility.
As a rule of thumb, remember: AEO is not about more content – it’s about smarter content. If your hotel’s pages can answer, not just describe, you’re more likely to earn visibility in AI-powered search results.
Here are some specific AEO improvements you may want to consider for the following categories of pages on your hotel’s website:
| Page type | AEO tactics to apply |
| Homepage | Add structured data (Hotel schema), include general FAQs, use location-based keywords |
| Rooms page | Include questions about amenities (WiFi, beds, views), use bullet lists for clarity |
| Booking/Policy page | Answer check-in/out questions clearly, include cancellation and payment FAQs |
| Blog content | Use how-to and question-based titles, add subheadings and lists |
| FAQ Page | Use “FAQPage” schema, group questions logically, keep answers short and direct |
While AEO helps your hotel appear as an answer, Generative Engine Optimisation (GEO) ensures your content becomes part of the training data or source material that AI tools pull from to build those answers in the first place.
GEO isn’t about gaming search engines, but about crafting rich, trustworthy content that AI tools can understand, use, and trust when generating responses.
Generative engines like ChatGPT and Perplexity scan the web to find:
If your site lacks depth or context, it’s easy to be overlooked – even if your SEO is technically sound.
Avoid vague slogans. Instead, describe your hotel’s unique features in detail. Examples:
AI models understand named entities (locations, landmarks, amenities, etc.). Mention relevant items like:
Write for real-world scenarios:
Generative tools prefer:
AI models weigh information more heavily when it comes from multiple sources. To strengthen your credibility:
AI systems prefer content that feels objective and well-sourced. Where possible, add:
Think of GEO like building a digital reputation. You’re helping AI tools see you as a reliable, valuable source when generating responses.
It takes time, but the result is long-lasting visibility in a world where guests are increasingly asking AI, not Googling.
Implementing AEO and GEO can give your hotel a powerful edge, but only if done right. Many hospitality websites unknowingly sabotage their visibility by falling into these common traps.
Here’s what to watch out for:
Problem: Stuffing your pages with keywords like “hotel in Rome” ten times or using overly technical terms alienates both readers and AI tools.
Fix: Use natural, conversational language. Prioritise clarity over density. Focus on answering real questions, not working the algorithm.
Problem: Writing content for search engines, not for travellers. For example, listing amenities without explaining why they matter or who they help.
Fix: Always ask: “What is the guest trying to learn or decide at this point?” Then write content that speaks to that intent.
Problem: Pages with vague descriptions, duplicate content, or just a list of features don’t provide enough value to be surfaced by AI.
Fix: Add depth. Describe experiences, give local tips, explain service options, include FAQs, and highlight what sets your hotel apart.
Problem: If your site isn’t marked up with Schema.org tags, search engines and AI tools may not understand your offerings clearly.
Fix: Use structured data – especially for your hotel name, location, room types, amenities, reviews, and FAQs.
Problem: Outdated offers, event listings, or seasonal packages can lower trust and reduce your visibility in real-time queries.
Fix: Review and refresh key pages regularly. Update availability, pricing, local events, and policies – especially around check-in/out, dining, or sustainability.
Problem: Slow load times, clunky layouts, or non-conversational language make it harder for your site to perform in mobile or voice-driven environments.
Fix: Optimise for mobile-first indexing. Use short sentences, direct answers, and fast-loading content that works on any device.
Remember: AEO and GEO aren’t just technical strategies. They’re about helping guests get great answers before they even arrive. Avoiding these pitfalls keeps your hotel’s content findable, trustworthy, and competitive in the AI-first travel era.
| Common pitfall | Why it hurts your visibility | How to fix it |
| Overusing keywords | Sounds unnatural; hurts user experience | Write in a conversational, guest-focused tone |
| Ignoring user intent | Misses what travellers are actually asking | Answer specific questions clearly and helpfully |
| Thin or generic content | Lacks substance for AI to use | Add unique detail and helpful context |
| No structured data | AI can’t “read” your content accurately | Add Schema.org markup, especially Hotel and FAQ |
| Not optimised for voice/mobile search | Loses visibility on key devices/channels | Use short, direct language and mobile-friendly design |
We’re entering a new era of digital discovery, one where AI, not just search engines, decides which hotels are seen.
Whether it’s ChatGPT planning a weekend getaway, a voice assistant recommending hotels near a conference venue, or Google’s Search Generative Experience offering summarised results, the gatekeepers of visibility are no longer just ranking algorithms – they’re answer engines.
Being present in this AI-first landscape requires a shift in content strategy:
If your hotel’s content isn’t structured, specific, and credible, you risk being invisible – no matter how nice your property is.
Hotels that act now will:
Think of it like SEO in 2008 – those who started early now dominate. AEO and GEO are the next evolution.
You don’t need to overhaul everything overnight. Begin with:
Test. Learn. Adapt. But don’t wait.
If you’ve made it this far – great! But in case you need a quick summary (or something to share with your team), here are the essential points.
For AEO:
For GEO:
Search is no longer about ranking – it’s about relevance, clarity, and trust. AEO and GEO are your tools to stay visible in an AI-first web.
Start now. Optimise smart. Be the hotel that guests – and AI – can’t ignore.
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Funding:
This project received funding from the European Union Horizon 2020 research and innovation program under Grant Contract No. 782509.
