Google’s message to hoteliers: visibility now depends on intent, not just keywords

Why hotel discovery is shifting toward AI-led exploration and trust-driven booking moments

Google says the way guests discover hotels is changing, with conversational AI increasingly shaping early trip planning while traditional search remains critical at the point of booking. Travelers often explore destinations and hotel options through AI tools, then return to Google search to confirm details and book on trusted hotel or brand sites. For hoteliers, this means success is less about ranking for broad keywords and more about making properties legible to AI through images, reviews, and clear signals of guest intent. As AI-driven discovery accelerates, Google’s advice is to adapt now and refine over time rather than wait for certainty.

Key takeaways

• Guest journeys now split across AI and search: Many travelers use conversational AI to explore ideas and itineraries, but still rely on Google search and known hotel websites when they are ready to book.
• Generic hotel keywords are losing value: Broad search terms are declining in clicks, while searches for specific hotel names are rising sharply, signaling more informed and brand-aware guests arriving at the booking stage.
• Hotel photos are now searchable intelligence: Google’s AI can identify amenities and features directly from images and videos, meaning visuals can surface a property in search even if details are not explicitly described in text.
• Guest reviews shape AI understanding: Reviews and other unstructured content help AI interpret emotional qualities such as “romantic,” “quiet,” or “family-friendly,” which structured data alone cannot fully express.
• Discovery is increasingly exploratory: A meaningful share of searches are entirely new each year, highlighting how AI helps travelers move from vague inspiration to clearer booking intent.
• Progress beats perfection: Google encourages hoteliers to act now by improving content, visuals, and review quality, iterating over time instead of waiting for a definitive AI or SEO playbook.

Source: Skift

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →