How AI is transforming SEO: A new era for hospitality brands
The digital marketing world is undergoing a seismic shift, and at the centre of it is artificial intelligence. AI-powered search is reshaping the way people interact with content, and that means businesses – especially those in hospitality – must adapt fast or risk falling behind. The future of SEO is already here, and it's no longer just about keywords and backlinks.
In this blog, we explore how SEO is changing because of AI technology, why traditional tactics are becoming outdated, and what hospitality brands can do to stay ahead. We'll guide you through the major changes and offer a practical framework to help your business thrive in this new AI-driven environment.
The AI search revolution
AI has rapidly moved from novelty to necessity. Search platforms like Google are integrating AI features at lightning speed, fundamentally altering user behaviour and the entire SEO landscape. Here’s how...
1. Search without clicks
One of the most eye-opening statistics from SparkToro in 2025 revealed that 59.7% of all searches in 2024 resulted in zero clicks. This means the majority of users are finding the answers they need directly on the search results page, thanks to AI-generated overviews and summaries.
AI Overviews – which offer concise, AI-generated answers at the top of search results – were triggered in 13.14% of all queries by mid-2025, more than doubling from January (Search Engine Land, 2025). For hospitality brands, this shift has huge implications. Potential guests might find answers about your hotel’s amenities, restaurant hours, or pet policies without ever visiting your website.
2. Behaviour change at scale
This rise in AI-powered search engines has fundamentally changed how people search. They're using more conversational queries, expecting instant, concise responses. For example, rather than typing "best spa hotels in Bath," users might ask, "Which spa hotel in Bath is best for couples and has a late check-out?"
AI is better equipped to handle these complex queries – but only if your content is optimised for it.
3. AI adoption is widespread
It’s not just users who are embracing AI. A massive 86% of enterprise SEOs integrated AI into their strategy by the end of 2023 (seoClarity). Search engines, brands, and agencies are all leaning into AI, and hospitality marketers, pubs, and restaurants must follow suit to remain visible and competitive.
The breakdown of traditional SEO
The rules of SEO are being rewritten. Traditional methods focused on ranking for keywords and securing a spot on the first page of results, but AI search optimisation requires a different approach.
1. The disconnection between AI and “Page One”
Only 4.5% of AI-generated results matched traditional Page 1 URLs (SEO.ai). That means even if your website ranks well in traditional organic results, it may not appear in AI summaries or answers.
Compounding this challenge, organic clicks have dropped from 44.2% to 40.3% year-on-year (Search Engine Land, 2025). Additionally, the first organic result is now pushed down the page due to AI features (SEO.ai).
2. Keywords are no longer enough
Optimising for exact-match search terms is no longer effective. AI understands language in context. It assesses content quality, topical relevance, and how well your page answers a user’s intent.
3. New authority metrics
AI evaluates authority differently. It no longer just looks at backlinks or domain strength, but analyses how well your content performs across platforms, how frequently it is cited or referenced in AI summaries, and the depth of your expertise on a topic. This shift is particularly important for hospitality brands aiming to become trusted local experts.
4. Content format preferences
AI systems prefer structured, clearly presented content. Lists, bullet points, FAQs, and schema markup are all more easily digestible by generative AI SEO systems. Long-winded, fluffy content is likely to be ignored.
A strategic framework for AI-powered search engines
If traditional SEO strategies are crumbling, what replaces them? At Brew, we’ve developed a five-pillar strategic framework specifically for hospitality brands looking to stay ahead in the AI search era:
1. Entity-based optimisation
AI understands content in terms of entities – people, places, events, and concepts. Optimising for entities rather than just keywords means connecting your brand with topics in a meaningful way. For example, ensure your hotel is properly linked with known attractions, local events, and recognised amenities.
2. Content architecture for AI consumption
Your website must be structured to help AI understand it easily. That includes:
- Clear headings
- Concise paragraphs
- Alt text for images
- Comprehensive internal linking
Additionally, implementing schema markup for events, menus, reviews, and FAQs can significantly boost your visibility in AI results.
3. Authority building in the AI era
You must position your brand as a trusted source. That means publishing expert content, collecting genuine reviews, and engaging across platforms. Generative AI SEO values authority built over time and across multiple touchpoints, not just on your site.
4. GEO methods and localised visibility
GEO (Generative Entity Optimisation) techniques helped boost visibility in AI results by 40% (Search Engine Land, 2025). For hospitality brands, this means tying your business identity to local landmarks, regional content, and place-based expertise. Mentioning local attractions, community involvement, and real customer experiences can make all the difference.
5. Integrated AI tools
Companies using AI tools saw a 52% improvement in on-page SEO performance (SeoProfy, 2025). These tools help analyse gaps, predict user intent, and automate meta content – speeding up work while improving output quality.
AI SEO priorities for hospitality brands
Understanding the shift is one thing, but implementing effective AI search optimisation is another. Here’s where to focus first:
1. Solid technical foundations
Before jumping into content, ensure your technical SEO is rock-solid. This includes:
- Fast loading speeds
- Mobile responsiveness
- Secure HTTPS protocols
- A crawlable site structure.
While some technical ranking factors are fading in importance, accessibility and usability are still essential.
2. Optimising for “Featured Snippets”
Featured snippets get 42.9% of clicks, compared to 39.8% for standard organic results (Up And Social, 2025). To win these spots, your content must directly and clearly answer common queries, often in list or paragraph form.
Hospitality brands can leverage this by answering common questions like “What time is check-in?” or “Do you allow pets?”
3. Schema markup is a must
With 75% of searches showing People Also Ask boxes (Briskon, 2025), structured data like schema markup increases your chances of being included. Use schema for FAQs, events, local businesses, and reviews to enhance visibility in both traditional and AI-powered search engines.
4. Efficiency with AI tools
For hospitality marketing teams, AI tools can save up to 50% of analysis time (SeoProfy, 2025), enabling your team to focus more on creative and strategic work. From competitor analysis to content scoring, these tools should become a core part of your SEO stack.
Measuring success in the AI SEO era
As search evolves, so must your KPIs. Old benchmarks like organic click-through rate and Page 1 ranking are giving way to new measures of success.
1. AI-era Key Performance Indicators (KPIs)
Look beyond clicks. Track metrics like brand mentions in AI summaries, featured snippet appearances, and voice search visibility. AI headlines, for instance, increase CTR by 59% (SeoProfy, 2025), so test and iterate on headline formats.
2. Return on investment (ROI) in a zero-click world
Even when users don’t click through, your content can still deliver ROI by enhancing brand visibility, trust, and perceived authority. Think of AI Overviews as digital billboards – high-impact even without interaction.
3. Competitive benchmarking
In a world where YouTube has become the top destination from search (Search Engine Land, 2025), hospitality brands must broaden their benchmarking. That includes tracking video performance, visual search data, and local pack rankings.
4. Long-term strategy alignment
Finally, assess whether your long-term digital strategy aligns with AI search optimisation. Are you investing in content that builds topic authority? Are you optimising for voice and visual search? Are you training your team in AI-driven content creation?
67% of marketers saw improved content quality with AI (SeoProfy, 2025) – a clear sign that embracing the shift isn’t just smart, it’s essential.
Proving our expertise in website SEO
At Brew, we launched a new website for 1,000 Trades, an independent pub in Birmingham known for its community spirit and rotating kitchen takeovers. The site was fast, structured, and designed to surface in search answers and local discovery features.
In its first year, the website attracted over 25,000 visits, achieving an impressive 20% conversion rate. This project highlights how future-focused SEO, combined with strong content architecture and entity-based optimisation, can drive meaningful results for hospitality venues in an AI-powered search environment.
The future of SEO is now
For hospitality brands, the AI search revolution is not a distant concern. It’s today’s reality. From zero-click search behaviours to entity-first optimisation and schema-driven visibility, the way your guests find and interact with your brand online has changed forever.
But that change also brings opportunities. Those who act now – who adapt their SEO for AI, embrace generative AI SEO tools, and rethink their content from the ground up – will be the ones who lead.
At Brew, we’re helping hospitality businesses not just survive the AI shift, but thrive in it. Whether it’s creating AI-ready content, building authority in your niche, or developing bespoke SEO strategies tailored to this new world, we’re here to help you navigate the future of SEO with confidence.
FAQs: AI and the future of SEO for hospitality
AI search optimisation is the process of tailoring your content and website structure to perform well in AI-powered search engines like Google’s Search Generative Experience (SGE). Unlike traditional SEO, which focuses on keywords and backlinks, AI SEO prioritises content quality, context, and structured data. It means writing for both users and algorithms that now understand intent, entities, and semantic relationships.
AI-generated summaries and answers are increasingly appearing directly in search results. In fact, 59.7% of searches in 2024 ended without a user clicking on any link (SparkToro, 2025). This is because users are getting the information they need directly from the results page, making it more important than ever to be featured in these AI-generated overviews.
Keywords still matter, but they are no longer the primary ranking factor. AI search engines look for topic depth, entity relevance, and overall content structure. Hospitality brands must focus on answering user intent clearly and aligning with the broader topics their customers care about, such as amenities, nearby attractions, or unique local experiences.
To appear in AI Overviews or featured snippets, your content should be concise, well-structured, and enriched with schema markup. Using clear headings, bullet points, and direct answers to common questions increases your chances. Connecting your brand with recognised entities and local attractions can also help AI associate your content with relevant topics.
Schema markup is a form of structured data that helps search engines understand your content more clearly. For hospitality businesses, adding schema for things like opening hours, menus, events, FAQs, and reviews can improve your visibility in AI search results and featured snippets.
In the AI era, visibility itself is valuable. Track metrics such as your brand’s inclusion in AI answers, featured snippets, or People Also Ask boxes. Consider new KPIs like engagement with multimedia (e.g., YouTube), content authority, and voice search performance. These are strong indicators of brand relevance and awareness, even without traditional click-throughs.
Yes – most successful SEO strategies now integrate AI tools. They save time, identify content gaps, predict trends, and improve on-page optimisation. In fact, 83% of companies saw improved SEO performance after integrating AI into their strategy (seoClarity, 2023).
Rapidly. AI Overviews doubled in frequency between January and mid-2025 alone (Search Engine Land, 2025). With generative AI evolving quickly, it's crucial for hospitality brands to regularly review their content and technical setup to stay relevant.
Adam Cox
Adam is Brew’s technical director, and he keeps our agency at the forefront of tech in hospitality marketing, from client-pleasing platforms to efficiency-driving automation.
