Redesigning Hotel Content for Gen AI

Making Booking Engines AI search ready

Introduction

Generative AI ( GenAI ) brings transformative capabilities to the travel industry by enabling hyper-personalization, intuitive search, and real-time support. 

Unlike earlier technologies, GenAI can understand nuanced language, deliver personalized recommendations, and adjust dynamically to evolving preferences. This technology does more than merely retrieve data; it interprets traveler needs, provides conversational search, and generates content in real-time, elevating the booking experience with efficiency and convenience.

Most major booking engines, such as Expedia and Booking.com, are leading in integrating GenAI to enhance their platforms.

GenAI presents many new challenges in hotel booking, requiring these platforms to redesign the hotel descriptions. Booking engines' hotel descriptions should be more compatible with Generative AI (GenAI) platforms. The explanations should be clear, structured, and rich in detail, matching the natural language queries that GenAI-powered search engines handle.

This article discusses these challenges and suggests possible solutions to them.

Redesign Hotel Content

Here’s how booking engines can redesign content to align with GenAI systems' needs, making it easier for AI to retrieve, understand, and present relevant information to travelers.

1.     Use clear, structured language to describe specific features

GenAI often responds to search queries like “hotels with an ocean view and rooftop dining near downtown” or “family-friendly resorts with evening activities and kids’ pools.” Detailed, structured content helps the AI answer these requests accurately.

Solution: Break descriptions into sections like “Room Features,” “Dining Options,” “Nearby Attractions,” and “Family Amenities.”

For example:

o “Rooms offer ocean views, private balconies, and free Wi-Fi.”

o “Dining: Rooftop restaurant with city views; on-site Italian and Japanese cuisine options.”

o “Family-Friendly Amenities: Kids’ pools, game rooms, evening activity sessions.”

2.     Incorporate Long-Tail Keywords and Descriptive Phrasing

GenAI platforms can better interpret nuanced, conversational searches than traditional keywords. Descriptive, long-tail keywords make it easier for AI models to pull your property in search.

Solution: Use phrases like “ideal for business travelers needing a workspace” or “perfect for couples seeking a romantic beachfront escape.” Include long-tail keywords naturally in the text and provide specific examples of what makes the property suited for particular traveler types.

3.     Highlight Unique Selling Points and Experiences

GenAI models are programmed to look for critical differentiators that match users’ unique preferences.

Solution: Highlight any exclusive features that set your property apart. Instead of saying, “We have a pool,” elaborate on its uniqueness: “Our heated, saltwater pool offers underwater music and is open year-round.” Include distinctive amenities, local partnerships, or immersive experiences like virtual room tours or cooking classes with local chefs.

4.     Emphasize Location-Specific Details with Context

Location is often central to GenAI-driven searches. Travelers may look for hotels near specific landmarks, transit hubs, or neighborhoods; descriptions must convey this information.

Solution: Add location-based context such as “a 5-minute walk to Central Park,” “located in the heart of the Financial District,” or “a 10-minute drive from the airport.” Mention nearby attractions, transportation options, and the type of area (e.g., “quiet residential” or “vibrant nightlife hub”) to help AI understand and surface relevant details.

5.     Use Conversational, Natural Language

GenAI is trained in conversational language and responds best to natural, human-like descriptions. Avoid overly formal or technical language, which can be more challenging for GenAI to interpret smoothly.

Solution: Write in an approachable, conversational tone that feels natural. For instance, instead of saying, “Our accommodations provide state-of-the-art facilities,” say, “Enjoy modern amenities like smart TVs and complimentary high-speed Wi-Fi in every room.” Describe each feature as if speaking directly to the guest.

6.     Include FAQs with Detailed Answers

FAQs help GenAI effectively answer common traveler questions, especially those related to specific needs or concerns that users may ask in natural language.

Solution: Add a dedicated FAQ section covering common questions about amenities, accessibility, nearby attractions, and policies.

For example:

o   Q: “Is the pool open year-round?”

o   A: “Yes, our heated rooftop pool is open all year and offers stunning city views.”

7.     Focus on Visual Context and Multi-Modal Content

GenAI increasingly supports multi-modal content, meaning it can interpret text and images. Clear image descriptions can enhance the AI’s ability to understand and share visual elements in search results.

Solution: Ensure all images have detailed alt-text descriptions.

For example, for the image of a hotel room, use “King suite with city skyline views, featuring a private balcony, seating area, and modern decor.”

This helps AI grasp visual details, which can be valuable when travelers look for specific room layouts or aesthetic features.

8.     Regular Updates and Real-Time Information

Need: GenAI platforms prioritize fresh and relevant information, as real-time accuracy is crucial for search results in a fast-changing industry like travel.

Solution: Update descriptions regularly to reflect seasonal changes, special events, or newly added features. Include dynamic elements such as weather-based recommendations (e.g., “Cozy fireplaces are ideal for winter stays”) and seasonal experiences to keep content fresh and responsive to user needs.

9.     Transparency on Policies and Extra Fees

Users often have specific questions about policies like cancellation, check-in times, and additional fees. Precise information on these topics prevents friction in the booking process and builds trust.

Solution: Use clear, direct language to make policy details easy to find. For instance, “Free cancellation is available up to 24 hours before check-in,” or “Resort fee includes access to all on-site pools, fitness center, and Wi-Fi.” This will help travelers feel informed and supported in their decisions.

10.   Focus on Accessibility and Inclusivity Details

Many travelers search for accommodations that cater to specific accessibility needs.

Solution: Provide detailed accessibility information, such as “wheelchair-accessible rooms and bathrooms, elevators to all floors, and service-animal-friendly policies.” Add language options, family-friendly amenities, or additional support services catering to travelers' needs.

Example of a Redesigned Hotel Description

Before:

“Welcome to Downtown Hotel, located in the heart of the city. We offer comfortable rooms, a rooftop pool, and an on-site restaurant.”

After:

“Stay at Downtown Hotel, perfectly located just a 5-minute walk from Central Park and steps away from subway access to all of Manhattan. Choose from spacious rooms, each featuring city views, smart TVs, and high-speed Wi-Fi. Enjoy a year-round rooftop pool with breathtaking skyline views, open daily from 7 AM to 10 PM, and our award-winning Italian restaurant offers room service until midnight. Ideal for families and business travelers alike, Downtown Hotel also provides family suites, in-room workspaces, and a pet-friendly policy. Book with confidence: free cancellation up to 24 hours before check-in!”

Conclusion

By optimizing content for GenAI platforms, booking engines can improve their visibility in GenAI-driven search results. This ensures travelers find detailed, relevant, and enticing information that aligns with their preferences and search habits. This approach enhances the booking experience and builds brand loyalty in an increasingly competitive, AI-powered landscape.

GenAI offers unprecedented convenience, personalization, and real-time support for travelers. For booking platforms, it means adapting to remain competitive and responsive.

While GenAI is transforming travel booking, it also has a few limitations. These include Accuracy and Real-Time Information, Data Privacy and Security, Bias and Limited Diversity, etc.

Travel managers should know these limitations and discuss them with their travel vendors during implementation. They should also stay up-to-date with the solutions the industry offers.

The industry is adopting a hybrid approach, blending GenAI's automation with human oversight to deliver a secure, accurate, and responsive booking experience.

As the industry evolves, those who embrace and integrate GenAI effectively will be best positioned to meet modern travelers' expectations and create a more seamless, enjoyable travel experience.

References:

1.     Mckinsey (2023, September 30). The Promise of Travel in the Age of AI. McKinsey Insights. https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/the-promise-of-travel-in-the-age-of-a

2.     Amadeus (2024, October 15). Navigating the future GAI-How Generative Artificial Intelligence is transforming the travel industry. Amadeus Insights. https://amadeus.com/en/resources/research/generative-ai-travel-industry

3.     Watts, C. (2024, November 5). How AI-powered search might impact travel discovery. PhocusWire. https://www.phocuswire.com/ai-powered-search-discovery-google-chatgpt-search