Visibility
- What I measure
- Property mentions, competitor share of voice, citations, factual accuracy, Google impressions and rankings
- What it tells us
- Whether your hotel appears for monitored guest questions
GEO for Hotels & Resorts
Help travellers discover your hotel through AI—and give them a reason to book directly.
I help hotels and resorts improve visibility across Google, ChatGPT, Perplexity and Gemini by connecting their property information with the questions guests ask before choosing a stay.
Generative Engine Optimisation (GEO) makes information about your hotel easier to discover, understand and reference in AI-generated answers. My work connects that visibility with useful website content and a clear route to direct booking.
Experience spanning 80+ accommodation properties, including properties within IHG, Accor and Wyndham.
01 / GEO Case Studies
Hotel GEO case study: 180% more organic sessions
A Phuket resort grew monthly organic sessions from 678 in March to 1,899 in August 2026 during an ongoing SEO and GEO programme.
- Organic sessions
- 180% increaseMarch–August 2026
- Organic booking-related and contact actions
- 241 actionsin August
- Sessions attributed to selected AI sources
- 157 sessionsin August
- AI-attributed package, offer and dining actions
- 13 actionsin August
The programme strengthened family, accommodation, facility and offer pages; connected supporting articles through internal links; corrected property information; and addressed language, sitemap and metadata issues.
For family travellers, the work connected content about children’s activities and facilities with pages explaining the resort’s accommodation and offers. Calls to action gave visitors a relevant next step.
These are recorded sessions and website actions. Completed room bookings and booking revenue were outside the available evidence, and the results reflect the combined programme.
02 / Direct visibility
How GEO helps hotels compete with OTAs
GEO gives your hotel another opportunity to enter a traveller’s shortlist and bring that interest to your own website.
A traveller asking about a family resort with connecting rooms, a supervised kids’ club and easy beach access has already described several booking requirements. Your website should explain exactly how your property meets them.
You know your rooms, facilities and destination beyond the fields available in an OTA listing. Publishing that knowledge gives guests more information to choose your hotel—and a reason to explore booking directly.
- Explain why your hotel fits. Answer specific questions about room configurations, facilities, location and stay conditions.
- Make your direct website useful during comparison. Help guests assess the property with detailed answers, relevant offers and current availability.
- Give guests a reason to book directly. Clearly explain verified benefits, inclusions and conditions available through your website.
- Build a measurable direct channel. Track identifiable visits and recorded purchases, then compare acquisition costs and booking value across channels.
Compare discovery journeys
| Part of the journey | OTA-led discovery | AI discovery leading to your direct website |
|---|---|---|
| Finding accommodation | Guests browse listings using destinations, dates and filters. | Guests describe their trip and receive suggestions with supporting information. |
| Explaining the fit | Your listing presents information within the OTA’s format. | Your website can provide detailed answers about the requirements behind a recommendation. |
| Comparing the stay | Guests compare properties and rates within the platform. | Your room, facility and offer pages help guests evaluate the suggested property. |
| Booking | The reservation follows the OTA’s booking process. | Your website connects guests to your direct booking engine. |
| Acquisition costs | Commission and other contracted platform costs apply. | Marketing, technology, payment and booking costs apply. |
These journeys overlap. AI can cite an OTA, and a guest can discover your hotel through one channel before booking through another. My measurement separates a hotel mention, a website citation, a referral and a recorded purchase.
“GEO is the biggest opportunity I’ve seen for hotels to challenge OTAs for direct visibility. When a traveller tells AI exactly what they want, a recommendation explaining why your hotel fits can bring them much closer to choosing you.”
03 / The guest’s decision
What questions do guests ask before booking?
Your hotel needs to explain the details behind claims such as “family-friendly,” “near the airport” or “breakfast included.”
Consider this illustrative guest question:
“Which resorts in Phuket suit two adults and two young children, with a kids’ club and easy beach access?”
| Guest’s question | Information needed | Where it belongs |
|---|---|---|
| Can all four of us stay in one room? | Occupancy, bedding options, children’s age rules and extra-bed charges | Relevant room page |
| Can both children use the kids’ club? | Minimum age, supervision, opening hours and fees | Kids’ club page |
| Is the beach accessible with a pushchair? | Actual route, steps, road crossings and access restrictions | Location or beach-access page |
| Does this rate include breakfast? | Adult and child breakfast entitlements for the selected rate | Offer page and booking engine |
A family-stay page can bring these answers together, link to the supporting room and facility pages, and guide guests to a suitable booking option.
I improve existing pages where they can answer the question. A new page is added when a distinct guest decision needs its own explanation.
04 / Service scope
What hotel GEO services include
I connect guest research, property information, website improvements and external sources in one delivery plan.
Guest-question and search researchPriority audiences, questions, keywords, monitored prompts and target pages
Research starts with your accommodation, priority guest markets and booking goals.
For a family resort, the questions may concern occupancy, children’s facilities and dining. For an airport hotel, they may concern transfers, late arrivals and breakfast times.
I connect each priority question with verified property information, relevant search terms, representative AI prompts and an existing or proposed page.
Entity & Schema Optimisation
A verified property fact sheet, relationship map and correction list
Your hotel, its brand, destination, rooms and facilities need clear identities and connections.
I establish the facts describing each relationship:
- Property and destination: address, neighbourhood, map pin and access.
- Property and brand: verified brand, ownership and operating relationships.
- Property and accommodation: room names, sizes, bedding, occupancy and conditions.
- Property and facilities: location, eligibility, hours and charges.
- Room or offer and reservation: booking links, inclusions and applicable conditions.
The fact check compares your website with relevant OTA listings, Google Business Profile, Tripadvisor and sources cited in sampled AI answers.
Schema Markup describes supported facts in a machine-readable format. On a hotel website, Hotel and HotelRoom can describe the property and its accommodation, with markup matching the visible content.
Conversational Content Creation
Prioritised technical tasks, page improvements and content briefs
Technical checks identify blocked pages, indexing issues, conflicting canonicals, broken links and important information that search systems cannot readily access.
Content work then improves the pages guests use to make a decision:
- Room, facility, location and offer pages with specific facts and conditions.
- Audience pages connecting relevant accommodation and experiences.
- Destination guides answering useful questions around the stay.
- Internal links connecting supporting content with commercial pages.
- Booking calls to action beside information that supports the choice.
Google explains that AI Overviews and AI Mode may run related searches across subtopics and sources. That supports planning connected content around a guest’s decision, including the individual questions behind it. Google Search Central
Sentiment & Citation
Guest-review sentiment, factual corrections and relevant citation opportunities
Review sentiment and external sources
I review recurring themes in guest feedback to understand what travellers value, where expectations are unclear and which questions your content should answer. Citation analysis identifies the sources AI uses to describe and recommend your hotel.
I review the sources appearing in relevant AI answers and compare their information with the hotel’s verified facts.
The work may include correcting a tourism listing, updating a partner profile or preparing an editorial pitch supported by relevant property information. Source selection follows your destination, guest audience and the information missing from existing coverage.
A 90-day plan and monthly reviewsA baseline, booking-tracking assessment, monthly reporting and a rolling 90-day action plan
Measurement and review
Each priority identifies the affected pages, required work, owner, approval and review measure.
Monthly reviews connect completed work with changes in visibility, website activity and recorded booking outcomes. The next cycle follows those findings.
05 / Measuring GEO
How to measure your hotel’s AI visibility
Reporting should explain whether your hotel appears, whether guests visit and what happens next.
Guest interest
- What I measure
- Organic and identifiable AI-source sessions, room and offer-page visits, relevant engagement
- What it tells us
- Whether discovery leads to useful website activity
Booking outcomes
- What I measure
- Booking clicks, enquiries, recorded purchases and revenue where available
- What it tells us
- Which actions and attributed purchases are recorded
Channel contribution
- What I measure
- Visits and outcomes across search, AI referrals, paid media, social, email and Direct
- What it tells us
- Which measured channels account for the change
Hotel’s AI visibility is measured through a defined sample. Reports retain the prompts, platforms, markets, dates and answer counts so comparisons remain interpretable.
When results move differently, the next action follows the gap:
- More mentions, unchanged visits: check the questions gaining visibility, cited websites and referral tracking.
- More room-page visits, fewer bookings: check tracking, guest relevance, availability, rates and booking-funnel drop-off.
- More booking clicks, unavailable purchase data: work with the reservation provider to establish the missing measurement.
Booking-engine or PMS records verify reservations. Analytics supplies the recorded attribution. Reviews also consider seasonality, promotions, availability and other marketing activity.
06 / Implementation
How hotel GEO implementation works
The delivery plan reflects who can make changes across your website, business profiles and booking systems.
An independent hotel may need content and technical support. A chain-affiliated property may need central approval or implementation through a brand-appointed vendor.
Brand and Google Business Profile approvals
I prepare proposed changes with the current information, verified replacement and supporting evidence. Your authorised team or central brand team can then review and publish them.
Hotel prices and booking links can involve distribution and connectivity providers, so the delivery plan identifies the appropriate owner.
Website developers
Development requests specify the affected URL, current behaviour, required change and completion check. Progress distinguishes submitted, implemented and verified work.
Booking engines and analytics
Where supported, the setup includes GTM, GA4 events and cross-domain measurement, followed by checks of booking IDs, value, currency and duplicate purchase events.
If the provider cannot expose completed purchases, reporting identifies the available events and the missing steps.
07 / Led by Shaun Huy
Hotel GEO led by Shaun Huy
I bring seven years of SEO experience and work spanning 80+ accommodation properties, including properties within IHG, Accor and Wyndham.
My approach starts with the hotel’s actual offering: who it suits, what guests need to know and how they can book.
I use my GEO Operating System to connect those decisions with content, technical improvements, external information and measurement. I lead strategy and reviews, with implementation delivered through your existing team or a dedicated delivery team.
08 / Scope & pricing
Hotel GEO packages and pricing
Choose consultancy when you have a team ready to implement. Choose managed SEO/GEO when you need strategy and delivery together.
Consultancy
FromUS$3,000One-time payment · Excluding taxes
Six months of research, strategy and ongoing guidance.
Scope and inclusions
- Business, guest and search assessment.
- GEO execution map and two 90-day action cycles.
- Priorities for property facts, content, technical work and external presence.
- Guidance for brand approvals, developer requests and measurement.
- Monthly working reviews.
- A six-month review of results and next steps.
I lead strategy and review. Your team creates, publishes and implements.
Managed SEO/GEO
FromUS$2,500Per month · Excluding taxes
Twelve months of strategy, implementation and improvement.
Scope and inclusions
- Business assessment, execution map and rolling 90-day priorities.
- Analytics setup, including GTM, booking tracking and funnel measurement where supported.
- Unlimited keyword tracking for relevant search terms.
- 100 tracked prompts across ChatGPT, Perplexity, Google AI Overviews and Gemini.
- Content research, writing, publishing and priority-page improvements.
- Technical SEO, internal linking, Schema Markup and agreed website fixes.
- Brand facts, entity relationships and consistency across relevant sources.
- Google Business Profile work through the authorised owner.
- Relevant citations and outreach for brand mentions.
- Monthly performance reviews and updated priorities.
I lead strategy. A dedicated delivery team implements the agreed work with your brand and technology partners.
All prices are in USD and exclude applicable taxes. The proposal defines the properties, websites, markets, languages, delivery scope, monitoring schedule and approval responsibilities. Specialist integrations and major development are assessed separately.
09 / Useful answers
Questions about GEO for hotels
Can GEO help an independent hotel compete with larger brands and OTAs?
Yes. An independent hotel can build a focused case for the stays it serves particularly well through detailed property information, destination knowledge and supporting evidence.
I identify those opportunities and improve the information available across your website and relevant external sources. Inclusion still depends on the question, platform and competing information.
How does GEO support direct bookings if AI cites an OTA listing?
An OTA citation can help a traveller discover your property, but it does not establish a visit or booking through your website.
I check which sources appear, improve your own pages around the same guest questions and make the direct booking route clear. Reporting distinguishes property mentions, citations to your website, identifiable visits and recorded purchases.
Does GEO replace our hotel SEO programme?
SEO and GEO share technical and content foundations. I use the same verified property facts, priority audiences and booking goals across both.
GEO adds monitoring of how AI answers represent your hotel, which sources they cite and what identifiable AI-source visitors do on your website.
Can we start if the brand controls our website and Google Business Profile?
Yes. I assess the public information, establish the access and approvals needed, and define work for the appropriate teams. The programme reflects the changes your property can implement and the support required from the brand.
Is Hotel Schema enough to improve AI visibility?
Schema helps describe the facts published on your website. Effective work also addresses missing information, conflicting listings, inaccessible pages and the questions guests need answered.
Google states that its AI features require no special schema or AI text files. Google’s guidance
Can you identify bookings attributed to ChatGPT?
Where recognisable referrals and tested purchase tracking are available, I can report purchases attributed to ChatGPT in analytics.
Some journeys lose referral information or continue through other channels. Reservation records verify the booking, while analytics supplies the recorded attribution.
What happens in the first 90 days?
I establish the baseline, verify property facts and confirm implementation access. The delivery plan then prioritises technical issues, important pages and external inconsistencies.
Each task has an owner and review measure. Monthly reviews determine what to continue, improve or escalate.
The next move
Discuss GEO for your hotel or resort
Let’s identify where search and AI visibility can support your direct-booking goals.
Share your property website, priority guest markets and the result you want to improve. Include who manages your website, Google Business Profile and booking engine so I can assess the delivery requirements.
