SEO Is No Longer Enough: Why Hotels Need to Embrace AEO (Answer Engine Optimization)
If you run a hotel, boutique stay, or vacation rental, it’s time to rethink how guests find you online. Search engine optimization (SEO) has long been the gold standard for digital visibility. But the game is changing.
Welcome to the era of Answer Engine Optimization (AEO)—a new approach focused on how your property shows up in AI-powered responses, not just search results.
What Is AEO?
AEO is about optimizing your content to be the answer provided by search assistants, voice queries, and AI engines like Google’s SGE, Meta AI, or TripAdvisor’s conversational tools. As users shift from typing keywords to asking full questions, your hotel must be ready to respond—instantly and clearly.
4 AEO Strategies Hotels Should Be Using
1. Answer Real Traveler Questions
Instead of optimizing just for keywords like “spa hotel in Mallorca,” create content that answers real, natural questions like:
"What’s the best beachfront hotel in Mallorca with a spa and parking?"
Write in a tone that matches how people speak to AI assistants. FAQs, blog posts, and landing pages should offer clear, helpful answers.
2. Use Structured Data (Schema.org)
AI tools rely on structured data to understand your offerings.
If you're using Squarespace's eCommerce features to list room types and packages as services, you’re already tapping into the schema.org framework. But simply using it isn’t enough—ensure your listings are detailed, consistent, and up to date to maximize your visibility in AI results.
3. Create Conversational, Informational Content
Promotional text is out. Conversational answers are in.
Your website should include FAQ sections, guides, and articles that use natural language. Think about what your front desk is asked daily—and answer those questions online. The more helpful your content is, the more likely AI will surface it.
4. Understand Where AI Sources Its Answers
Many AI tools, like Meta’s assistant, rely on Google and TripAdvisor to generate their recommendations. This means your listings, reviews, and structured content on those platforms matter more than ever.
Make sure your hotel’s information is optimized across these third-party sources, with strong reviews and accurate details.
Why AEO Matters Now
AEO isn’t a future trend—it’s already happening. Guests are booking based on what AI recommends. If your hotel doesn’t show up as the answer, it may not show up at all.
The good news? Most hotels aren’t ready for this shift yet.
That gives you a competitive edge—if you act now.
Ready to optimize your hotel for the age of answers?
Start by reviewing your content, cleaning up your structured data, and thinking like your next guest.
If you're not the answer, someone else will be.