Depth of information now drives hotel visibility

Google’s AI mode rewards rich, helpful content — not keywords, backlinks, or thin hotel pages

Google AI Mode is changing how travelers search. Instead of typing simple keywords like “hotel in Zurich”, travelers now ask conversational, multi-step questions. Google’s AI then identifies all the related questions a traveler is likely to ask — and recommends hotels and brands that appear helpful, trusted, and frequently discussed across the web.

Key takeaways

• Travelers ask complex questions now: Queries like “quiet boutique hotel near lake Zurich with breakfast and spa” generate follow-up needs — location, atmosphere, amenities, dining, value. Hotels must address these in their web and content presence.

• Information depth is rewarded: Google’s AI looks for complete and useful information — not just keywords. Detailed descriptions, helpful FAQs, neighborhood guidance, and clear amenity explanations help hotels appear in AI answers.

• Brand trust signals matter: AI favors hotels that are mentioned positively across the web — guest reviews, local guides, press, travel forums, and influencer content — not just hotels with lots of backlinks.

• Use “reverse question prompts” to audit your website: You can analyze whether your website answers traveler questions such as:
  • What’s the vibe and atmosphere?
  • What makes this hotel unique?
  • How easy is access to key locations?
  • What do rooms actually look and feel like?
  • If those answers are vague or missing, Google’s AI sees the content as incomplete.

• Keywords are no longer enough: Optimizing pages for terms like “boutique hotel Zurich” is insufficient. Hotels now need to communicate experience, feeling, and decision-support information.

• Images and videos carry more weight: Travelers increasingly search with pictures and expect to see what makes a hotel special. Clear, well-composed photography and short room or tour videos significantly improve AI relevance.

Source: Search Engine Journal