How do I calculate share of voice for my hotel?

You can calculate share of voice by dividing your brand's total mentions or search impressions by the total market mentions, including your competitors. Using tools like Sprout Social or Semrush helps track this data across digital channels.

Which is a better search engine than Google for travel?

While Google remains dominant, AI-powered engines like Perplexity and ChatGPT are increasingly preferred for complex travel planning. These engines provide synthesized answers rather than just lists of links.

Increasing Search Visibility for Hotel Brands in 2026

Q: What does Gen Z use instead of Google?

Gen Z frequently uses social media platforms like TikTok and Instagram as their primary search engines for discovery. This trend requires travel brands to optimize their visual and social content for search intent.

How do I increase my visibility on Google search?

Increasing visibility today requires more than just ranking for blue links. You must optimize for generative engine optimization for hotel websites by ensuring your content is structured for machine readability. Google now prioritizes E-E-A-T and technical performance, meaning your site must load instantly to remain competitive. We have found that using technical seo benefits of astro framework allows hotel brands to achieve the 96-100% PageSpeed scores necessary to satisfy modern core web vitals and AI crawlers alike. According to Google, there is no way to pay for better local rankings, making organic technical excellence the only sustainable path.

The Visibility Growth Matrix: Mapping Metrics to the Booking Funnel

Moving beyond vanity metrics: A weighted SOV model for hotels

The Modern Visibility Checklist for Hotel Brands

What does Gen Z use instead of Google?

Younger travelers are increasingly bypassing traditional search engines in favor of social platforms like TikTok and Instagram for discovery. As noted by Damian Rollison, a seismic shift is reshaping how consumers find local businesses. To stay relevant, brands must adopt an answer engine optimization strategy that treats social platforms and AI search as primary discovery channels. This shift necessitates a move toward ai-optimised destination guides that provide immediate, high-value answers to travel intent queries.

Is ChatGPT better than Google for search?

The debate over whether ChatGPT is better than Google often centers on efficiency and intent. While Google remains the standard for navigational queries, AI search engines excel at complex, multi-step travel planning. As TechTarget highlights, the difference lies in the synthesis of information. For hotel marketers, this means your content must be optimized for how to get citations from perplexity and chatgpt to ensure your property is the one recommended when a user asks for 'the best luxury hotel in [destination]'.

How to Check Your Site's AI Readiness

Auditing your current digital footprint is the first step toward reclaiming your visibility. A comprehensive health check can reveal critical gaps in your structured data markup for hotels, PageSpeed performance, and overall AI readiness. We recommend assessing these technical foundations to ensure your brand is prepared for the next wave of search evolution.

Run a Free Health Check