Search engines and booking platforms are no longer the only intermediaries between hotels and their customers. Artificial intelligence-based assistants – ChatGPT, Google AI, Gemini, Perplexity and even OTA chatbots – are profoundly transforming the way travellers search for, compare and choose accommodation. In this new ecosystem, being well ranked is no longer enough: you need to be understood by AI. This is precisely the challenge addressed by our new white paper, ‘Become visible to AI – The keys to semantic optimisation and GEO for hotels’, aimed at hoteliers, destinations and tourism stakeholders. From SEO to GEO: why the rules of the game are changing For years, online visibility relied mainly on traditional SEO: keywords, inbound links, positioning in Google results. Today, generative response engines work differently. They no longer list dozens of links, but directly offer a few recommendations – often three to five hotels – in response to a request made in natural language. This change marks the transition from Search Engine Optimisation (SEO) to Generative Engine Optimisation (GEO). To be selected by AI, a hotel must be able to provide clear, structured, consistent and verifiable information from multiple sources (website, OTA, Google Business Profile, SIT, platform, etc.).