The future of hotel marketing is already here and it is being shaped by artificial intelligence
If you have searched Google recently and seen a smart summary answer appear at the top of the page before any links, you have encountered the Search Generative Experience. This is Google’s new AI powered search system that is starting to change how people find and book accommodation online.
SGE is more than just another algorithm tweak. It represents a fundamental shift in how Google interprets search intent and delivers information. For accommodation providers, this means it is no longer just about ranking in the ten blue links. If your content does not answer the query clearly, concisely, and with the right signals, you might not appear at all.
What is Google SGE and why does it matter for your property
SGE uses generative AI to create detailed search summaries based on what the user is asking. Instead of just showing links, it delivers a written response pulled from top ranking sources. In many cases, this AI generated result answers the user’s question, meaning they never even scroll to your website.
For example, if someone searches “best family friendly resorts in Burleigh Heads,” SGE might return an instant summary with property names, locations, and reviews, generated from existing online content. If your property is not included, you lose the booking opportunity before the search even begins.
This changes the game for hotels, resorts, and serviced apartments who rely on Google visibility for direct bookings. To stay in front of travellers, your content needs to be discoverable, reliable, and AI friendly.
How accommodation providers can optimise for AI powered search
The good news is you do not need to guess what to do. Our development team at eTourism has already started rolling out LLM optimised content structures for every new website and rebuild, including the new Swell Resort website currently underway.
Here is a summary of what we are doing to help our clients get ahead of the curve:
✅ Entity focused page structures
We are optimising page elements so Google clearly understands who you are, where you are, and what you offer. This includes structured data markup, internal linking, and content clustering.
✅ Answer focused content
SGE rewards content that directly answers common guest questions. We include specific FAQ blocks, concise paragraphs, and plain language that reflects how people search, especially in voice or AI.
✅ Authoritativeness and trust signals
Google and AI models favour trustworthy sources. We optimise for E E A T (Experience, Expertise, Authoritativeness, Trust) by adding clear about pages, ownership information, testimonials, and consistent branding.
✅ Fast, responsive, technically sound websites
AI can only summarise content that is indexed and easily understood. Our sites are built for performance, speed, and crawlability with clean code, mobile responsive design, and clear structure.
Why we are rebuilding Swell Resort’s site now even with strong SEO results
You might be wondering, “Why rebuild if rankings are already strong” That is a fair question and one we get often.
In reality, staying on top in search requires staying ahead of change. While Swell Resort is already ranking in the top three for several competitive keywords like “Burleigh Heads resort,” the current website is two years old which, in the digital world, is already outdated.
Rebuilding now allows us to:
- Update the site with LLM optimised architecture
- Improve user experience for mobile and tablet users
- Refresh visual branding and booking flow
- Prepare for future AI integrations
- Ensure we maintain and improve performance as Google’s systems evolve
Based on previous rebuilds for other Boost Direct clients, we typically see a 15 to 35 percent jump in organic traffic within three months of relaunch even when rankings are already strong. That is because Google responds well to fresh, structured, and technically superior websites.
Need help getting your site ready for AI search
If you have not updated your website in over three years or if you are not showing up in search at all now is the time to act. SGE is rolling out and you do not want to be invisible in the next era of travel discovery.
We have created a detailed guide on how to optimise your accommodation website for AI driven search:
👉 How to Optimise Your Hotel or Resort Website for AI Tools Like ChatGPT and Google SGE
Helpful links for your next move
- Website Design for Hotels and Accommodation Providers
- Search Engine Optimisation Strategy
- Performance Based Marketing with Boost Direct
- Email Marketing for Hotels
- Digital Marketing Strategy Services
Final word
The way people search is changing and your digital marketing needs to change with it.
We are helping accommodation providers across Australia get ahead of the AI curve with structured websites, better content, and smart SEO. If you want to stay visible in a search landscape shaped by ChatGPT, Bard, and Google SGE, the time to act is now.
👉 Book a Strategy Session and let us show you how to take control of your marketing in the AI era.