From SEO to AIO: How Hospitality Businesses Can Increase Their Chances of Being Suggested by AI
We are moving from Search Engine Optimization (SEO) to what I call AI Optimization (AIO). Algorithms are no longer ranking keywords; they are interpreting emotion, authenticity, and fit.
Last weekend, we planned a short trip to London, just a simple escape from Thursday evening to Sunday afternoon. Instead of spending hours scrolling through Google, I decided to ask ChatGPT to plan the trip for us. Within moments, it created a full itinerary that felt surprisingly personal.
It suggested cafés, restaurants, museums, and neighborhoods that perfectly matched our mood and timing. Each place it chose turned out to be exactly what I would have picked myself. But as we followed the plan, I found myself wondering how the AI decided which businesses to suggest. Why those cafés and not others? What made some restaurants visible to the AI while others were completely invisible?
That thought opened an important question for every hospitality owner and marketer today. We are entering a new era where visibility is no longer about ranking first on Google. It is about being understood, trusted, and suggested by AI models that curate experiences rather than display lists.
From Search Ranking to AI Suggestion
For years, hospitality marketing revolved around traditional search engine optimization. The goal was simple: appear among the top results when someone searched for “best restaurant near me.”
Today, travelers are not searching. They are asking. They say, “Plan a three-day trip to London with local food experiences,” or “Find me an indian dinner near Notting Hill.”
In these moments, AI does not produce a long list of twenty results. It recommends only a few that best match the traveler’s intent, timing, and emotional needs.
As someone who works with marketing and AI research, I have studied how these systems make decisions. Based on my own experience and research, I can suggest several ways hospitality businesses can increase their chances of being visible and recommended by AI.
How to Increase Your Chances of Being Suggested by AI Models
1. Optimize your Google Business Profile completely
Your Google Business Profile remains the foundation of digital visibility. It is the first data source that AI systems scan. Every detail matters: accurate opening hours, menu links, photos, and a clear description that communicates your identity.
When I looked for brunch options in the area, the AI selected a place that immediately stood out. Its online profile was detailed, visual, and emotionally engaging. It clearly communicated what kind of experience guests could expect, from the atmosphere and flavors to the story behind its concept. It was not just another restaurant; it projected a human identity that made it easy for the AI to recognize and recommend.
Identity
This is the first layer AI systems interpret. Who are you as a hospitality business? Are you a community café, a fine dining venue, or a cultural food hub? Your visuals, copy, and tone should answer this. The clearer your identity, the easier it becomes for AI to connect you with the right travelers.
Story
Identity attracts attention, but story builds connection. Share what inspired your concept, what values shape your menu, and what makes your place meaningful in its neighborhood. AI prioritizes authenticity. When your digital presence tells a story, algorithms can match your emotional narrative with guest intent.
2. Encourage guests to write meaningful reviews
Reviews are more critical in the AI era than ever before. AI can read patterns and context across thousands of reviews, detecting how guests describe your place. Encourage natural storytelling in feedback. A simple line like “Loved the shakshuka and calm Marylebone brunch vibe” helps the AI identify your place when someone asks for “a cozy Middle Eastern brunch near Paddington.”
3. Use structured data on your website
Structured data, or schema markup, is the invisible language that helps AI interpret your website accurately. It defines what your content means such as “type: restaurant,” “cuisine: Mediterranean,” or “rating: 4.6.” Without it, your site is just decorative text. With it, AI systems can locate you precisely when a user requests something specific, like “vegan Mediterranean restaurant near Regent’s Park.”
4. Keep your content fresh
AI favors signs of activity. Update menus, event listings, and photos regularly. Seasonal dishes or partnerships with local producers show that your business is alive and evolving. Static pages send the wrong message to algorithms trained to look for dynamic, current data.
5. Build credibility through local mentions
Visibility grows when your business is mentioned by trusted and respected sources. These could include local media, tourism initiatives, or collaborations with neighboring businesses and community organizations. Each reference works like a digital recommendation, increasing your credibility in both human and AI eyes. When other entities write about your place, share your story, or link to your website, it reinforces your reputation as an active and valued part of the local hospitality ecosystem. AI systems recognize these signals of authenticity and reliability, interpreting them as proof that your business is both real and relevant. Building this kind of local trust network takes time, but it creates long-term visibility that no paid promotion can replace.
6. Write in natural and conversational language
AI tools interpret intent through natural phrasing rather than technical or promotional language. When describing your business online, use words that reflect how real people talk and search. For example, a guest is more likely to ask an AI assistant for “a quiet seaside hotel with a local breakfast” than for “a four-star property offering accommodation and dining services.” The first phrase conveys feeling, atmosphere, and context, while the second sounds mechanical. AI models are trained on human speech patterns, so they favor authentic, descriptive wording that mirrors what users say when they express their needs. Writing your online descriptions in a conversational, human way helps the system understand the kind of experience you provide and match it with travelers looking for exactly that.
7. Emphasize the emotional experience
Search engines display lists, but AI curates emotions. Describe what guests feel when they enter your venue, whether it is connection, inspiration, or comfort. Use visuals and descriptions that convey your atmosphere. The stronger your emotional signal, the more confidently AI can recommend you to travelers looking for meaningful experiences.
From Search Engines to AI Models
For hospitality businesses, this transformation is a powerful opportunity. You no longer need to rely solely on advertising budgets or keyword strategies. What matters now is how clearly your business expresses its human identity through structured and emotional data that AI can understand and recommend with confidence.
Final Reflection
When I walked into Mercato Mayfair, surrounded by street food stalls glowing beneath stained glass windows, I realized that AI had not just found a restaurant for me, it had found an experience that matched who I am and how I wanted to feel that evening.
That is the new goal for every hospitality professional: to make our businesses both understandable to humans and discoverable by machines.
And thank you, London, for once again surprising me with your warmth, your hospitality, and the beautiful way you remind me that even in the age of AI, human connection remains at the heart of every experience.
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