Last week, we conducted an interesting test of our AI strategy for hotel and accommodation clients, aimed at improving their ranking – particularly how they are “picked” by AI Overviews, ChatGPT, and other large language models (LLMs). What we discovered highlights the growing importance of brand reviews in this AI-driven age.
The test proved one key point: Google’s AI Mode and chatbots like ChatGPT now retell your brand story – often through customer reviews. You’re no longer fully in control of the narrative.
Read the full story with us and explore actionable strategies you can apply today.
Why reviews now sit at the centre of your SEO/ GEO strategy
Your brand story no longer belongs to you. Google AI Mode and AI chat platforms, such as ChatGPT, scan the open web and remix whatever they find. A single answer box can quote an angry Trustpilot post, an outdated article, and a competitor’s comparison page, then show it to millions. Google rolled AI Overviews into mainstream search in May 2024; early tests already reveal factual slip-ups.
That puts every public review in the spotlight. Here is what the latest data tells us:
- 68 per cent of people shape an opinion after reading six reviews or fewer. (1)
- Trust is getting harder to win. The share of consumers who treat reviews like personal recommendations fell from 79 per cent in 2020 to 42 per cent in 2025. (2)
When AI picks snippets for an overview, it favours content with clear language, recency, and authority. Reviews often tick all three boxes, so they become the raw material that shapes how prospects see you.
See more: Do Reviews Still Matter for Hotels and Accommodations in 2025?
As you can see, this test compares traditional hotel listings with AI-powered search results. While traditional search included hotels with weaker ratings, Google AI Mode filtered for consistently positive reviews – proving that review quality now directly shapes your brand visibility.
What does it mean for our tourism industry?
Reviews now drive how travellers see you online. AI-driven search engines stitch answers from every public source they can scan. That includes TripAdvisor posts, Booking.com comments, and even a stray blog rant from 2019. When someone asks: “Is this hotel worth it?” the answer may lean on the loudest review, not the fairest one.
AI now amplifies those opinions in many different key places
- Hotel pack results on Google Maps
- Long questions typed into Google search or voice assistants
- Your website, competitors’ pages, Wikipedia, Feefo, G2, industry blogs, YouTube, etc.
What should tourism & hospitality businesses do?
- Ask while the stay is fresh: Send a review link within a day of checkout. Travellers respond when the trip is still top of mind. Seventy-eight per cent leave feedback only when prompted.
- Answer every review, good or bad reviews: Luxury hotels hit a seventy-three per cent response rate; the industry average is forty. Closing that gap is the easiest win.
- Mind the wording: Encourage guests to mention the room type, city, or special amenity. Clear language helps AI pick accurate snippets.
- Watch niche sites: Cruise forums, food blogs, and TikTok comments can surface in AI overviews. Set alerts for your brand name plus “review.”
- Keep your pages tidy: Add fresh testimonials and mark them up with schema. Google links that prove to your brand, giving AI a safer source.
You cannot edit an AI summary. What you can do is keep it fed with fresh, honest stories from real guests. Treat every review like it sits on the busiest street in town. Answer fast. Learn from the feedback. Let travellers and search engines carry the version of your brand you want the world to hear.
Need a hand with the heavy lifting? Heads On Pillows offers GEO (Generative Engine Optimisation) for tourism and hospitality, including hotels and tour operators. Leave the hassle to us and stay focused on welcoming guests.
