Google searches per U.S. user down nearly 20%

AI-driven discovery cuts repeat searches, concentrates traffic, and reduces visibility for hotels

Google search behavior in the U.S. is changing in ways that directly affect how travelers discover hotels. Searches per user are down nearly 20% year over year, not because travelers are abandoning Google, but because AI-powered answers increasingly satisfy intent without multiple follow-up searches. For hoteliers, this means fewer opportunities to appear in search results and influence booking decisions. As discovery becomes more concentrated on a small number of platforms, traditional SEO alone is no longer sufficient to sustain visibility.

Key takeaways

• Fewer search moments reduce hotel exposure: A decline in searches per user limits the number of opportunities for hotels to be discovered during the planning and booking journey.
• AI shortens the path from question to answer: AI-powered results resolve traveler questions faster, reducing clicks and compressing the consideration phase before booking.
• Traffic concentrates on dominant platforms: Discovery continues to favor large platforms and marketplaces, making it harder for independent hotel websites to attract organic traffic.
• Search intent is more explicit and complex: Travelers use longer, more specific queries, rewarding hotels that clearly communicate experience, differentiation, and value.
• AI tools reshape discovery without replacing search: AI platforms influence where attention flows, but primarily reinforce existing winners rather than opening new demand channels.
• Hotels must rebalance their channel mix: With organic search opportunities shrinking, hoteliers need to strengthen direct, GDS, and brand-led demand strategies to maintain reach and resilience.

Source: Datos

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