WHAT HOTELS NEED TO KNOW

Search is changing fast, not just where people search nowadays but also how. This means your hotel’s next visibility battle is happening inside AI-generated answers as much as on traditional search results. Why does it matter to you?

Because over 50% of travellers trust AI with travel suggestion and 40% use AI during their planning process to build itineraries. Your future guests are asking long, conversational and very specific questions from bots and checking out reviews from real users with real experiences. GEO, or Generative Engine Optimisation, is focusing on ensuring large language models (LLMs such as Gemini or ChatGPT) can find and recommend your brand.

GEO AT 80 DAYS COVERS OPTIMISING YOUR WEBSITE BRAND PRESENCE SO THESE AI SYSTEMS CAN SEE YOUR HOTEL'S OFFERINGS AND UNIQUE SELLING POINTS

While the rise of LLMs presents a significant shift for hoteliers, it also creates a new opportunity to reach potential guests, drive traffic and ultimately generate bookings through emerging search channels.

AI agents aim to find the most trustworthy, reliable and experienced brands to recommend, and now the source of this overall sentiment goes way beyond your website and your digital assets like branded social media accounts.

OUR GEO APPROACH

To ensure a positive GEO performance, 80 DAYS look beyond these and have a truly holistic approach that includes not just your website content, structure and technical health but also reviews, social presence, and valuable third-party mentions from trusted sources.

In April 2025, our agency started to focus on GEO and incorporate it into our organic search strategies and the work we offer to our clients. From internal guidelines and tasks to new ways to report on AI search performance, we built a system to best support hotel brands in these changing times.

AND THE RESULTS WERE QUICK TO FOLLOW

Our mini case study shows how the Lore Group properties and websites gained advantage by working closely with us. The award-winning hotel group has a portfolio of independent boutique hotels in Europe and the US with an already existing positive brand sentiment and strong brand presence. Both of which offered the perfect base for our team to bring in great improvements.

WHAT DID WE DO?

As we have been working with the Lore Group websites for years, the SEO groundwork was already in place, allowing us to turn our focus to GEO.

By optimising the content across the whole website with a strong focus on location, hotel type and F&B keywords and long-tail queries as well as updating the existing FAQ pages to ensure LLM users get answers to factual questions from the official hotel websites, we future-proofed the sites from a static content point of view.

Local listings such as a Google Business Profile are immensely important for a positive GEO performance, as AI answers are often pulled from these. Uberall, a multi-location marketing platform was a great help that keeps brand information correct and consistent while provides opportunities to answer reviews fast.

THE AUDIT

80 DAYS developed a hotel-specific GEO audit to carry out first-party (website and other owned assets) and third-party (external factors like reviews, backlinks, brand mentions) checks for recommendations to the client.

We are also in the process of getting Wikipedia pages approved for each hotel as AI agents trust and refer to this site a lot when citing brands in their answers.

Finally, as one of the main technical actions, we also added schema markup to all core pages to support the information on them.

THE RESULTS

Since January 2026, one of the Lore Group hotels has seen a 1,867% increase in number of bookings from AI agents as well as a 1,536% increase in revenue. Sessions also went up by 1,291% YoY.

Using Hotel Benchmark, a comprehensive analytics solution that allows you to compare your hotel to competitors in the system, we have also seen that between June 2025 and June 2026 the Lore Group websites significantly outperformed the competition on both AI traffic and AI revenue.