who is shaun huy???
Shaun Huy helps hotels, resorts and restaurants improve their visibility across Google and AI search, with direct bookings as the goal.
He leads SEO/GEO at Heads on Pillows and Artemis Digital. His work connects what guests search for, what the internet says about a property, and what happens when someone reaches its website.
01 / Case Study
My AI search experience spans IHG and Accor properties, independent hotels, boutique stays and holiday rentals.
websites in the analysis
AI search / Analysis
An analysis of AI-referred traffic across hospitality websites, looking at traffic share, growth and engagement. A starting point for understanding where AI search fits into the wider acquisition picture.
Read the analysisCase study / Phuket resort
Monthly organic sessions grew by 180% between March and August 2026. The work covered property identity, multilingual content, technical fixes and the path from discovery to booking-related actions.
Read the case studyCase study / Australian holiday rentals
A holiday rental business recorded five website purchases attributed to ChatGPT. The programme connected destination content, location pages, off-site references and technical SEO.
Read the case study02 / My Solutions
I investigate which guest needs your competitors appear for, the sources supporting those recommendations, and the gaps in your own website and wider presence.
I compare the facts across your website, booking platforms and other relevant sources. Room details, facilities, location and policies should give guests an accurate picture of what they can book.
I examine the connection between the searches bringing people in, the pages they land on and the path into your booking engine. The next action depends on where that connection weakens.
I connect search visibility with visits, enquiries and confirmed bookings where the data allows. You should know what changed, what remains unmeasured and what to investigate next.
03 / The approach
My work follows the GEO Operating System I’m developing and applying across SEO/GEO delivery.
We start with the business: the guests you want, the stays you can serve, the markets you target and the reasons someone would choose you.
A family stay near public transport needs different evidence from a secluded couples’ retreat. That distinction shapes the work.
I identify the recurring needs, constraints and objections guests bring to search.
Can two adults and two children share a room? How far is the beach? What is included when booking direct? Which details would make someone choose another property?
These questions guide what we need to investigate and publish.
The work can include technical accessibility, room and offer content, internal links, structured data, business listings and relevant third-party coverage.
I prioritise the changes that address an identified gap. Each task should have a reason connected to the property and its prospective guests.
Visibility → visits and brand interest → enquiries, bookings and revenue.
I review those connections, identify where performance weakens and use that finding to decide what happens next. Attribution gaps stay visible in the report.
04 / Work with me
Whether the next step is a direct booking or a qualified enquiry, the strategy starts with how your customers decide.
For hospitality teams that need to understand their current position and decide what to fix first.
I review search visibility, website accessibility, content, brand information and measurement. You receive a prioritised action plan explaining the findings, recommended work and dependencies.
For teams that already have people executing and need support with direction, prioritisation and review.
I help assess opportunities, review proposed work and connect reporting to the next decision.
For a defined challenge, such as restructuring hotel website content, establishing a search baseline or investigating weak performance.
We agree the scope, deliverables and implementation responsibilities before starting.
Clear thinking.
Useful work.
05 / About me
Senior GEO Leader for Hospitality
I’m based in Ho Chi Minh City and work with hospitality businesses across Australia, Southeast Asia and other international markets.
At Heads on Pillows, I lead SEO/GEO within an agency focused on tourism and hospitality. At Artemis Digital, I lead search work across a broader range of industries.
Alongside client delivery, I’m building Ingentiq, a platform for hospitality businesses to understand their AI visibility, where their brand appears online and whether the information is accurate.
I’m passionate about helping businesses increase direct sales, especially by strengthening direct booking channels for hospitality businesses.
I also share practical SEO/GEO findings through industry workshops, teaching sessions and published analysis.
06 / Insights
Research, practical methods and observations from the work.
A test across eight Vietnamese destinations exploring which hotels ChatGPT recommends and where its citation links lead.
Read the articleA closer look at the property information guests need and how to make it easier to find and understand.
Read the guideTools behind the work
07 / Useful answers
Generative Engine Optimisation is work aimed at increasing the likelihood that your property is accurately represented and recommended in AI answers. For a hotel, that means improving the information available about the property and its suitability for particular guest needs.
Yes. I plan them together because website accessibility, useful content and accurate brand information support both. The scope depends on your starting point and the problems we identify.
Direct bookings are the commercial goal. To assess whether the work contributes, we need to follow discovery through to website visits and confirmed reservations. An increase in AI mentions alone does not establish an increase in bookings.
No. Recommendations vary by question, platform and context. I can identify gaps, improve the evidence supporting your property and measure changes across an agreed set of guest needs.
Yes. An advisory engagement can support your existing team. We agree who owns strategy, implementation, approvals and reporting so recommendations have a clear path into action.
Send me your property’s website, your priority market and the problem you want to solve. I’ll use that context to discuss a suitable scope with you.
Have a search challenge?
