For the past decade, digital marketing in hospitality revolved around one goal: being found on Google.
SEO was the battleground. Rank higher. Capture clicks. Turn visits into bookings, sign-ups, and voucher sales.
The landscape has shifted. Guests are no longer just searching. They are asking questions:
- “What pubs are open near me?”
- “Which restaurants in Manchester serve Negronis?”
- “Where can I book a dog-friendly pizzeria?”
They often see a single answer. ChatGPT, Google’s AI search, Siri, or Alexa provide it.
Visibility is now zero-sum. Either your venue is chosen as the answer or it is invisible. This is the rise of Answer Engine Optimisation (AEO).
Beyond Discovery: Transactions Inside the Conversation
Discovery and conversion are merging. The journey shortens.
Stripe and OpenAI’s Instant Checkout shows the direction. In one chat a guest could:
- Reserve a table
- Pre-order a set menu or wine pairing
- Purchase a gift voucher
They can do this without visiting your website. The point of conversion moves into conversational ecosystems.
The Expanding Front Door of Hospitality
Hospitality reduces friction whenever it can:
- Phone reservations → online booking widgets
- Walk-in ordering → QR code menus
- Clunky logins → one-tap Wi-Fi and loyalty
Conversational AI is the next front door. Guests expect to discover, decide, and transact in one stream.
Brands that optimise for this shift will win a larger share. Guests will not compare tabs. They will say yes.
What Leaders Need to Do Now
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Data Clarity and Structure
- Make menus, opening times, and locations machine-readable.
- Keep names, addresses, and schemas consistent across the web.
- Use structured data to build trust with AI systems.
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System Interoperability
- Expose booking, loyalty, and POS through open APIs.
- Enable real-time availability, pricing, and voucher redemption.
- Support secure payments within the conversation.
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Brand Authority
- Keep content accurate and consistent across every listing.
- Earn citations and reviews that signal reliability.
- Maintain fast response and clear operations data.
Why It Matters
This shift is already under way. First movers will set expectations. Late adopters will lose visibility and bookings to faster brands.
At Guestwise, we call this meeting the guest at the speed of intent. Do not wait for a website visit. Be discoverable and bookable the instant they ask.
The Big Question
When a guest asks their next question, will your brand be the answer or will someone else?
