To understand why this matters, think of traditional search engines as librarians who hand you a list of books that might contain your answer. You still need to open each book, scan through the pages, and piece together the information yourself. AI-powered search, however, acts more like an expert who has already read through all those books and can directly answer your question or engage in a conversation about the topic.
The evidence for this shift is becoming increasingly visible in specific industries. In our hospitality sector, hotel websites are experiencing a steady growth in visitors arriving from AI platforms like ChatGPT, rather than traditional search engines like Google. This represents a fundamental change in user behaviour—people are moving from searching for links to having conversations with AI systems that can provide immediate, contextual answers.
This transformation goes deeper than just changing where people click. It's altering our expectations about how information should be delivered. Instead of sifting through multiple sources, users increasingly expect direct, synthesised responses that address their specific needs. This shift challenges hotels to rethink how they make their information discoverable and valuable in an AI-mediated world.
Traffic coming from ChatGPT to Hotel Websites
While AI currently represents only a small portion of the entire search ecosystem, this landscape is transforming at an unprecedented pace. Like watching a river change course - what starts as a small trickle can quickly become the main channel. This is why hotels need to begin adapting their strategies immediately, rather than waiting for AI search tools to dominate the market.
To appreciate this transformation, let's first understand how traditional search worked. Conventional search engines operated much like a basic filing system - they would match the words you typed with pages containing those exact words. If you searched for 'apple', the engine would simply find pages with that word, regardless of whether you meant the fruit or the technology company.
This approach has significant limitations because human communication relies heavily on context and implied meaning. When someone searches for 'apple', their true intent depends on contextual factors - are they on a cooking website or reading tech news? This is where AI shines: AI search engines can now understand the intent behind a query, providing more accurate and relevant results.
Modern AI-powered search tools represent a fundamental leap forward because they can interpret the intent behind queries rather than just matching words. These systems analyse not just what a user typed, but consider the context of their search and even the type of information typically sought with similar language patterns.
Consider how tools like Bing Chat and Google's Search Generative Experience (SGE) now operate. Instead of presenting you with a list of websites to explore, they use large language models to synthesise information from multiple sources and provide direct, conversational answers. This is like having a research assistant who has already read through dozens of relevant articles and can give you a comprehensive response tailored to your specific question.
This evolution has created what experts call "zero-click searches" - instances where users receive complete answers directly on the search results page without needing to visit any websites. While this might initially seem problematic for hotels trying to attract website visitors, it actually creates new opportunities for those who understand how to adapt.
The key insight is that becoming a trusted source of information becomes more valuable than ever. When AI systems compile answers, they draw from sources they consider authoritative and comprehensive. Hotels that establish themselves as reliable sources of detailed, helpful information will find their content being referenced and recommended by these AI systems.
Creating content for this new landscape requires a different approach than traditional SEO. Instead of focusing on specific keywords, hotels need to think like someone having a conversation with a knowledgeable friend. Your content should anticipate the full range of questions someone might have about your topic and provide comprehensive, helpful answers.
For example, rather than creating a simple page about 'Dublin hotels', consider developing content that addresses the complete travel planning process. Someone searching for 'what to do in Dublin for 3 days' isn't just looking for a list of attractions - they want to understand how to structure their time, where to stay for easy access, what areas to prioritise, and how to make the most of their visit.
This approach works because AI systems excel at understanding and rewarding content that demonstrates genuine expertise and provides practical value. When you create comprehensive resources that truly help travellers make informed decisions, AI tools are more likely to reference your content and position your hotel as the logical choice for their needs.
The transformation happening in search represents more than just a technological shift - it's a return to focusing on genuinely helpful, authoritative content that truly serves users' real needs.
The examples discussed reveal something important about how AI-powered search operates: these systems don't just pull information from thin air. Instead, they carefully trace their responses back to original sources, often weaving together multiple types of content, including text, videos, and interactive media. This creates a web of interconnected information where being referenced by AI systems becomes a new form of digital credibility.
To position yourself as a trusted source in this ecosystem, you need to think like the AI systems themselves. This means developing a deep understanding of what users actually want to accomplish when they search, rather than just focusing on the specific words they type.
Let's explore what it means to understand user intent in practical terms. When we talk about booker intent, we're really discussing the underlying motivations and circumstances that drive the booker to search for hotel accommodation. This requires you to step into your guests’ shoes and map out their complete decision-making journey.
Start by creating detailed profiles of your target guests. But don't stop at basic demographics like age or income level. Instead, dig deeper into their travel motivations, constraints, and decision-making factors. A family planning a vacation has entirely different needs and concerns than a business traveller attending a conference, even if both end up searching for 'hotels in your city'.
Here's where the sophistication of modern AI becomes apparent: these systems don't just analyse the words in a search query. They've learned to recognise patterns in human behaviour that reveal much more about what someone actually needs.
Think of AI as having developed an intuitive understanding of context, much like an experienced concierge who can read between the lines of what a guest is asking. When someone searches at 10 PM on a Sunday night, that suggests different urgency and needs than someone searching at 2 PM on a Tuesday. A search coming from a mobile device while someone is travelling differs significantly from a desktop search made weeks in advance. This creates a rich picture of your actual situation and needs, allowing the AI to provide more relevant recommendations.
With this understanding of how AI interprets user intent, you can now approach content creation more strategically. Instead of creating generic pages that simply describe your hotel's features, develop specific landing pages that address complete customer scenarios.
Let's work through an example to illustrate this approach. Consider that business traveller we mentioned earlier - someone driving to a conference who needs convenient parking, corporate rates, and meeting facilities. The traditional approach might create separate pages describing each amenity: one page about parking, another about meeting rooms, and perhaps a corporate rates page.
However, understanding user intent suggests a different approach. This traveller isn't just looking for individual amenities; they're trying to solve a complete set of interconnected challenges. They need to arrive efficiently, conduct business professionally, and manage their expenses appropriately. Your content should address this entire scenario as a cohesive solution.
This brings us to a crucial distinction in content creation: the difference between describing features and communicating value. When you list technical specifications like 'meeting room capacity: 50 people', you're providing information but not necessarily answering the deeper questions your potential guests are asking.
Instead, consider why that business traveller cares about meeting room capacity. They're likely concerned about creating the right impression for their colleagues, ensuring their presentation goes smoothly, and demonstrating their competence in choosing an appropriate venue. Your content should address these underlying concerns by explaining how your facilities support successful business outcomes, not just listing measurements and equipment.
This approach works because AI systems have learned to recognise and reward content that demonstrates genuine understanding of user needs. When your content shows that you understand not just what people are looking for, but why they're looking for it, AI systems are more likely to identify your hotel as a relevant and authoritative source for those specific user scenarios.
As a trusted partner to the international hospitality industry, Bookassist drives sustainable profitability across the customer journey by combining expertise, strategy, data and technology. We believe that direct business is the heart of every hotel's strategy and we ensure our clients achieve the best from their direct business by delivering constant innovation through our people and our technology.
At Bookassist, we offer a full 'Path to Success'; with packages from Start, Grow, and Expand all the way to Scale, we have a solution designed to fit any hotel's budget and strategic goals.
If you’re not currently working with Bookassist, but would like to hear more about the value we could drive for your business, simply contact us and a member of the team will be in touch soon!