Guide
How Guests Will Search for Hotels in 2026
Executive Summary
Search is shifting from “10 blue links” to answer engines (Google AI Overviews) and conversational planners (ChatGPT/Gemini). Visibility now means being the cited answer - with fresh reviews, structured info, and clear value. Google’s AI Overviews rolled out broadly and continue to expand; hundreds of millions already see AI summaries atop results.(link)
What Changed
AI Overviews now appear widely in Google results and summarize multiple sources. Being referenced matters as much as rank.
AI trip planning is mainstreaming (multiple surveys show rapid adoption).(link)
What This Means for Small Hotels
Your own site + Google Business Profile + review sites must be consistent and machine-parsable (clear descriptions, amenities, location, prices, policies).
Review recency and relevance are critical-AI often surfaces recent mentions to justify answers.
Action Plan (Do This in a Week)
Fix GBP Fundamentals
Fix categories, hours, description, amenities, photos; post weekly updates.
Add/Verify Schema
Add Hotel schema on your site (name, address, geo, amenities, pricing notes).
Boost Review Freshness
Aim for weekly new public reviews in season.
Create 'Answer Engine' Copy
Make a “Why stay here?” page with concise answers to common intents (quiet rooms, parking, breakfast hours, proximity).
Content for AI Prompts
One page each: Best breakfast nearby, Late check-in/how quiet we are, Family amenities. (AI Overviews love specific, helpful content.)
KPIs to Track
- Impressions/visits from Google Business Profile
- % of reviews <90 days old
- Share of branded vs generic queries (Search Console)
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