How “AI Mode” Is Shaking Up Hotel Discovery And What It Means for Your Property
Imagine a search world where Google doesn’t just return links but chats with users, understands context, follows up and even helps them book. Welcome to AI Mode, Google’s next-gen Gemini powered search experience that is transforming how people find hotels in the UK, France and beyond. And yes, if your hotel isn’t tuned into this shift, you might already be invisible.
What is AI Mode?
AI Mode is Google’s experimental conversational search interface powered by Gemini 2.5, already rolled out in markets such as the UK. Instead of the familiar list of blue links, travellers are served with:
A structured answer pulled from across the web, including hotel websites that are well built and well optimised.
Conversational prompts that allow them to refine their searches in real time.
Multimodal options where they can type, speak, or upload an image to guide the search.
Query fan out technology, which breaks down complex questions into sub queries and synthesises the findings into a single, concise response.
This is no longer about finding a list of hotels. It is about delivering the most relevant stay option in one intelligent answer.
Study Insights: AI Mode in Action (London & Paris)
We tested hotel branded searches alongside non-branded queries like “4-star boutique hotel in Covent Garden” in both UK and French markets. The findings are a wake-up call:
Structured content gets cited. Hotels with schema markup, detailed FAQs, and clear headings were far more likely to appear in the AI summary.
Google Business Profile dominates. AI Mode often surfaces GBP content before it looks at websites, so if your profile isn’t polished, you’re already at a disadvantage.
Long-tail and conversational queries win. Searches such as “best affordable spa hotel near the Louvre with vegetarian breakfast” rewarded hotels with content that answered those specifics.
Context and personalisation matter. Hotels appeared in suggestions based on a user’s past browsing or booking history, such as “hotels with pools since you searched one last time” or “places you viewed earlier in Paris.”
The result is simple: OTAs and well-optimised properties are already winning visibility. Hotels without structured content and a strong GBP presence are absent.
AI Mode vs Traditional Search vs ChatGPT
Traditional Google search was all about keywords, rankings and a single query at a time. You typed in “best boutique hotels in Paris” and sifted through the list.
AI Mode flips that on its head. It is conversational, guiding travellers from question to question, presenting synthesised answers rather than endless links. Instead of just serving pages, Google is interpreting intent and delivering the most fitting hotels, experiences or booking options.
ChatGPT offers a conversational interface too, but it is not connected to live hotel inventory in the same way. AI Mode bridges both worlds, combining Google’s search index authority with large language model conversation.
For hotels, this means classic SEO is no longer enough but still extremely relevant. The focus shifts to Generative Engine Optimisation (GEO). In other words, your site, content and GBP must be structured so Google can reliably cite your property inside its AI answers. Visibility is no longer about being “ranked number one” but being mentioned directly inside Google’s response.
Why Hotels Need a Blog More Than Ever
One of the most effective ways to prepare your hotel for AI Mode is to maintain an active, well-structured blog. Here’s why:
Search visibility: AI Mode thrives on structured, fresh content. A blog gives you natural opportunities to answer conversational queries like “best things to do in London with kids near Tower Bridge hotels.”
Local authority: Posts such as “48 hours in Paris’ Left Bank” position your hotel as part of the destination, not just a place to sleep.
Multi-channel fuel: Every blog post can be repurposed into Instagram carousels, email newsletters and GBP updates.
EEAT and trust: Blogs attract backlinks, build authority, and prove your expertise and credibility to both travellers and Google.
Insights into traveller intent: GA4 can show you what topics are driving attention, allowing you to build packages around seasonal or trending demand.
A blog is not just content marketing, it is your engine of visibility in both classic search and AI discovery. Without one, your property risks being sidelined by OTAs. With one, you continuously feed AI Mode with reasons to recommend you.
👉 Want to dig deeper? Read my guide on Why Every Hotel Needs a Blog and grab my 50 Blog Ideas for Hotels to get started.
Tactics to Win Visibility in AI Mode
Adopt Generative Engine Optimisation (GEO)
Structure your website with schema, topic clusters, FAQs, and llms.txt. This makes your content easier for AI Mode to understand and cite.Optimise Your Google Business Profile
Refresh every detail: descriptions, amenities, categories, images, menus for F&B if you have them, and room photos. GBP is increasingly the first source AI Mode pulls into results.Build Conversational FAQs
Anticipate questions like “How far is the hotel from Gare du Nord?” or “Do you offer rooms for families with young children?” and present answers clearly on your site.Strengthen Visual Assets
AI Mode is multimodal. Make sure your imagery has alt text, that you use high-quality video snippets, maps and directions are included and easy to crawl.Stay Technically Strong
Page speed, mobile-first design and secure connections remain fundamentals. If your site performance is poor, AI Mode is less likely to pull from it.Dominate Your Niche
Instead of generic “luxury hotel in Paris,” own specific positioning such as “eco-friendly serviced apartments near Gare de Lyon” or “romantic spa hotels just outside London.” Niche wins visibility.Build Authority and Trust
Encourage guest reviews, secure high-quality backlinks and ensure policies and details are transparent. EEAT still influences how Google chooses citations.
Tracking and Reporting in GA4 and Search Console
Google has not yet released a dedicated AI Mode reporting interface, but there are signs to watch:
In GA4, look for organic sessions entering deeper content such as FAQs rather than the homepage, paired with longer engagement.
In Search Console, monitor conversational and long-form queries. These are often triggered by AI Mode use.
If impressions are climbing but clicks aren’t, your hotel may be surfacing in AI summaries without generating a direct click. This is still valuable visibility and awareness.
What This Means for Your Hotel
AI Mode is not a side experiment. It is Google signalling how search will work going forward. For hotels, this means preparing for a world where visibility comes from structured answers and conversational queries, not just ranking first in blue links.
Hotels in London, Paris and across Europe that adapt their SEO to GEO principles, invest in their Google Business Profile, and build niche, specific content will secure visibility. Those who don’t risk handing that prime spot to OTAs and competitors.
This is the moment to act. Build structured, specific, traveller-friendly content and make sure your hotel is present in AI Mode’s answers. Visibility today is the foundation for tomorrow’s bookings.
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