Why AI Is Rewriting Hotel Website Discovery (And What UK Hotels Must Do About It)

Your hotel’s SEO strategy might need updating – and so might your broader hotel marketing strategy. 

The search landscape has evolved significantly, and many in the hospitality sector are exploring how AI is reshaping the way travellers discover hotels. For hotel marketing agencies and in-house teams alike, understanding this shift could be valuable for driving revenue growth. 

AI Overviews accounted for 13% of all search queries in 2025. That translates to millions of travellers reading AI-generated summaries instead of clicking through to websites. Organic click-through rates have dropped 61% for queries with AI Overviews, whilst paid CTR has fallen 68%. 

A growing number of leisure travellers are exploring generative AI to plan trips and make bookings. Recent North American research shows over one-third of travellers experimenting with AI tools for travel planning, with adoption rising across Western markets. They’re asking ChatGPT “best boutique hotels in Leeds with a pool” and receiving curated recommendations without necessarily seeing traditional organic listings. 

Hotels that adapt their digital marketing strategy early may be well-positioned to capture this traffic. Those that take longer could find themselves at a competitive disadvantage. 

How the Search Landscape Is Evolving for Hotel Marketing 

Traditional SEO optimised for ranking. Generative Engine Optimisation (GEO) focuses on being selected by AI as the answer. 

Understanding this difference could become increasingly valuable for hotel visibility. 

Semrush recorded a 300% surge in website referrals from ChatGPT between July and December 2024. By November, ChatGPT was sending traffic to over 30,000 unique domains. Business and service sites account for 50% of all the sources ChatGPT cites. 

Here’s what makes this shift particularly interesting for UK hotels: only 12% of URLs cited by ChatGPT, Perplexity, and Copilot rank in Google’s top 10 search results. Eighty percent of LLM citations don’t even rank in Google’s top 100. 

In other words, your page one ranking doesn’t automatically guarantee AI visibility. 

But the hotels that do earn AI citations see remarkable results. Brands cited in AI Overviews earn 35% more organic clicks and 91% more paid clicks. LLM visitors convert 4.4 times better than organic search visitors, with ChatGPT showing a 15.9% conversion rate compared to Google’s organic conversion rate of 1.76%. 

The traffic volume might be smaller, but the quality is significantly higher. This is something we are observing as a growing trend, and something that is more acutely obvious with bigger hotels. 

How UK Hotels Are Adapting Their Marketing Strategy (And Where Opportunities Remain) 

We’ve analysed how both large hotel chains and boutique properties across the UK are responding to this shift in their hotel digital marketing. There’s an interesting gap emerging between those embracing these changes and those taking a more measured approach. 

What Hotel Leaders Are Doing 

Larger hotel chains with resources are investing in comprehensive content strategies that directly address specific traveller queries. They’re creating content that answers questions like: 

• “What are the best family-friendly activities near your hotel?” 

• “What are the transport options from the hotel to local attractions?” 

• “Which room type suits a business traveller staying three nights?” 

These aren’t blog posts written for SEO keywords. They’re conversational, structured answers designed for AI systems to extract and cite. 

Smaller boutique hotels are taking a different but equally effective approach. They’re focusing on highly detailed FAQ sections and comparison tables that highlight what makes them distinctive. A boutique hotel in Edinburgh might create detailed content comparing their Victorian townhouse rooms, explaining the specific benefits of each, and answering granular questions about accessibility, parking, and local dining. 

The common thread? Both are creating answer-ready content. 

Where Opportunities Remain for Many Hotels 

Many UK hotels have content that was primarily developed for traditional search engines. Their hotel marketing often includes: 

• Generic room descriptions that could apply to any hotel 

• Location pages that list nearby attractions without context 

• FAQs that answer questions nobody asks 

• Content optimised for keywords rather than genuine queries 

This type of content may be less effective for AI systems. Language models typically work better with structured, specific, conversational information they can parse and understand. 

Meta descriptions were written for humans. Today’s content benefits from working for both humans and language models. 

Four Characteristics of Effective GEO for Hotel Marketing 

Hotels receiving consistent referrals from ChatGPT and other AI systems tend to share four common characteristics. We’ve identified these patterns through our work with hospitality marketing clients and analysis of what’s been working in 2025. 

1. Conversational Content That Directly Answers Questions 

AI systems tend to favour content that mirrors how people actually speak and ask questions. 

Instead of: “Our luxury accommodations feature premium amenities and world-class service.” 

Write: “Each room includes a Nespresso machine, underfloor heating, and blackout curtains. We can arrange early check-in from 2pm if you book directly.” 

The second example answers specific questions a traveller might ask an AI system. It’s concrete, detailed, and useful. 

This applies across your entire content ecosystem. Your location pages should answer “What can I walk to from the hotel?” Your dining pages should answer “Do you cater for dietary requirements?” Your booking pages should answer “What’s your cancellation policy?” 

2. Structured Data AI Can Understand 

Schema markup is becoming increasingly valuable. It’s the language AI systems use to understand your content. 

Consider implementing structured data for: 

• Hotel location and contact information 

• Room types and amenities 

• Pricing and availability 

• Reviews and ratings 

• Local attractions and distances 

• Accessibility features 

This technical foundation helps AI systems extract accurate information about your property without guessing or misinterpreting your content. 

3. Answer-Ready Formats 

Format matters as much as content. 

AI systems particularly favour: 

• FAQ sections that address real traveller questions 

• Comparison tables showing differences between room types or packages 

• Bulleted lists for amenities, policies, and features 

• Step-by-step guides for booking, checking in, or accessing facilities 

These formats make it easy for AI to extract specific information and present it as an answer. 

A boutique hotel in Bath created a detailed comparison table showing the differences between their four room categories. The table included size, view, amenities, suitability, and price range. ChatGPT now cites this hotel when travellers ask about boutique accommodation options in Bath.

4. Specific vs Generic Descriptions 

Generic content tends to be less distinctive. Specific content appears more likely to get cited. 

Instead of: “We’re located in the heart of Manchester with easy access to attractions.” 

Write: “We’re a 7-minute walk from Manchester Piccadilly station, 12 minutes from the Northern Quarter, and 15 minutes from the Etihad Stadium. The Metrolink stop is directly outside our entrance.” 

Specificity signals authority. AI systems prioritise sources that provide concrete, verifiable information. 

The UK Hotel Marketing Context 

UK hotels face some unique considerations in this transition, particularly around hotel revenue growth and competitive positioning. 

The domestic market represents a significant portion of bookings, particularly for regional hotels outside London. British travellers are showing increased interest in AI tools for trip planning. Whilst comprehensive UK-specific data remains limited, research from Phocuswright shows that 33% of US travellers now use AI for trip planning, with UK adoption at 22% as of early 2025 – a figure that’s growing 3-4% year-on-year. 

This demographic shift matters. Younger travellers show particularly high adoption rates, with millennials and Gen Z leading the charge. They don’t just use AI occasionally – they’re increasingly defaulting to it for research and inspiration. 

The global market for AI in tourism is projected to reach nearly USD 13.9 billion by 2030, with an annual growth rate of approximately 26.7%. For UK hotels, this represents both opportunity and threat as international visitors increasingly rely on AI recommendations. 

UK hotels also compete in a crowded market where OTAs dominate paid search and organic rankings. GEO could offer an alternative visibility channel that doesn’t require outbidding Booking.com or Expedia – worth considering for any hotel marketing strategy focused on direct bookings and revenue optimisation. 

ChatGPT has reached over 400 million active weekly users globally, establishing it as a leading player in AI-powered search. Whilst these are worldwide figures, UK internet users are amongst the most digitally savvy in Europe, suggesting considerable domestic adoption. That’s a substantial audience that UK hotels may want to consider. 

What This Could Mean for Your Hotel Marketing Strategy and Revenue Growth 

Your hotel marketing budget allocation might benefit from some rebalancing to account for this shift. 

We’re not suggesting you abandon traditional SEO – Google still drives significant traffic and remains a cornerstone of effective hotel digital marketing. But it could be worth allocating some resources to GEO alongside your existing efforts to explore hotel revenue growth opportunities. 

For most UK hotels, this might involve: 

Audit your existing content. Identify pages that answer specific questions versus pages that simply describe your property. The ratio might be revealing. 

Consider comprehensive structured data. If you haven’t already, this could be your foundation. Without it, AI systems may struggle to understand and cite your content accurately. 

Develop answer-ready content. FAQ sections, comparison tables, and detailed guides that address the specific questions your target guests ask could be valuable additions. 

Monitor AI referral traffic. Track which pages receive traffic from ChatGPT, Perplexity, and other AI systems. This data can help identify what’s resonating. 

Test and iterate. GEO is still evolving. What works today might benefit from adjustment tomorrow. Flexibility helps. 

Why Earlier Adoption Could Be Advantageous 

Here’s what we’re observing: hotels that adapt now appear to be gaining a noticeable advantage. 

Many competitors haven’t made this shift yet. They’re still focused on traditional SEO whilst AI systems are starting to influence booking decisions. 

However, this opportunity window may not remain open indefinitely. 

The hospitality sector tends to move in waves. Early adopters gain traction, case studies emerge, and then adoption accelerates. We’ve seen this pattern with mobile optimisation, with OTA strategies, and with social media marketing. 

GEO seems likely to follow a similar trajectory. 

Hotels that build AI-optimised content strategies now may establish authority and citation patterns that become more difficult to displace over time. AI systems learn which sources provide reliable, accurate information. Once you’re recognised as a trusted source, that advantage tends to be maintained. 

Hotels that wait may find themselves competing for visibility in an increasingly crowded space. 

Where We Go From Here: Integrated Hotel Marketing for Revenue Growth 

AI-driven search isn’t replacing traditional search. It’s adding another layer to how travellers discover and evaluate hotels – and thoughtful hospitality marketing strategies can account for both. 

Your guests are using multiple tools and platforms throughout their booking journey. Some start with Google, others with ChatGPT, many use both. Your hotel marketing strategy can benefit from accounting for all these touchpoints to maximise visibility and drive direct bookings. 

The fundamental principle remains: be where your guests are looking. 

Right now, millions of travellers are asking AI systems for hotel recommendations. If your property isn’t optimised for these platforms, there may be opportunities being missed with this growing segment. 

We work with hotels across the UK to develop integrated hotel marketing strategies that address both traditional and AI-driven search. Our Revenue Growth Marketing model helps ensure every tactic connects to your business objectives and revenue targets, not just marketing metrics. 

If you’re considering adapting your hotel marketing strategy for AI-driven search, we can help you identify the specific opportunities for your property and develop a practical implementation plan focused on measurable revenue growth. 

The search landscape is evolving – and your hotel marketing strategy can evolve with it. Adapting your approach now could position your property well for sustained revenue growth as AI continues to shape how travellers discover hotels.