Search has fundamentally changed with the rise of AI.
For two decades, being visible online meant one thing: appearing on the first page of Google. You built your backlinks, optimised your keywords, and climbed the rankings, as it was a surefire way for your business to be seen.
Those same rules are no longer applicable.
A growing number of guests have abandoned typing a request into a search bar and clicking through results. They are now having conversations with AI platforms. They describe specifically what they want, and an answer is constructed.
37% of holidaymakers now use AI to plan trips.
But they are not just browsing options, they are building personalised itineraries and arriving at curated decisions entirely within the platform. By the time they reach your website, they are ready to book.
Guests referred from AI search convert at three to six times the rate of traditional traffic.
So what does it mean for your brand if it is not part of the answer that AI gives?
It means you do not exist for that guest in that moment.
Our report unpacks what GEO is, how it differs from SEO, what AI platforms are prioritising right now, and where hospitality brands have a structural advantage that most are not yet using.
