AI-powered generative search engines are changing customer behaviour faster than ever. Travellers are no longer only searching for “hotels near me” or “best restaurants nearby”. They are asking more detailed questions and expecting personalised recommendations that match their needs.
What Has Launched
Google has introduced Ask Maps, an AI-powered feature in Google Maps that allows users to ask questions in a conversational way and receive location-based recommendations.The feature was initially launched in March 2026 in the United States and India, In August 2026, Google expanded Ask Maps to more than 150 countries and territories, including markets such as Australia, Brazil, Canada, Indonesia, Japan, Mexico, Singapore, and Vietnam, making AI-powered local discovery available to more users globally. (Google Maps Support)
Instead of browsing multiple listings manually, users can ask questions such as:
- “What is the best airport hotel in Ho Chi Minh?”
- “Find a boutique hotel near the beach with good reviews.”
- “Where can I have dinner near my hotel after 9 pm?”
- “What are the best family-friendly places to visit nearby?”
Google Maps uses AI to understand the context behind the question and provide more relevant recommendations based on available information, including places, reviews, photos, and business details.
The feature has been expanded across multiple markets, allowing more users to experience AI-powered local discovery through Google Maps. (Google Maps Support)
How to Use Ask Maps on Google Maps
The availability of Ask Maps may vary depending on location, language, device, and account settings.
On iPhone and iPad
- Open the Google Maps app.
- Make sure you are signed into your Google account.
- Tap the Gemini or Ask Maps feature when available.
- Enter your question using natural language.
- Review AI-generated recommendations and location results.
On Android
- Open the Google Maps application.
- Select the Ask Maps or Gemini feature.
- Ask your location-based question.
- Explore suggested places, reviews, and information.
What Ask Maps Means for Hospitality and Tourism
For hotels, resorts, restaurants, and tourism businesses, Google Maps is becoming more than a location tool. It is becoming part of the AI-powered customer journey.
Customer Location Search Becomes More Convenient
Travellers increasingly expect search engines and AI assistants to understand their preferences, not just match keywords.
A guest may no longer search for “hotel in Bali”. Instead, they may ask:
“Find a wellness resort in Bali suitable for couples with ocean views.”
This means hospitality businesses need clear, accurate, and consistent information across their website, Google Business Profile, reviews, and third-party platforms.
AI Recommendations Are Becoming More Conversion Focused
AI search and answer engines are moving towards providing recommendations that help users make decisions faster.
For hospitality brands, visibility is no longer only about ranking first. It is about being understood, trusted, and recommended when travellers ask AI for suggestions.
This makes GEO, AI search optimisation, local SEO, and content quality increasingly important. Hotels need to strengthen signals such as:
- Accurate business information
- Consistent brand descriptions
- Detailed services and amenities
- Strong guest reviews
- Fresh and useful content
- Trusted mentions across the web
For hotels managing reputation, understanding review visibility is also critical. Learn more about hotel review websites that influence guest decisions and how to handle bad hotel reviews.
Traffic from AI to travel websites has surged by nearly 200%, surpassing traditional traffic sources, according to Adobe data. At the same time, Google has officially introduced new features such as Social Media Insights and AI performance data in Search Console developments that could shape potential trends in the future.
So, from your experience in the travel industry, do you believe this change is sustainable, or is it just a temporary trend?
Plan future trips on Google Maps
Travellers can now plan future journeys by selecting when they want to depart or arrive at a destination. Google Maps uses traffic conditions and transport schedules to estimate travel times, helping users make better decisions before they start their journey.
For example, a traveller planning a hotel stay can check estimated arrival times, organise nearby places to visit, save restaurants, and prepare routes before reaching the destination.
Other Google Maps features supporting travel planning include:
- Saved places: Travellers can create lists of hotels, restaurants, attractions, and activities they want to visit.
- Real-time location sharing: Users can share their location with friends, family, or travel companions.
- Offline maps: Travellers can download maps before visiting areas with limited internet access.
- Route preferences: Users can choose options such as avoiding toll roads, ferries, or highways.
- Street View exploration: Travellers can preview destinations and nearby areas before visiting.
Additional useful features to explore include:
- Remember parking locations, Timeline history, Vehicle customisation
