Hotels across the Asia-Pacific region are increasingly adopting Generative Engine Optimisation (GEO) as event planners shift their venue discovery methods from traditional search engines to artificial intelligence tools. This transition is driven by a growing reliance on AI-powered, conversational searches, with over 70% of event planners now sourcing venues online, according to Graham Pope, Vice President of International at Cvent.
Pope noted that the discovery process for planners is evolving significantly: “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 shifting from traditional SEO, web-based search to AI and conversational search.” As planners utilize AI to pose broad inquiries about potential venues, platforms that provide structured and reliable data are becoming increasingly crucial for generating recommendations.
“International planners are using LLMs to source venues, and they’re asking or starting with some very broad questions,” Pope explained. “What AI relies upon is structured, structured, trusted data sources.” This shift underscores the importance of GEO, which focuses on optimizing hotel information for AI-driven searches, making it a vital strategy for hotels looking to maintain their visibility in a rapidly changing landscape.
According to Pope, two key elements determine how effectively hotels appear in AI-driven recommendations: structured data and content. Hotels are advised to ensure that their venue profiles are comprehensive, featuring detailed information about facilities, meeting spaces, capacities, floor plans, and high-quality imagery. Regular updates are crucial, particularly when properties undergo renovations or introduce new services. “If you’ve had a renovation, if you’re adding new amenities, if you’re updating anything within your property, making sure you’re showcasing that so you can engage with those planners,” he emphasized.
AI tools aggregate information from various online sources, including reviews and other credible mentions, further highlighting the necessity for hotels to adapt their content strategies. Early adopters of these practices may find themselves at a competitive advantage in attracting international events business. Pope suggested that hotels optimizing their digital presence will likely see enhanced visibility and more qualified inquiries from planners utilizing AI tools.
“The benefit of this is that you will get much more highly qualified RFPs through LLMs because planner searches are becoming more and more personalised,” he stated. This shift could also offer hotels greater global exposure to international planners through these AI-driven platforms.
As AI technology continues to revolutionize venue discovery, Pope warned that hotels that fail to adapt risk losing market share to competitors with more effective digital content strategies. With the hospitality industry increasingly relying on AI-driven venue searches, the importance of GEO cannot be overstated. Those who embrace these technologies may not only enhance their visibility but also position themselves favorably for future opportunities in the evolving events landscape.
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