For years, digital visibility was all about appearing on the first page of Google. Today, Google’s first page is no longer the default starting point.
More and more consumers are asking ChatGPT, Claude, Gemini, Perplexity and other AI assistants directly where they should stay, dine or go on holiday. Instead of searching for various keywords and comparing dozens of web pages, they ask a complete question and wait for a ready-made answer: “What’s the best boutique hotel in Lisbon for a family weekend?”, “Which restaurant in the Alentejo has a good wine list?”.
Results no longer appear simply as a list of links, but as a context-based selection of recommendations. Discovery is no longer just a search, it has become a conversation.
Artificial intelligence is changing travel search
The integration of artificial intelligence into search engines is changing the consumer journey. Planning a trip, comparing hotels or choosing a restaurant now takes fewer clicks and less time.
The data confirms this shift. According to Booking.com’s Global AI Sentiment Report, 89% of consumers want to use artificial intelligence when planning future trips. In the United States, Deloitte has identified a rise in the use of generative AI in this process, from 8% in 2023 to 24% in 2025, according to the Holiday Travel Survey.
For hotels and restaurants, simply appearing on Google isn’t enough anymore. Artificial intelligence needs to understand and recommend the brand, based on consistent, credible and up-to-date information.
Reputation goes beyond star ratings
Artificial intelligence systems do not simply analyse the average rating of a hotel or restaurant. They interpret reviews, photographs, news articles, official websites and other sources available online.
A review that mentions “attentive service for families”, “breakfast featuring local produce” or “a terrace overlooking the river” provides more information than a simple “very good”. These details help the systems to match an establishment to specific needs.
Booking.com already uses artificial intelligence to answer questions about accommodation based on descriptions, photographs and reviews, and is also trialling automatic summaries of comments regarding accessibility, parking or pet policies.
Online reputation is thus becoming more qualitative. Context is now just as important as the score given by consumers.
Public relations and digital authority influence discovery
AI assistants draw on official websites, review platforms, the media, travel guides and editorial content to construct their responses.
As such, articles in credible media outlets, interviews and restaurant reviews help to reinforce digital authority.
Press relations are taking on a new dimension. As well as generating visibility and building reputation, they increase both the quantity and quality of information available about the brand, making the work of artificial intelligence systems easier.
The website must be clear for both people and machines
The website remains central and should clearly explain where the establishment is located, what it offers, who its target audience is and what sets it apart, providing clear and up-to-date information on location, services, opening hours, contact details and booking methods to make it easier for search engines and artificial intelligence systems to interpret.
A restaurant should clearly display its menu, the type of cuisine it serves, opening hours and dining options. A hotel should provide objective information about rooms, services, location, accessibility and experiences.
The more specific the information, the more likely the brand is to be associated with relevant searches.
SEO has evolved and become more integrated
Artificial intelligence does not spell the end of SEO, but rather its evolution. As well as ensuring that a website can be found, it is necessary to organise information clearly and reduce ambiguities.
Structured data helps search engines and other automated systems to understand who the brand is, where it is located and what it offers.
At the same time, concepts such as Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) reflect a new approach to digital visibility. The aim is to create content that answers real questions, presents clear information and secures mentions in credible external sources.
SEO, structured data, public relations, reputation management and content production are no longer treated as separate areas, but are now integrated into a single strategy, focused not only on search but also on discovery and recommendations powered by artificial intelligence.
It takes more than simply being found
Consumers are already using artificial intelligence to plan trips, compare experiences and decide where to stay or dine.
The question is no longer whether a hotel or restaurant appears on Google’s first page. The real question is whether the brand becomes part of the answer when a customer asks artificial intelligence where they should stay or dine.
At Message in a Bottle, we believe this is the real challenge for communication in the age of artificial intelligence: transforming digital presence into authority, and authority into choice.
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A Message in a Bottle is a communications and public relations agency based in Lisbon, specialising in tourism, hospitality and lifestyle. We work with boutique hotels, rural tourism and hospitality brands in Portugal and through an international network of independent agencies. If you’re considering your hotel’s communications strategy and would like a no-obligation chat, please get in touch.
