Hotel SEO in 2026: How AI Search and Traveller Behaviour Are Changing the Game


The world of hotel SEO has changed more in the past two years than in the previous ten. With Google leaning heavily into AI-generated answers, shifting ranking factors and a new generation of travellers searching in completely different ways, luxury hotels can’t rely on the SEO playbooks of old.

But it’s not all bad news: it’s a massive opportunity. Hotels which adapt early to the new search landscape in 2026 will dominate visibility, build stronger direct-booking funnels and stand out in a market that’s busier (and more competitive) than ever.

At Aro Digital Strategy, we keep hotels ahead of the curve. Here’s an overview of. what’s changing and our strategies to future-proof your SEO strategy this coming year.

1. AI Overviews Are Reshaping the Search Results Page

Google’s AI Overviews now pull summaries directly into the results page, often reducing clicks to traditional organic listings. For hotels, this means:

  • you must appear in AI-generated answers
  • structured data is more important than ever
  • brand visibility and trust signals matter as much as rankings
  • Hotels with strong review profiles, consistent information, and well-structured website content are the ones being showcased.

Action: Use schema markup (Hotel, FAQ, LocalBusiness, Reviews) to increase your likelihood of being included in AI summaries.

2. Entity-Based SEO Is Replacing Keyword Stuffing

Google increasingly understands entities e.g. people, places, concepts, and brands, rather than simple strings of text. So instead of simply targeting “hotel in Kerry,” think broader:

  • your proximity to landmarks
  • your connection to experiences (hiking, food, wellness)
  • your association with local events
  • your unique attributes (pet-friendly, eco-hotel, boutique)

Strong entity signals tell Google exactly who you are and who you’re relevant for.

Action: Create content that links your hotel to local attractions, experiences and neighbourhoods.

3. Local SEO and Maps Are More Influential Than Ever

In 2025, luxury travellers increasingly relied on Google Maps to choose hotels, especially those deciding last-minute or travelling domestically. Ranking well in Maps means:

  • maintaining an updated Google Business Profile
  • gaining consistent customer reviews
  • posting regularly (Google Posts do matter!)
  • adding high-quality imagery
  • ensuring category accuracy

Maps results convert exceptionally well — especially for searches like “spa hotel near me” or “best family hotel in Galway.”

Action: Optimise your Google Business Profile monthly, not yearly.

4. Traveller Behaviour Is More Micro-Intent Driven

People no longer search for “nice hotels in Ireland.” They search for:

  • “quiet couples retreat with sea views”
  • “dog-friendly hotel near a beach walk”
  • “midweek spa break with dinner included”

By aligning content with specific micro-intents, you capture higher-quality traffic with stronger conversion potential.

Action: Create landing pages around themes: wellness stays, foodie weekends, family getaways, romantic breaks, etc.

5. Fast, Accessible, Mobile-First Sites Win

A gorgeous website is useless if it’s slow, confusing, or inaccessible. With 70%+ of hotel browsing happening on mobile, performance matters more than visuals.

Google rewards:

  • fast page loads
  • clear booking pathways
  • minimal popups
  • accessible design
  • stable layouts (no shifting content)

These aren’t just SEO issues — they are conversion issues.

Action: Audit and update your mobile site experience quarterly.

Hotel SEO in 2026 won’t be about chasing keywords; it will reward clarity, structure, trust and relevance. AI, Maps and evolving traveller behaviour have reshaped the digital landscape, but the hotels that embrace these changes early stand to gain the most.

If you want to position your hotel at the top of search visibility — and the top of travellers’ minds — contact the team at Aro Digital Strategy can help you build a future-proof SEO strategy for 2026 and beyond. 
 Author: Richard Blowes