The hospitality search has experienced a quiet revolution. Travelers who used to Google their vacation options now use AI assistants such as ChatGPT, Copilot and other “agenttic” tools like these to plan, dream and book. Tools like Google’s Search Generative Experience SGE users get detailed answers, trip summaries and personalized insights through conversational prompts.
It’s time for hoteliers and operators to get ready. reevaluate how and where you meet your guests online.
What is Agentic Search?
Agentic searchThis term is becoming more popular and refers to AI tools that go far beyond simply delivering links. They literally act in the user’s behalf. They don’t just present a list, but synthesize the answers to questions and then take action. For example, booking a hotel, creating an itinerary, or comparing hotels live.
Example:
- ChatGPT could be used by a traveler who asks, “What are the best boutique hotels in Bend under $250 per night that allow dogs?” Get a curated reply without even visiting your site.
- Microsoft Copilot could generate a property list based upon the user’s booking history and preferences.
- Expedia’s integration with ChatGPT Already allows users to receive travel recommendations and click directly to book.
On the search engine’s side generative AI is transforming hotel marketing It is forcing property owners to change their online positioning. Google searches like “Plan a 3-day vacation to Santa Fe, with boutique hotel options, and outdoor activities”, no longer return a list of hyperlinks. It might instead yield a dynamically generated itinerary with recommended hotels, hiking suggestions, and local restaurants.
Why is this important for hotels?
These tools have a rapid impact on the guest experience. reshaping hotel digital marketing. Conversational AI is becoming more popular for trip planning instead of using traditional search engines and OTAs. This is especially true as Gen Z, Millennials, and Gen Z adopt conversational artificial intelligence. Is it a good or a negative thing? Interpretation is key. There are a number of pros and cons. generative search and direct bookings.
What does this mean for hotel marketing?
- Your content could become invisible if it isn’t AI optimized.
- You’ll lose business to competitors who have a frictionless booking process.
- Chatbots can help you capture leads and improve guest service.
How Hotels Can Adopt the AI Shift
1. Search Engine Optimization for AI-Driven Search
Modern AI assistants use sources such as Google, Bing and Yelp to find information, but they also look at your website’s schema. Make sure that your property is listed accurately and has received positive reviews on all key platforms. Also, make sure you are using structured data (schema) on your site. Your web content should answer common questions from guests (pet policies and amenities, proximity to attractions).
2. AI-Powered Chatbots
Modern chatbots for hotels are capable of much more than answering FAQs. They can also perform tasks as qualifying leads You can direct them to the book or handle real-time guest requests (room upgrades, late checkout, etc). Chatbots can be integrated with your PMS system or CRM to provide personalized responses to enhance guest experiences, too.
3. Create AI-Friendly Content
AI tools prefer clear, factual, and conversational content. Local expertise and helpful recommendations are good. Unique selling points, such as eco-certified products, art-forward partnerships, or hyper-local ones, can also be useful. Let AI tell your story.
4. Booking paths can be made seamless.
AI chatbots The following are some examples of how to get started: agentic search tools Prioritize fast responses and action. Conversions can be lost due to a clunky booking system or lack of responsiveness on mobile devices. Test your booking funnel across all platforms and audit it regularly.
Bonus: Use AI in the Backend too
Use AI trends instead of just reacting to them. Your AI tools can be trained to identify guest trends, segment your email campaigns and improve forecasting. The same technologies that shape the search experience also help drive revenue and streamline operations. By analyzing customer data, hoteliers can also leverage AI to gain broad insights It is important to understand what their customers like and dislike. This allows you to better evaluate the success of your business initiatives.
Wrapping Up
AI chatbots, agentic search and other technologies are changing the way guests interact and discover your hotel. Hotel operators can take advantage of this shift by embracing it now. They will be able to meet guests where they’re at, improve conversions, build stronger relationships, and do so long before check-in.
