Hotel websites see rising AI-driven traffic as search clicks decline
🏨 Jan 6, 2026: AI assistants are transforming hotel discovery as travelers shift from traditional SEO to AI-driven searches. Since late 2024, hotel websites see month-over-month rises in AI-driven visits, while organic search clicks decline due to zero-click behaviors. Generative Engine Optimization (GEO) emerges to ensure hotels appear in AI-generated responses, expanding discoverability beyond owned channels. Reputation management now influences AI visibility, emphasizing the need for a holistic strategy beyond traditional SEO.
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