As AI tools like ChatGPT and Google's Search Generative Experience (SGE) rapidly change how people search, plan, and book travel, hotel, tourism, and accommodation brands must take urgent action to ensure their digital presence is AI-discoverable.

Traditional SEO alone is no longer enough. AI is already reshaping the customer journey, and major OTAs and travel platforms are optimising their content specifically for generative engines — gaining greater visibility and bookings in the process.

“If AI can't find you, no one can,” says Adrian Caruso, Managing Director of Fastrack Digital. “Hotels and tourism businesses that fail to adapt risk losing valuable direct traffic and falling further behind the big players.”

To compete in this evolving landscape, businesses must now focus on Generative Engine Optimization (GEO) — a new approach that goes beyond keywords and backlinks. GEO prioritises:

• Structured data and schema implementation

• Clean, crawlable site architecture

• Content formats designed to surface in AI-generated answers

• A focus on solving traveller intent, not just ranking for search terms

With AI adoption accelerating, particularly among older travellers, being discoverable by tools like ChatGPT is becoming as important as traditional search visibility.

To learn more about how your brand can stay visible and competitive, watch the webinar Getting AI-Ready to Get More Direct Bookings on demand or contact Fastrack Digital.