Hotel Tech-in is our regular feature that explores innovative technology in the hospitality sector.
In an era where artificial intelligence prevails, hoteliers are under greater pressure than ever to boost direct bookings. As travelers increasingly rely on generative AI platforms for crafting their itineraries, it is crucial for hotels to recognize their visibility in these emerging search environments to avoid losing potential reservations.
To address this challenge, the Vancouver-based software firm Operto introduced the GEO Consultant last month. This novel generative engine optimization tool claims to be the first free AI visibility instrument tailored for the hotel industry, enabling properties to assess their visibility across AI platforms.
Following the launch, Operto CEO Tim Major discussed how hoteliers can effectively leverage the GEO Consultant to enhance their presence in AI-driven travel discoveries and emphasized the pressing need for AI visibility in the sector’s success.
From SEO to GEO
According to Major, the acronym GEO is now essential for hotels to remember when considering search visibility. Unlike the more familiar search engine optimization (SEO) which ranks general websites, GEO focuses on how hotel mentions and citations rank in AI-generated responses.
GEO proficiency is crucial, especially as more travelers engage with conversational AI for accommodation research. Recent data from Operto reveals that 40% of travelers utilize AI tools for trip planning and 70% of hotel bookings are influenced by AI-driven recommendations.
Despite the increasing presence of hotels in AI-generated travel suggestions, many properties are unaware of their representation and the factors influencing these results, Major highlighted.
Without proper insights and structured data tailored for large language models, hotels risk falling behind competitors who are more proactive. As search traffic increasingly shifts towards LLMs, those unprepared may miss out on valuable direct booking opportunities.
A new type of tool
The GEO Consultant allows hotels to comprehend the factors impacting their visibility and provides actionable recommendations for enhancing their representation, Major explained.
This tool enables hotels to conduct a visibility scan of their website, evaluating how they feature in AI-generated travel searches based on specific prompts. For instance, a hotel in Miami can assess its visibility for search queries like “a hotel with ocean access in Miami,” pinpointing gaps in potential bookings.
Prior to the creation of this tool, hotels often depended on generic marketing methods or specialized consulting services to improve their visibility in AI contexts. Although general GEO tools were available, they lacked hotel-specific functionalities, making them less effective in accurately reflecting how hotels are discovered on AI platforms.
The GEO Consultant stands out by offering insights on how hotels rank against their direct competitors. It clarifies whether a hotel’s visibility stems from its own website or from third-party platforms such as online travel agencies.
In addition to assessing a property’s presence in generative AI searches, the system also delivers practical strategies for enhancing performance.
Operto’s Marketing Agent, another resource within the company’s Distribution AI suite, builds on these visibility insights. It identifies instances where online travel agencies intercept high-intent searches, revealing where independent hotels are losing direct bookings. Using this information, the agent can recommend targeted paid campaigns to improve direct booking outcomes, providing an impressive level of automation.
As the hospitality industry navigates this rapidly evolving technological landscape, proactive measures towards AI visibility are vital for maintaining competitive advantage and ensuring that potential guests can easily find their ideal accommodations.
