The Hotel Guest Journey No Longer Starts with Google
Voice reading · ~1 min
The guest journey is changing faster than many hoteliers realise. According to a new analysis by Debbie Miller, published in Hotel News Resource, travellers are increasingly skipping Google and starting their hotel search on other digital platforms. That means the old playbook of SEO and paid search is losing its edge.
Miller argues that platforms like TikTok, Instagram, and even ChatGPT are becoming the new starting points for travel inspiration and booking research. This shift is structural, not temporary. If your hotel's marketing strategy still treats Google as the front door, you are already behind.
My take: this is a wake-up call for hoteliers who have been passive with their distribution. The battle for direct bookingsDirect bookingA direct booking is one the guest makes through the hotel's own channels, with no middleman. It saves the OTA commission and gives the hotel the guest data to build loyalty. Winning direct is one of the industry's big... now starts on social feeds and AI assistants, not on a search results page. The winners will be those who build brand presence where discovery happens, not where comparison happens.
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