Conversational Travel Planning with Follow-Up Questions
Google’s search algorithm has made strides toward personalization, but it’s still limited in adapting to a user’s evolving context and preferences. ChatGPT, on the other hand, allows users to have follow-up questions in the same thread, adapting its responses based on the flow of conversation. This ability to engage in a multi-layered dialogue makes ChatGPT particularly useful for travel planning, where users often start with broad questions and refine their needs as they go along.
Consider a traveler planning a trip to Paris. They might begin by asking, What are the must-see attractions? As their itinerary develops, they could follow up with questions like, What hotels are within walking distance of these attractions? or Are there any evening activities nearby? ChatGPT can seamlessly adapt to these follow-ups, creating a rich, conversational planning experience that traditional search engines can’t replicate. This conversational capability enhances planning efficiency and gives travelers the in-depth, specific insights they need in real time.
Reducing Information Overload in Travel Searches
Google provides millions of search results for nearly any query, which can be overwhelming, particularly in the travel sector. Travelers must often sift through multiple sources to verify hotel details, reviews, and travel restrictions. ChatGPT, however, narrows down relevant sources and presents the information in a single, well-organized response, eliminating the overload while delivering what the user needs.
For hotel marketers, this streamlined process provides a unique advantage. Instead of competing for attention on a crowded Google results page, hotel brands can focus on producing high-quality, relevant content that directly addresses user needs. ChatGPT’s contextual response style means that hotels with the most informative, specific content are more likely to be showcased in responses—making it easier for users to find valuable insights about a property or promotion quickly.
Enhanced Hotel Marketing Potential and Real-Time Visibility
Traditionally, hotel marketers have relied on SEO to reach potential guests on Google. With ChatGPT, however, marketing content has the opportunity to be integrated directly into the user’s search experience. ChatGPT can pull in real-time information on hotel amenities, promotions, and nearby attractions from trustworthy sources, allowing hotels to connect with travelers exactly when they’re planning a trip.
For example, a traveler researching hotels with “green” initiatives could trigger ChatGPT to provide details on properties with sustainability certifications or eco-friendly practices. This dynamic approach allows hotels to distinguish themselves based on real-time factors like seasonal amenities or local partnerships. By positioning their content as a direct answer to common traveler questions, hotels can increase engagement, reach, and ultimately, direct bookings.
Timely, Real-Time Information on Travel Trends and Restrictions
Google is highly effective for finding evergreen information, but ChatGPT’s real-time capabilities bring something new to the travel sector: up-to-the-minute insights on travel trends, regulations, and conditions. For example, a traveler planning an international trip can ask ChatGPT for the latest entry requirements, health protocols, or seasonal events, ensuring they receive the most accurate, current information.
For hotel marketing, this capability offers a powerful advantage. Hotels that want to promote seasonal offers, such as holiday packages or event-specific promotions, can reach travelers as soon as these promotions become available. Travelers seeking the latest trends or travel restrictions will have immediate access to accurate information, helping hotels build credibility and drive bookings by showing they’re aligned with travelers’ needs for flexibility and reliability.
What Hotels Should Do
To fully capitalize on AI-powered search engines like ChatGPT, hotels should focus on creating high-quality, dynamic content that addresses travelers’ specific questions and interests. Unlike traditional SEO, which often focuses on broad keywords and keyword phrases, content for AI search engines should be rich, informative, and contextually relevant. Hotels should prioritize answering common questions, such as “best family activities nearby,” “sustainability initiatives,” or “current seasonal offers,” ensuring their content is engaging, helpful, and up-to-date. This shift from generic SEO to valuable, targeted information increases the likelihood that ChatGPT will surface the hotel’s details in response to user queries.
Additionally, hotels should make it a point to refresh content regularly, especially around peak travel seasons or event-specific promotions. AI-powered search engines prioritize the most current insights, so updating information on amenities, events, or exclusive offers will help hotels capture user interest in real-time searches. By investing in creating content that aligns with ChatGPT’s emphasis on context-rich, up-to-date responses, hotels can enhance their visibility, drive higher engagement, and attract more bookings from travelers who value accurate, timely information.
Google Isn’t Dead, It’s Just Lagging Behind When it Comes to AI-Driven Search
While Google remains an essential tool for online search, ChatGPT’s real-time web browsing capabilities introduce a new level of personalization, context, and efficiency that aligns closely with the needs of today’s travelers. For the hospitality industry, this presents an exciting opportunity to engage travelers in a way that’s both meaningful and effective. By embracing AI-driven content strategies, hotels can improve their visibility, differentiate their offerings, and connect with travelers at each stage of their planning journey, setting a new standard for how they reach and engage their audience in the digital age.
By DJ Vallauri
Founder, President & CEO - Lodging Interactive
