Google is rapidly transforming its search engine, incorporating artificial intelligence tools that promise smarter, more personalized, and comprehensive results.
For the hospitality industry, this means that the traditional display of hotels in searches is being radically reshaped. According to an analysis by Hotel News Resource, the increasing use of features such as Search Generative Experience (SGE), AI Overviews, and predictive suggestions is reducing organic traffic to hotel websites.
The independent units are the most exposed, as the responses generated by artificial intelligence draw content from a limited number of sources with high reliability. If they haven’t invested in SEO strategy and structured content that is properly read by the engines, they are likely to be lost from the field of view. Additionally, the trend of “zero-click” searches—where the user is satisfied with the summaries and does not visit a site—significantly reduces the chances of direct bookings.
To cope, hotels need to adapt their strategy. Creating high-quality content—blogs, FAQs, landing pages—that highlights the unique features of the accommodation is considered essential. Simultaneously, the use of structured data and schema markup provides Google with clear signals about a hotel’s services, increasing the likelihood of appearing in enriched snippets, maps, and AI-generated responses.
Special emphasis is placed on the “conversational SEO” approach, which involves using long-form phrases in the form of questions that reflect the way travelers conduct research, such as “what are the best seaside hotels near Chalkidiki?” This logic matches the way AI tools understand questions.
The steps that independent businesses can take today include checking for outdated SEO practices, updating content based on user intent, investing in local SEO, and partnering with specialized marketing companies.
The conclusion is clear: the evolution of Google’s artificial intelligence search is not only a threat, but also an opportunity. Those who adapt early can increase their visibility and direct bookings, reducing their reliance on online travel platforms.
