Hotels across Asia-Pacific are adopting Generative Engine Optimisation (GEO) to enhance their visibility as event planners increasingly use artificial intelligence tools in place of traditional search engines to locate venues.

More than 70% of event planners now source venues online, but the way they discover these options is shifting towards AI-driven conversational searches and large language models (LLMs). Graham Pope, the Vice President of International at Cvent, highlighted the challenges this brings to hotels regarding how they display their information online.

“The first thing to remember is that more than 70% of event planners are sourcing their venues online. But that planner discovery process is shifting. It’s moving from traditional SEO-based searches to AI and conversational search,” stated Pope.

As planners progressively turn to AI to pose broader inquiries about potential venues, platforms boasting structured and trusted data have become vital for recommendations. “International planners leverage LLMs to source venues, often initiating with broad questions,” Pope noted. “What AI requires is structured, trustworthy data sources.”

This transition has made GEO—optimizing hotel details for AI-powered searches—an essential strategy for hospitality operators aiming to remain visible in planner searches.

Pope identified two key elements necessary for hotels to excel in AI-driven recommendations: structured data and compelling content. Hotels should guarantee that their venue profiles include comprehensive details about their facilities.

“It’s crucial to showcase meeting spaces, capacities, floor plans, and imagery effectively,” emphasized Pope.

Continual updates are equally crucial, particularly when properties undergo renovations or introduce new amenities. “If you’ve renovated, added new features, or updated anything within your property, ensure you present that information to engage with planners,” maintained Pope. AI tools frequently collate data from numerous online sources, including reviews and other credible mentions.

Hotels implementing timely adaptations in their content and data strategies could secure a competitive edge in attracting international events. Early adopters are anticipated to witness improved visibility and higher-quality inquiries from planners utilizing AI resources.

“The advantage here is that you are likely to receive significantly higher quality RFPs through LLMs since planner searches are becoming increasingly personalized,” he asserted. Moreover, hotels might experience enhanced global exposure to international planners through these platforms.

With the rapid expansion of AI-driven venue discovery, Pope warned that hotels that do not adapt risk losing market share to competitors with superior digital content strategies.