Artificial intelligence is rapidly reshaping how travellers search for hotels.
While foundational strategies like SEO and robust backlinks are still crucial, a new concept, Generative Engine Optimisation (GEO) is taking centre stage with the rise of AI Overviews in search results. How do you ensure your hotel appears within AI-enabled search and the responses of AI agents (like ChatGPT and Gemini)?
Well, recent data from Ahrefs suggests that branded web mentions – whether linked or unlinked – are becoming increasingly crucial for visibility.
Why? Because AI models are designed to understand language and context. Widespread, natural mentions of your hotel’s brand across the web signal authority, relevance, and a strong online presence to these intelligent algorithms.
So, how can hoteliers strategically increase the volume of positive brand mentions their property receives online? Here are 10 actionable strategies to help put your hotel in the spotlight:
1. Cultivate User-Generated Content (UGC) & Encourage Reviews
Your guests are your most authentic storytellers. Actively encourage them to share their experiences across social media platforms like Instagram, TikTok, and Facebook, as well as on key review sites such as TripAdvisor and Google Reviews.
Provide memorable hashtags, create “Instagrammable” spots, and make it effortless for them to leave feedback (think QR codes at check-out). Always respond thoughtfully to reviews – it shows engagement and appreciation.
2. Strategic Influencer & Media Partnerships
Collaborating with relevant travel influencers, lifestyle bloggers, journalists, and media outlets is a powerful way to secure organic mentions. Host familiarisation trips, craft compelling story angles for press releases about new offerings or renovations, and consider complimentary stays in exchange for authentic content creation and mentions. Local influencers, in particular, can brilliantly highlight your hotel’s connection to the destination.
3. Local SEO & Community Engagement
Become an integral part of your local community. Optimise and focus on local SEO for your hotel and maintain your Google Business Profile with fresh content and up-to-date information.
Partner with local attractions, restaurants, and event organisers for cross-promotions, ensuring your hotel is mentioned on their platforms. Sponsoring local events or charities can also generate valuable mentions in local news and community spaces.
4. Exceptional & Shareable Guest Experiences
Every interaction with your hotel should be designed to be remarkable and “mention-worthy.” From personalised service to unique amenities or unexpected surprises, create moments that guests feel compelled to share online. Distinctive food and beverage offerings, bespoke spa treatments, or engaging on-site activities can all spark conversation and drive organic mentions.
5. Proactive Digital PR & Outreach
Don’t wait to be discovered. Actively seek opportunities for your hotel to be featured in online publications, forums, and blogs through strategic PR. Monitor industry news for discussions where your hotel could be cited as an expert or example. Offer your general manager or department heads for interviews on industry trends, or submit your hotel for relevant awards and “best of” lists in reputable travel publications.
6. Create Link-Worthy & Shareable Content (with brand mentions)
Produce high-quality, valuable content that others will naturally want to reference. Think comprehensive local guides, unique itineraries, or “hidden gem” lists that organically mention your hotel as a recommended base. Original research about hospitality trends or sustainable travel, and visually stunning video tours, are also highly shareable and can attract mentions.
7. Monitor & Engage in Social Listening
Stay attuned to the online conversation surrounding your brand. Utilise social listening tools to track mentions of your hotel name, key staff, and hashtags across all digital channels. Actively engage with positive mentions by thanking users and sharing their content. Address any negative feedback promptly and professionally to manage your online reputation effectively.
8. Run Targeted Digital Campaigns with Brand Focus
Beyond direct bookings, leverage paid digital channels to boost overall brand awareness and search volume. Implement brand awareness campaigns on social media (Facebook, Instagram, TikTok) and display networks, ensuring your brand visuals are strong and memorable. Investing in branded search terms on Google Ads can also help you dominate relevant search results and drive more organic attention.
9. Build a Strong, Recognisable Brand Identity
A clear, consistent, and compelling brand identity makes your hotel inherently more “mentionable.” Define your unique selling propositions (USPs) and communicate them consistently across all touchpoints. Develop a narrative that resonates with your target audience, and maintain consistent visual branding – from your logo to your imagery – across every online platform.
10. Host Unique Events & Experiences
Generate buzz by organising events or offering exclusive experiences that capture attention and naturally lead to mentions. Consider themed dinners, workshops, live music nights, art exhibitions, or collaborations with local artists or chefs. These events create news, encourage social media content from attendees, and provide excellent opportunities for local press coverage.
By embracing these strategies, hotels can move beyond simply driving bookings and instead cultivate a vibrant online presence where their brand is naturally discussed, referenced, and celebrated.
In the age of AI, being part of the wider conversation is no longer just good PR – it’s fundamental to digital visibility.