The new discipline of optimizing your hotel for AI-powered search engines.
Generative Engine Optimization (GEO) is the practice of structuring and optimizing your hotel's digital presence so that generative AI systems — such as ChatGPT, Gemini, and Perplexity — accurately represent and recommend your property. Unlike traditional SEO, which focuses on ranking in link-based search results, GEO targets the conversational, synthesized answers that AI engines produce.
AI-powered search is rapidly replacing traditional search for travel planning. Travelers increasingly ask AI assistants for hotel recommendations instead of scrolling through search results. Hotels that are not optimized for generative engines risk being invisible to an entire generation of digitally-savvy travelers who rely on AI for discovery.
Track how frequently your hotel appears in AI-generated responses across platforms like ChatGPT, Gemini, and Perplexity. Use Opally's AI Visibility Score to benchmark your property against competitors and measure improvements over time. Monitor the accuracy and sentiment of how AI describes your property.
GEO focuses on AI-generated answers, not traditional search rankings.
Structured data and schema markup are critical for AI comprehension.
Consistent, high-quality content across all platforms improves AI recommendations.
GEO complements traditional SEO — both are essential for full-funnel visibility.
Early adopters of GEO gain a significant competitive advantage in AI search.
