SEO vs AEO vs GEO in the Hospitality Industry in Thailand

Marketing your hotel online is no longer just about showing up on Google’s search results. Guests are finding hotels through search engines, voice assistants, AI chatbots, and even generative AI platforms. That means the way your hotel’s information is found, displayed, and booked is evolving… FAST!

Three terms are at the heart of this shift: SEO (Search Engine Optimisation), AEO (Answer Engine Optimisation), and GEO (Generative Engine Optimisation). While they sound technical, understanding them is essential if you want your property to stay visible, competitive, and profitable in 2025 and beyond.

In this guide, we’ll break them down in plain language, show you how they apply to hotels in Thailand, and explain how The Percentage Company can help you optimize all three to increase direct bookings and future-proof your marketing to help future-proof your marketing and increase direct bookings for your hotel. 

1. SEO (Search Engine Optimisation)

 What is it?

The classic approach: Ranking your hotel website on Google and other search engines.

SEO is all about making sure your hotel’s website appears when someone searches for relevant terms on Google (or other search engines). For example:

• “5-star beachfront hotel in Phuket”

• “Best family resorts in Khao Lak”

• “Boutique hotels near Chiang Mai Old Town”

The goal: Drive visitors to your website so they book directly instead of through online travel agents (OTAs) like Booking.com or Agoda.

How It Works

With SEO, we:

1. Identify high-value keywords (the search phrases your ideal guests use).
2. Optimise your website content so Google understands and ranks it.
3. Build credibility by earning links from other trusted websites.
4. Ensure fast loading speeds and a mobile-friendly experience.
5. Refresh content so it stays relevant.

For hotels, SEO might mean:

• Creating pages for each room type, package, or experience.
• Writing blog posts about local attractions (“Top 10 Things to Do in Patong”).
• Adding FAQ sections that answer guest queries.

Pros for Hotels

• Steady, long-term traffic without paying per click.
• Builds brand authority over time.
• Feeds into and supports both AEO and GEO efforts.

Cons for Hotels

• It takes time to see results (months, not days).
• Requires ongoing effort to maintain rankings.
• Google’s algorithm changes can affect your position.

Hospitality Use Case

A beachfront hotel in Krabi could rank for:

• “Krabi beachfront honeymoon packages”

• “Romantic sunset cruises in Krabi”

When a potential guest clicks your site, they can book directly, saving you OTA commission fees.

2. AEO – Answer Engine Optimisation

What It Is

Winning in the world of instant, no-click answers.

AEO is about appearing in Google’s featured answers, voice search results, and “People Also Ask” sections. Instead of just showing a link, Google directly answers the question, and you want your hotel’s answer to be the one they show.

Example:

• A traveller asks Google, “What’s the best time to visit Koh Samui?”
• Google shows a short, clear answer from your hotel’s website.
• This builds trust and awareness, even before the guest clicks.

How It Works

For hotels, we:

1. Provide clear, concise answers to common travel questions.
2. Use structured data (special code that helps Google understand your content).
3. Format content with lists, bullets, and clear headings.

Example FAQ page for a Phuket resort:

• “How far is your hotel from Phuket International Airport?”
• “Do you offer free shuttle services to Patong Beach?”
• “What activities are available for children?”

These answers can show up directly in search results or even be spoken by voice assistants like Siri or Alexa.

Pros for Hotels

• Instant visibility for your brand.
• Great for mobile and voice searches.
• Builds authority in your niche.

Cons for Hotels

• Some guests may get the answer without visiting your website.
• Featured answers can change often, constant monitoring needed.

Hospitality Use Case

A Phuket resort answers “How to get from Phuket Airport to Patong Beach” with a short, 40-word answer. That answer appears in Google’s voice search result, putting your brand in front of a high-intent traveller.

3. GEO – Generative Engine Optimisation

What It Is

Positioning your hotel in the AI-driven search era.

Generative Engine Optimisation is the newest player, it’s about getting your hotel recommended by AI tools like ChatGPT, Google Gemini, or Perplexity AI. When a traveller asks:

• “What are the best luxury hotels in Bangkok?”

• “Where should I stay for a family holiday in Hua Hin?”

The AI scans the web, pulls trusted sources, and generates a personalized recommendation. If your hotel is missing from that “AI memory”, you’re invisible.

How It Works

For hotels, we:

1. Publish clear, factual, well-structured content.
2. Get featured on credible sources AI often references (travel blogs, forums, news sites).
3. Use schema and formatting that AI can easily understand.

Example: A boutique hotel in Chiang Mai publishes an in-depth guide to “Exploring Chiang Mai Old Town in 3 Days” and gets featured in Lonely Planet, TripAdvisor forums, and a popular Thai travel blog. AI tools are far more likely to recommend it.

Pros for Hotels

• Early advantage in AI search.
• Trusted as a knowledge source.
• Can capture AI-driven bookings before competitors.

Cons for Hotels

• Harder to measure direct impact.
• AI content rules are still evolving.
• May require multi-platform visibility.

Hospitality Use Case

A Koh Samui luxury villa company gets mentioned in travel magazines and on high-authority sites. When ChatGPT compiles “Top 10 Luxury Villas in Koh Samui”, your brand makes the list, bringing high-value enquiries directly.

How SEO, AEO, and GEO Work Together for Hotels

These three aren’t rivals, they complement each other.

• SEO builds your hotel’s online foundation and credibility.
• AEO ensures you’re present in quick-answer and voice search results.
• GEO gets your brand recommended by AI-powered platforms.

Hotels in Thailand that want to increase direct bookings need all three.

How The Percentage Company Can Help

We specialise in next-level hospitality marketing for Thailand’s hotels, resorts, villas, and serviced apartments. Every project is unique, but here’s how we may apply SEO, AEO, and GEO for you:

1. SEO for Hotels

• Keyword research targeting high-intent guests.
• Technical optimisation (site speed, mobile, security).
• Content strategy with local guides, events, and attraction pages.
• Link building from reputable travel and tourism sites.

2. AEO for Hotels

• Build structured FAQ sections.
• Implement FAQ & How-To schema.
• Optimise content for voice search and Google snippets.
• Constant monitoring to keep your answers visible.

3. GEO for Hotels

• Publish AI-friendly, structured content.
• Secure coverage in sources AI trusts (blogs, travel media, forums).
• Train your content to match AI summarisation preferences.
• Track AI mentions and visibility.

Future-Proofing Your Hotel’s Direct Sales

The hospitality industry is moving quickly toward AI-powered search. Hotels that adapt early will:

• Reduce dependency on OTAs.
• Lower commission costs.
• Increase brand awareness globally.
• Capture emerging booking channels before competitors.

With The Percentage Company’s technology, marketing expertise, and hospitality focus, we make sure your hotel is visible whether guests search via Google, ask their phone, or consult an AI assistant.

A Strategic Advantage for Long-Term Hospitality Success

From a strategic standpoint, embracing SEO, AEO, and GEO together isn’t simply a marketing tactic, it’s a business resilience plan. The hospitality market in Thailand is becoming more competitive, with guests discovering and booking hotels through a mix of traditional search, voice, and AI-powered recommendations. Relying solely on OTAs or a single channel leaves revenue vulnerable to rising commission fees, shifting algorithms, and new booking behaviours. By building visibility across all three optimisation areas, hotels create a multi-layered presence that not only attracts more direct bookings today but also safeguards against future disruptions in how travellers search and decide. This is about owning your digital footprint, controlling your guest acquisition costs, and positioning your brand to thrive no matter how technology evolves.

Final Thought

SEO, AEO, and GEO aren’t just buzzwords, they’re the three pillars of hotel visibility in 2025. By optimising all three, you ensure your hotel is found, recommended, and booked, no matter where or how travellers search.

If you want your hotel to stay ahead of the curve and grow direct bookings, now is the time to act. Contact The Percentage Company today to discover how we can transform your hotel’s online presence and future-proof your sales.