Proven Strategies to Win on ChatGPT, Gemini & Perplexity in 2025 by Emily Collins
Why AI Visibility Matters in Hospitality
Hotels and resorts are facing a new digital reality. Where search engines once dominated discovery, AI platforms like ChatGPT, Gemini, and Perplexity are now influencing how travelers plan, choose, and even book their trips. According to Phocuswright, nearly 50 per cent of travelers expect to use generative AI in some capacity during their planning process in 2025.
This means your hotel’s visibility within these AI ecosystems is no longer optional—it’s critical for survival. Properties that fail to adapt risk being invisible at the very stage when guests are making decisions.
The Shift from SEO to AEO & GEO
Traditional SEO remains important but insufficient. Search engines like Google are integrating AI Overviews into results, and conversational platforms are bypassing the click-through model altogether. Instead of scanning multiple websites, travelers now receive synthesized, AI-generated recommendations.
Two emerging practices—Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO)—are now essential. AEO ensures your property is the answer. GEO ensures your hotel is in the answer.
What is Answer Engine Optimization (AEO)?
AEO is the practice of tailoring digital content so AI agents can directly surface it as an authoritative response.
Structuring Content for AI Discovery
- Use FAQ formats that mirror traveler queries.
- Write in natural, conversational language.
- Include structured data (Schema.org) for room types, reviews, amenities, and pricing.
The Role of Conversational FAQs & Schema
AI thrives on structured, clear, and concise information. For example:
- Instead of just “Luxury resort in Bali,” create an FAQ like:
“What is the best luxury resort in Bali for couples?” with an optimized answer that includes your property’s unique value.
This increases the chances of appearing in AI-driven snippets and voice queries.
What is Generative Engine Optimization (GEO)?
GEO focuses on influencing how AI selects and cites content sources when generating responses.
How AI Chooses Sources to Cite
AI platforms scan high-authority, content-rich sources like OTAs, blogs, reviews, and destination guides. The more your hotel is mentioned in these contexts, the higher the likelihood of being surfaced.
Building Authority in Generative AI Responses
- Publish in-depth destination guides.
- Partner with bloggers and influencers whose content is used for AI training.
- Ensure your hotel is present across multiple authoritative channels, not just your own site.
Understanding AI Overviews and Their Impact
Google’s AI Overviews are reshaping discovery. Instead of presenting a list of links, users receive AI-curated summaries that highlight select properties.
Lighthouse Connect AI and Direct Bookings
This platform enables hotels and resorts to integrate directly with AI systems, providing real-time rates and availability. It enables commission-free direct bookings through AI agents.
Reveal Pilot and AI Visibility Tracking
Hotels can now track how often AI agents recommend them, what sentiment is associated with these recommendations, and which personas are most engaged. This data closes the gap between AI exposure and marketing strategy.
Research Insights: How Hotels & Resorts Are (Not) Appearing in AI
Recent findings are sobering:
- The Hotels Network found that in queries like “best hotels in Miami,” not a single hotel appeared in the top 10 AI-generated results.
- Cloudbeds’ 2025 study revealed that 98 per cent of hotels cited in AI recommendations had YouTube presence, 97 per cent appeared in blogs, and 95 per cent were mentioned on Reddit.
- Perplexity’s partnership with TripAdvisor now injects real user reviews, perks, and images directly into AI responses.
The takeaway? Hotels that rely only on their websites are virtually invisible in AI-driven discovery.
The Role of OTAs in AI Discovery
Why Expedia, Booking.com & TripAdvisor Dominate AI Results
AI platforms heavily rely on OTAs and review sites, treating them as trusted data sources. For now, your presence on these platforms is not just about bookings—it’s about visibility in AI.
Balancing Direct Bookings with OTA Visibility
Hotels and resorts must maintain strong OTA profiles while simultaneously investing in direct AI integration tools to reduce reliance on commission-heavy channels.
Online Reviews: The Hidden AI Ranking Factor
AI platforms heavily weigh sentiment and ratings. A property with consistent positive reviews across multiple platforms is more likely to surface.
How AI Weighs Ratings and Sentiment
Natural language sentiment (e.g., “exceptional service” or “perfect for families”) can influence how AI describes your property.
Encouraging User-Generated Content
Proactively request reviews, encourage guest videos, and engage with traveler discussions on Reddit and forums.
Social Media & External Mentions in AI Discovery
YouTube, Reddit & Blogs as AI Training Sources
Generative AI pulls data from public forums, social content, and blogs. Hotels absent from these channels are effectively invisible.
Partnering with Influencers for AI Visibility
Collaborating with travel influencers ensures your hotel appears in widely distributed content, which feeds directly into AI’s knowledge graph.
Actionable Strategies for Hoteliers & Resort Managers
- Add structured FAQ sections to your website.
- Publish destination guides with long-tail keywords.
- Optimise OTA listings with images, amenities, and descriptions.
- Encourage reviews on multiple platforms.
- Create YouTube and blog content highlighting your property.
- Engage with AI visibility tools, such as Lighthouse Connect AI and Reveal Pilot.
The Business Case: ROI of AI Visibility
Reducing Reliance on OTA Commissions
Hotels can save millions by capturing direct bookings through AI platforms rather than paying OTA commissions.
Capturing Early-Stage Traveler Interest
AI agents often shape decisions at the “dreaming” stage. If your hotel is present there, you’re positioned to capture intent before competitors.
FAQs on AI Visibility for Hotels & Resorts
Q1. What is AEO and why does it matter for hotels and resorts?
AEO (Answer Engine Optimization) ensures your property appears in AI-generated answers when travelers ask questions like “best resorts in Maldives.”
Q2. What’s the difference between AEO and GEO?
AEO is about being the answer. GEO is about being cited as part of the answer.
Q3. How do OTAs impact AI visibility?
OTAs dominate AI results because of their authority and structured data. Strong OTA listings enhance your hotel’s chances of being surfaced.
Q4. Are reviews really that important for AI?
Yes. AI places a strong emphasis on sentiment and star ratings. A well-reviewed property has a better chance of being featured.
Q5. Should hotels and resorts invest in tools like Lighthouse Connect AI?
Yes. These tools provide hotels with direct exposure on AI platforms, bypassing OTAs and enabling commission-free bookings.
Q6. How can small boutique hotels and resorts compete with big chains in AI visibility?
By leveraging niche content, strong reviews, influencer partnerships, and localized guides that appeal to targeted AI queries.
Future-Proofing Your Hotel or Resort in the AI Era
The AI revolution in travel discovery is here. Hotels and resorts that rely solely on traditional SEO risk becoming invisible, while those that incorporate AEO, GEO, AI integration tools, and review management will thrive. The opportunity is immense: reduced reliance on OTA platforms, stronger brand control, and visibility at the exact moment guests are making choices.
In short: Be where AI is. Be part of the conversation. And make sure when travelers ask AI agents about their next trip, your hotel is the one they hear about first.
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