Peak Ace encourages hoteliers to actively engage with the new developments and adjust their marketing strategies accordingly to benefit from the coming changes.
The hotel and tourism experts of the digital marketing agency inform the industry about current developments in the field of search engine optimization (SEO). Google, the world’s dominant search engine giant, has already begun testing sweeping changes in its search in the US – a novelty called “Search Generative Experience” (SGE). This move could have a significant impact on the way guests search and select hotels.
The “Search Generative Experience” aims to revolutionize the search experience of users through the use of artificial intelligence (AI). This innovation allows Google to generate personalized search results and recommendations based on individual preferences and needs.
The “Search Generative Experience” expands the normal Google search with AI (Artificial Intelligence) based answers. The SGE results often completely displace the normal Google search results. In addition, the SBU is much more specific to the user. Thus, Google is taking a big step in the direction of an “answer machine” and away from the classic search engine. The answers are personalized, comprehensive and can be expanded with follow-up questions. A real conversation develops with the SGE. This could lead to the classic hotel search being fundamentally changed.
“The introduction of the ‘Search Generative Experience’ marks a significant milestone in the world of search engines,”
said Thomas Hertkorn of Peak Ace.
“In the future we will no longer really search, but have a conversation with Google, which will then provide us with results tailored to our needs. This means that Google is becoming more and more of a personal assistant or travel consultant, especially in view of the widespread use of Android smartphones. “
However, it is unclear how exactly these changes will be received by users. Nevertheless, Peak Ace AG strongly advises all hoteliers to already deal intensively with the basics of search engine optimization (SEO) and to closely follow the developments in the area of “Search Generative Experience”. It is also advisable to carry out extensive analyzes of the SGE results. With a better understanding of these technologies, hotel operators can ensure that their offers are prominently placed in the personalized recommendations.
Thomas Hertkorn from PEAK ACE adds:
“The sources of the results are currently often very one-sided, and it is not clear why Google sometimes only refers to one source. In addition, results are sometimes played out that are more than questionable. For example, when looking for the best possible rate at a well-known luxury hotel. In addition, a few times when searching for a hotel in our tests, we didn’t even see any paid search ads.”
The explicit cooperation between Google and Priceline, a leading provider of travel and hotel bookings, should be particularly interesting. The close cooperation arouses speculation about a potentially increased presence of Priceline in the search results. This could lead to Priceline’s even greater dominance in the market. But also questions such as where the SGE actually generates the results or what role the cooperation between Booking and Google plays in relation to AI should concern those responsible for marketing in the hotel industry.
Source: Peak Ace AG, Sep 4 , 2023
https://peakace.agency/