Artificial Intelligence is consolidating itself as a fundamental tool in travel planning for Italians. According to data from the Politecnico di Milano (Travel Innovation Observatory), one in three travellers has already used AI tools to search for information, build itineraries or choose activities during their stay, with an approval rate of 85%. The portal Alberghi.it highlights how this circumstance is transforming the search phase of a sequence of keywords into complex conversational searches, requiring hotels to adopt Generative Engine Optimization (GEO) strategies in order to be found by generative engines.
The strategies and recommendations of Alberghi.it for accommodation establishments:
Despite the rise of AI, traditional search engines (61%) and OTAs maintain a central position in the booking phase. To capture new search habits without losing direct contact with the customer, Alberghi.it identifies four operational
pillars:Detailed and contextualized responses: overcoming generic definitions (such as "family hotel" or "pet friendly"), specifying precisely services, distances and conditions to respond to complex user commands.
Data coherence and reliability: keep information up-to-date and aligned on the official website, portals and partner channels to feed AI systems correctly.
Identity enhancement: highlight the unique strengths of the establishment (management, connection with the territory, specific services) to differentiate itself in automated comparisons.
Incentive to direct contact: ensure easy access to channels such as telephone, email and direct quote forms to convert the interest generated by AI into a personalized relationship of trust.
