Not long ago, the main goal for any hospitality business looking to maximize online visibility was simple: get your website link among the top Google search results. But what about today?

Google is still important—but the rise of Artificial Intelligence (AI) is rapidly transforming how people search online and how they plan their travels.

According to a global study by Statista, four out of ten people already use AI tools like ChatGPT, Gemini, or Perplexity to plan their trips. The percentage varies by country (80% in China, 22% in Germany), but the trend is growing everywhere.

So what does this mean for you? Today, the most important question to stay visible online is: “Is my property showing up in AI-generated answers?”

That’s why, in this article, we’ll explore how AI search tools work and how you can make sure your property gets mentioned in their responses.

How Google has changed and how AI search engines work

To rank at the top of Google, it has always been necessary to follow the principles of SEO—Search Engine Optimization.

These rules help Google organize the web’s content into a structured list of results, letting users pick the most relevant link with a single click.

But as of March 2025, Google rolled out a new feature powered by generative AI: the AI overview.

In short: when someone performs a search, Google analyzes all available sources and generates a conversational-style answer that appears above the traditional blue links.

The result? Many users find the information they need directly in Google’s AI-generated summary, causing click-through rates on the standard links below to drop sharply.

How search works on ChatGPT, Gemini, and Perplexity

AI tools that were built from the ground up to be “conversational” — like ChatGPT, Gemini, or Perplexity — don’t display a list of links. Instead, they directly respond to the user’s question by generating a flowing answer that gathers and rewrites information from multiple sources: websites, platforms like Booking.com, reviews, articles, Google profiles, and more.

In other words, we’ve shifted from search engines to answer engines.

For example, if a traveler asks, “Can you recommend a pet-friendly hotel in Verona with free parking near the city center?”, the AI gathers relevant information from the web and returns a selection of accommodations, each with a short description that highlights the features most relevant to the user’s request.

In this new landscape, traditional SEO alone is no longer enough. What’s needed now is GEO, Generative Engine Optimization, a set of best practices that help your property show up in AI-generated answers.

Before diving into the rules for making your property visible, it’s important to understand how these tools choose which content to use.

How do AI tools decide what to include in their responses?

Unlike traditional search engines, tools like ChatGPT, Gemini, and Perplexity rely on a different kind of technology: LLMs, or Large Language Models.

These AI algorithms are trained to understand the intent behind a user’s question and generate a relevant, personalized response by pulling the content they consider the most relevant, credible, and helpful in that context.

So how do they decide what content to include? When it comes to hospitality businesses, here are the key criteria:

Source credibility

AI gives more weight to official websites, trusted platforms (like Booking.com, Google Business, TripAdvisor), and well-maintained content.

Clarity and structure

Pages that are written in a natural, clear, and well-organized way, with complete and easy-to-read information, are favored.

Consistency across platforms

If a property is described similarly across different channels (your website, OTAs, Google), it’s seen as more trustworthy.

Reviews and user-generated content

Guest feedback, uploaded photos, and comments on social media or portals help boost your property’s visibility and credibility.

Relevance to the query

The more directly your content answers a user’s specific question, the more likely it is to be included in the response.

The 6 essential rules to get your property into AI-generated answers

Now that you understand how generative search works and how tools like ChatGPT select content, let’s look at what you can actually do to help your property get found and preferred by these systems.

1. Take care of your website

AI models treat your official website as one of the most authoritative sources, but only if it’s well maintained. The better your site is written, structured, and updated, the more likely it is to be included.

What that means in practice:

• Write natural, complete texts as if you were speaking to a real guest. Avoid clichés and vague phrases like “welcoming and comfortable.”
• Clearly describe your rooms, amenities, location, and key selling points.
  Example: “Lake-view rooms include a minibar, private balcony, and free parking.”
• Use clear, descriptive titles that help both users and AI:
  “Suite with terrace and breakfast included | Hotel ABC”
• Make sure your site loads quickly, works well on smartphones, and is easy to navigate with clean menus and well-linked pages.
• Don’t copy text from OTAs or other platforms, and review your content regularly to remove outdated or repetitive info.
• Update your pages regularly — even small edits help signal that your site is active and reliable.

2. Add a FAQ section

The FAQ (Frequently Asked Questions) section is one of the most AI-analyzed parts of a website because it offers clear and direct answers.

How to make your FAQs more effective:

• Start with real questions:
  Gather what guests typically ask via phone, email, or chat — aim for at least 5 to 10.
  Examples: “What time is check-in?”, “Is free parking available?”, “Do you allow pets in the rooms?”
• Use simple words and a human tone:
  Avoid technical or overly formal language. For example:
  “Check-in is available from 2:00 PM. If you arrive earlier, you can leave your luggage at reception.”
  instead of
  “Check-in is permitted from 2:00 PM. In case of early arrival, it is potentially possible to use the luggage storage service.”
• Keep formatting simple:
  Put the question in bold, then place the short answer right underneath — 3 to 4 lines is enough.
• Keep your FAQs up to date:
  If you start offering late check-out or become pet-friendly, update the page immediately. AI rewards fresh, consistent information.

3. Write like you talk

AI isn’t looking for keyword-stuffed bullet points. It wants content that sounds like it was written by real people, for real people. Short, robotic, or overly SEO-optimized texts don’t work as well anymore. What AI rewards is natural, engaging, guest-focused language.

Here’s how to do it:

• Describe your services and atmosphere with detailed, conversational phrasing:
  Don’t just say “room with a terrace.” Try something like:
  “Enjoy breakfast on your private terrace while taking in the rolling hills of Umbria.”
• Avoid cold, disconnected phrases like:
  “Double room, breakfast, lake view”
• Use full sentences with a warm tone:
  Our deluxe rooms are perfect for unwinding after a day by the lake: king-size bed, breakfast on the terrace, and stunning panoramic views.”

4. Keep your content consistent

AI tools pull information from multiple sources at once. If they find inconsistencies, trust drops. If your info matches everywhere, credibility goes up.

What to check:

• Your property’s name, address, contact details, and descriptions should be identical across your:
  official website, Booking, Expedia, Google Business Profile, TripAdvisor, Airbnb, etc.
• Make sure your photos are up-to-date and consistent across platforms.
• Keep business hours, amenities, and rates updated on every site you use.

5. Manage your online reputation

AI reads reviews, comments, user photos, and other guest-generated content. Properties with lots of fresh, positive reviews are much more likely to be featured in responses.

How to improve your reputation:

• Encourage guests to leave reviews on Google, TripAdvisor, and Booking.
• Always respond to reviews politely, authentically, and professionally, even when they’re critical.
  Need help? You can download our free templates for replying to guest reviews.
• Share user-generated content: for example, repost social media photos where your property is tagged.

6. Build credibility beyond your own website

ChatGPT and other tools don’t rely solely on your site. They gather info from across the internet. The more your property is mentioned, quoted, or linked elsewhere, the more likely it is to show up in AI results.

How to grow your external visibility:

• Get featured by third-party sources: aim to appear in local blogs, online travel magazines, industry articles, tourist sites, and digital guides.
  Even a short mention with a link to your site helps build credibility in the eyes of AI.
• Collaborate with local storytellers: tour guides, travel influencers, and regional tourism boards.
• Engage in local communities and forums (when relevant): leave helpful comments, share insights, and become a go-to voice for your area.

Now that you know the rules, the first step is understanding where you stand.

Is your property already appearing in AI search results? Are the details complete and accurate?

To find out, download our free guide: How to test your hotel’s visibility on ChatGPT, Gemini, Perplexity, and Copilot