How Hotels & Resorts Get Recommended by ChatGPT, Perplexity & Google AI
The hospitality-specific guide and workbook that turns AI search from a vague threat into a working plan.
A growing share of travel research now happens inside ChatGPT, Perplexity, Claude and Google's AI Overviews. A guest types "where should I stay in Bath this weekend" and the AI gives them three options.
If you're not one of them, you're not in the conversation.
This isn't a future problem. Travel and food are among the most AI-influenced categories. Your competitors are already showing up. Most hotel websites haven't been touched in eighteen months. Most marketing teams are still optimising for Google's blue links — which are losing share to AI answers every quarter.
The good news: AI search rewards properties that get the basics right. The bad news: most don't.
Two practical resources, working together.
A direct walkthrough of how AI search actually decides who to recommend, and what your team needs to do about it. Seven chapters:
What GEO actually is — and why your SEO playbook isn't enough
Why hospitality is particularly exposed — and the opportunity that creates
Your digital foundations — NAP consistency, Google Business Profile, structured data
Content that gets cited — what AI tools pull from and why
Schema markup without the jargon — what to add and where
Third-party authority — reviews, press, and directories
Your GEO action plan — 30 / 60 / 90 days
A fillable working document that turns the guide into a plan your team can action. Nine sections:
60-minute baseline audit of your current visibility
NAP consistency audit (across every platform)
Google Business Profile checklist
FAQ template for hospitality
Property description rewrite framework
Schema developer brief — copy, send, done
Review platform audit
Press pitch framework + directory checklist
30 / 60 / 90 day tracker
Run an honest audit of where your property is showing up in AI search today
Brief your developer on the exact schema markup to add without learning JSON-LD yourself
Rewrite your property description so AI tools can actually parse and cite it
Build a 90-day plan with named owners and clear "done" criteria
Stop having vague conversations about "what we're doing about AI" and start having specific ones.
Marketing managers, digital leads, and GMs at hotels, resorts, and hospitality groups who've started to notice their share of voice slipping in AI answers and want a practical, hospitality-specific playbook rather than a generic AI marketing guide.
It's especially useful if:
You've heard of GEO but want something built for hotels, not SaaS companies
Your team can action the work, but needs structure
You're answering questions from above about "what we're doing about AI"
You want something practical on your desk by Monday morning, not another conference talk
Honest pre-emptive answer: this isn't a magic-button AI tool, and it won't help if you don't have a working website, Google Business Profile, or any reviews yet. It's the next step up from the basics.
I'm Francesca Wood - AI consultant for hotels and resorts, and founder of FAI Consultancy.
I've spent my career inside hospitality, across operations, commercial, and marketing. Long enough to know that what works in a SaaS playbook usually doesn't translate, and that most "AI search" advice you'll find online is written by people who've never had to defend a ten-percent ADR drop in a Q4 review.
This guide is what I wished existed when I started consulting on this for hotels. Practical, hospitality-specific, and built around the work that actually moves the needle.
Found by AI — The Main Guide (42-page PDF)
The GEO Workbook (20-page fillable PDF)
Instant download after purchase
Yours to keep, share with your team, and work through at your pace
FAQ section
SEO is what you do to rank in Google search results. GEO - generative engine optimisation – is what you do to get cited by AI tools when they answer questions about your category. They share foundations (your site needs to work, and your content needs to be findable), but the playbook is meaningfully different. The guide explains the differences in plain English.
Some of it; specifically the schema markup, is best done by a developer or your web agency. The workbook includes a copy-and-send brief that does the explaining for you. Everything else (content, GBP, reviews, third-party authority) your marketing team can do directly.
Neither. It's two PDFs designed to be read once, then kept on your team's drive as a working reference.
AI search visibility builds over weeks, not days, as platforms re-crawl your content. Hotels that work through the full workbook tend to see meaningful change in 60 to 90 days.
Both. The principles are universal; the workbook lets you apply them at your scale.