From generative search to the operators

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Search is dead. Long live search!

We are in a phase of major transformation. Traditional search engines are gradually giving way to generative artificial intelligence models driven by players like ChatGPT, Perplexity and others. These new technologies produce conversational responses, thus revolutionising the way we access information and the way we interact.

The economic stakes are colossal: this market, today largely dominated by Google, could experience a massive redistribution, representing several hundred billion dollars.

What is AEO (Answer Engine Optimisation)?  

AEO (Answer Engine Optimisation) is a strategy for optimising web pages to enable them to provide direct answers in search engines based on generative AI or voice assistants.

Generative search relies on artificial intelligence models to provide contextualised answers, as well as personalised, answers. Users interact in a conversational format, either written or verbal, refining their questions and queries as they continue to engage.

This evolution is also redefining expectations in industries like hospitality, where better-informed travellers make their decisions faster and easier, thanks to AI-generated responses.

So, when faced with a query such as “I’m looking for a 4-star hotel in Shoreditch, London, with a lively bar”, the perplexity of the question will generate a response with a few suitable choices of establishments. The user can then refine their search by requesting other more specific options or by broadening their criteria, making the exploration more detailed and efficient.

From SEO to AEO

Traditional search engine optimisation (SEO) must inevitably now evolve towards an approach which is better adapted to artificial intelligence systems: AEO (Answer Engine Optimisation). This transition is based on several fundamental principles:

– A. Authority, reputation and ranking, in this regard very few changes compare to classic SEO. 

– B. Legibility, clarity, precision and reliability of the content for the AI – this includes the following :

  • Use of structured formats: Integrating FAQs (Q-SEO), to highlight key answers.  
  • Short, clear paragraphs
  • Bullet points or lists
  • Quick and direct answers to specific questions
  • Highlighting unique value propositions: Presenting the specificities of the establishment in a conversational format which could not possibly be copied by another hotel.
  • Proactively managing customer reviews: Positive feedback strongly influences visibility in responses generated by AI.

Less and less traffic

More and more searches result in answers displayed directly on the interface, without requiring a click to the hotel website (Zero-Click). This development represents a major challenge for the establishments themselves, which are therefore losing the opportunity to interact directly with their potential customers.

The Zero-Click phenomenon is not new: it already exists through enriched results (snippets, zero position). Thanks to Q-SEO, by Quicktext, which automatically generates FAQs on hotel websites (by language and by period), all of the relevant content is already showing up in the generative AI results, without the need for the click.

A must read: Q-SEO: SEO for hotels – How to improve your Google ranking using AI (Quicktext article from January 2023, which is still very relevant today).

A growing dependence on generative platforms

For the hotel industry, this development facilitates traveller decisions by providing them with instant responses. However, it also reinforces the dependence of establishments on generative artificial intelligence platforms. Faced with the decline in direct visits to their websites, hotels must adapt their strategies to remain visible and competitive in this new digital environment. This specific point will be the subject of a future article.

Building a Digital Infrastructure for AI

To remain competitive in the face of these AI systems, hotels need to transform by:

  • Implementing data distribution solutions: ensuring a smooth and harmonised dissemination of information across different platforms, such as Q-Channel.
  • Using open standards, such as the Model Context Protocol (MCP): this protocol facilitates the interconnection of databases like Q-Data with AI models, particularly personal assistants. Through this integration, these assistants directly access relevant information, providing smart, context-adapted answers and optimising their efficiency.

Fewer searches and more agents

But all this is ultimately just a step. AI-powered search engines are evolving into autonomous agents capable of executing complex tasks, leveraging real-time data, and adapting to individual user preferences. These agents offer a seamless and highly personalized travel experience.
Operator, developed by OpenAI, marks a radical shift in the way we interact. It’s no longer just an information tool, but an autonomous agent capable of acting on behalf of the user.

Faced with the question : do you want to book a trip to New York? The operator analyses the accommodation options, compares reviews, finalises the reservation and makes the payment. It eliminates friction, simplifies decision-making, and delivers results that are perfectly tailored to the requirements and preferences of the user. 

One of its major advantages is that it does not require API integration. Unlike traditional systems, it autonomously navigates the web, extracts data and interacts with sites just like a human, making hotel platforms directly accessible without a technical intermediary. 

A threat or an opportunity for hoteliers?

  • The danger: Platforms like Booking.com, TripAdvisor and other major players in online booking have already integrated the Operator ecosystem. This reinforces their domination which results in reducing the direct visibility of hotels. 
  • The opportunity: AI makes it possible to automate certain tasks such as reservation management, thus improving the efficiency of hotels. However, to take full advantage of this transformation, establishments must ensure that their data is reliable, up-to-date and well-structured, in order to avoid any errors or misunderstanding with customers.

Conclusion

The huge rise of search driven by artificial intelligence requires rapid adaptation. By modernising systems and producing AI-optimised content, hotels can not only keep up with market developments, they can also take advantage of them and thrive in this new ecosystem. Properties which embrace these changes now, will gain a considerable strategic advantage in this era of AI-driven travel.

A redistribution of power rather than a victory for the hotel industry

However, it is essential not to be misunderstood: AEO (Answer Engine Optimisation) is only a transitional step towards the advent of autonomous agents, like Operator. What we are seeing today is not a victory for the hotel industry, but rather a shift of power to a small number of already dominant platforms.

The importance of structured and certified data

In this environment where AI’s navigate and interact directly with hotel websites, the clarity and structure of data becomes crucial. Establishments must provide information which is :  

  • Structured: easily understandable by AI  
  • In-depth: including all the necessary details  
  • Updated regularly: to avoid any misinformation  
  • Relevant and certified: guaranteeing the reliability of the information provided

A must read: [Velma, Sammy and the KIDS: How personal assistants will surely change the hotel industry] (December 2024).  

The unique value proposition

As Simone Puorto rightly says: The challenge for a hotel is no longer simply to be found, but to be chosen*. To achieve this, hotels must adapt now by structuring their data and optimising their presence for generative engines and intelligent agents. The future of the hotel industry no longer depends solely on visibility, but on the ability to offer a truly personalised and unique experience.

* https://www.linkedin.com/pulse/openai-operator-il-concierge-digitale-che-ridefinisce-simone-puorto-sojpf/

© Image: Shutterstock 

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