The hospitality search experience has quietly transformed. Previously, travelers used Google to find vacation options, but now many rely on AI assistants like ChatGPT, Microsoft Copilot, and other “agentic” tools to dream up, plan, and book trips. Tools such as Google’s Search Generative Experience (SGE) provide users with detailed answers, trip summaries, and personalized insights through conversational prompts. For hotel owners and operators, this shift demands reevaluating how and where they engage guests online. **What Is Agentic Search?** Agentic search refers to AI-powered tools that do more than list links—they act on the user’s behalf. Instead of just presenting search results, these systems synthesize information and perform tasks like booking rooms, creating itineraries, or comparing hotels in real time. Examples include: - A traveler asking ChatGPT, “What is the best dog-friendly boutique hotel in Bend, Oregon under $250 a night?” and receiving a curated response without visiting hotel websites. - Microsoft Copilot generating personalized property lists based on user preferences and booking history. - Expedia’s ChatGPT integration offering travel suggestions and direct booking links. Search engines incorporating generative AI no longer return simple link lists. For instance, a query like “Plan a 3-day trip to Santa Fe with boutique hotel options and outdoor activities” might generate a full itinerary including hotel recommendations, hikes, and local restaurants, dynamically. **Why This Matters for Hotels** These AI tools are rapidly altering the guest journey and how hotels market digitally. Travelers, especially Gen Z and Millennials, increasingly rely on conversational AI for planning, bypassing traditional search engines and OTAs. This shift presents pros and cons in terms of generative search and direct bookings. Hotel marketers face key challenges: - Without AI-optimized content, a hotel risks invisibility. - A complicated booking process drives potential guests to competitors with smoother experiences. - Lack of chatbots means missed opportunities in lead capture and guest service. **How Hotels Can Adapt to the AI Shift** 1. **Optimize for AI-Driven Search** Ensure listings on platforms like Google, Bing, Yelp, and Tripadvisor are accurate and well-reviewed. Use structured data (schema markup) on your website and create content addressing common guest questions (pet policies, nearby attractions, amenities). 2.

**Deploy AI-Powered Chatbots** Modern chatbots do more than answer FAQs; they qualify leads, guide bookings, and handle real-time requests (room upgrades, late checkouts). Integration with PMS or CRM systems allows personalized guest interactions. 3. **Create “AI-Friendly” Content** AI favors clear, conversational, and factual content. Highlight local expertise, helpful recommendations, and unique features (eco-certifications, artistic focus, community partnerships) to tell your hotel’s story for AI to share. 4. **Enable Seamless Booking Paths** Since AI tools prioritize fast, actionable responses, a clunky booking engine or poor mobile experience can cost conversions. Regularly audit and test your booking funnel on various devices. **Bonus: Use AI on the Backend** Leverage AI beyond guest-facing tools by training systems to identify guest trends, automate segmented email campaigns, and improve forecasting. AI can analyze customer data to gauge preferences and assess business initiatives’ performance, driving revenue and operational improvements. **Conclusion** AI chatbots and agentic search are reshaping how guests discover and interact with hotels. Hotels that embrace these technologies early can meet guests where they are, enhance conversion rates, and build stronger relationships well before check-in.