Pioneering GEO for hospitality in Vietnam
I’m Shaun Huy, a GEO specialist based in Ho Chi Minh City, Vietnam. I help hotels, resorts and hospitality businesses improve how they are discovered through Google and AI search, with a focus on turning that visibility into direct bookings.
I bring 7 years of SEO experience and work spanning 80+ accommodation properties, including properties within IHG, Accor and Wyndham. Today, I apply that experience to Generative Engine Optimisation (GEO): helping search and AI systems understand a business, its strengths and the travellers it serves.
Based in Ho Chi Minh City, I work across Australia, Southeast Asia and other international markets.
01 / Experience
I’m the SEO/GEO Manager at Heads on Pillows and Artemis Digital, and Product Lead for Ingentiq. My work brings together client strategy, team leadership and product development, connecting what we learn from real projects with how we deliver the next one.
My hospitality experience spans Vietnam, Thailand, Australia, Bali, London, the Philippines and Spain, among other markets and destinations. I’m also working on a project covering Aruba and Curaçao – an especially interesting addition to that experience.
I’m passionate about helping businesses increase direct sales, for hospitality businesses, that means direct bookings. My experience also includes B2B manufacturing and service businesses, where the buying process and commercial outcome require a different approach.
At Heads on Pillows, I lead SEO/GEO within an agency specialising in tourism and hospitality.
My work covers search strategy, content direction, technical priorities and performance review. The commercial focus is helping hospitality businesses strengthen the path from discovery to direct booking.
At Artemis Digital, I lead SEO/GEO across a broader range of industries.
Alongside client strategy, I develop the operating procedures, quality standards and reporting practices the team uses to deliver the work. This includes turning research and experiments into instructions people can apply to a real project.
I’m building Ingentiq to help hospitality businesses understand their visibility in AI search.
Its development brings together questions I work on in client delivery: where a brand appears, which sources describe it, whether those facts are accurate, and what deserves attention next.
My role connects the search methodology with the product’s features, measurement and recommendations.
02 / The commercial focus
A hotel can be mentioned in an AI answer, receive a website visit and still miss the booking. Those are different points in the guest’s decision, and I want to understand the connection between them.
Which guest needs does the property serve? Is that information available where people look? Does the website answer the questions someone needs resolved before booking?
These questions shape what I investigate, what I recommend and what I measure.
GEO—Generative Engine Optimisation—is part of that work. The aim is to increase the likelihood that a property is accurately represented and recommended when it fits the guest’s needs.
Direct bookings give that work a commercial direction. I track the steps leading towards them and make the limits of attribution clear.
03 / Method
I’m developing the GEO Operating System to give SEO/GEO work a consistent basis for decisions.
It starts with the business: what it offers, whom it serves and what it can prove. From there, we identify recurring customer problems and decide which information, website improvements and external sources deserve attention.
Four ideas guide the work:
Information coverage answer the relevant questions people have about the business and its category.
Added value contribute something useful through evidence, detail or a better explanation.
Consistency keep the business’s facts accurate across its website and other sources.
Repetition reinforce the same association through relevant publications, profiles and genuine mentions.
The operating system guides the method. Client work tests its usefulness. Ingentiq is where I’m turning parts of that method into software.
Measurement connects visibility with brand interest, visits and commercial outcomes. When those move differently, the next task is to investigate the weakest connection.
04 / Case studies & research
B2B / Client work
A manufacturer targeting US buyers needed clearer business information, stronger search foundations and content aligned with its actual capabilities.
The published case documents the work and reports 743 AI-referred sessions and 22 leads, alongside 6,068 organic sessions and 120 leads, from July 2025 to April 2026.
Hospitality / Research
I published an analysis of AI-referred traffic across hospitality and tourism websites, examining its share, growth and engagement.
This research provides context for evaluating AI search alongside other acquisition channels. Traffic findings and booking outcomes need to be assessed separately.
05 / Speaking & teaching
I share practical findings through workshops, teaching sessions and published analysis.
At Travel Massive Bali, I co-led The AI Search Playbook for Travel Businesses with Jasmine Vo. The workshop covered brand definition, AI discoverability, prompt monitoring and measurement.
I was also invited to speak about AI in tourism and hospitality at AmCham Vietnam’s Tourism & Hospitality Committee meeting in December 2025.
07 / Get in touch
If you lead a hospitality business or marketing team, tell me about your property and the result you want to improve.
I work through audits, strategic advisory and defined SEO/GEO projects. I’m also open to relevant speaking, research and product conversations.
Clear thinking. Useful work.
