Google officially launches AI Mode: threat or opportunity for hotels?

Google has announced the official launch of AI Mode in Search in Spain , marking a decisive step toward conversational search, also key to its strategy to make its search engine more useful, interactive, and responsive to the latest browsing trends.

Starting today, this new experience will be gradually rolled out in search results, cementing the role of artificial intelligence as a central driver in travelers' search , planning, inspiration, and purchasing decisions.

AI Overviews and AI Mode are not the same: main differences

But before analyzing its impact on the hotel sector, it's important to clarify that the AI Overview model (which we've discussed in other articles ) and AI Mode are not the same and represent two different experiences within Google's search strategy.

AI Overviews

• Their main objective is efficiency . They consist of quick, direct answers that automatically appear at the top of Google search results, summarizing useful information for the user.
• They are designed for simple or informational queries, such as "what to see in Madrid" or "how to get to Malaga," with the goal of providing an immediate and useful summary that saves the user time.

AI Mode

• Its main objective is depth . It's an advanced research mode that the user voluntarily activates when they want to explore beyond a specific search.
• It allows you to maintain an ongoing dialogue with the searcher, ask follow-up questions, refine ideas, plan complete experiences, or delve deeper into complex topics.
• Designed for more elaborate, multi-stage searches, it's more suited to queries like "Help me plan a 5-day trip to Andalusia with centrally located hotels and cultural activities."

While AI Overview summarizes, AI Mode accompanies . It transforms from a search engine into an intelligent assistant that guides the user through the entire discovery process.

What does Google's AI Mode mean for the hotel industry?

The launch of AI Mode redefines how travelers search and book. These are the key implications:

Fewer clicks to official websites

More and more information (reviews, prices, locations, reviews, and even personalized suggestions) is being displayed directly on Google. This reduces the number of users clicking on external results and can impact organic traffic to official hotel websites.

Potential loss of informational traffic

Queries like "best spa hotels in Tenerife" or "romantic accommodations in Granada" can be resolved directly within AI Mode, limiting hotels' visibility in generic searches and limiting traffic to their hotel websites.

Strengthening the direct channel and the brand

Branded searches are more important than ever. Solid technical SEO, along with a strategy focused on branded keywords and valuable content , are essential to continue attracting direct bookings.

Opportunities in the era of AI Mode

While the risk of traffic loss is real, the new scenario also opens the door to new opportunities for hotels that know how to adapt:

• Semantic visibility : Google will value structured and understandable content for its AI. Websites with Schema data, FAQs, and clear service descriptions will be more likely to be cited in generative answers.
• Local relevance : Authentic and localized information (activities, experiences, events, cuisine) can make the hotel a preferred source within generative conversation.
• Conversational Experiences : Hotels will be able to leverage AI Mode's conversational nature to appear in broader searches related to travel inspiration and planning.

What hotels can do from today

At Paraty Tech, we've been championing the hotel's official website as its primary and most profitable channel for 13 years, and all our experience is geared toward enhancing its value.

The arrival of AI Mode only reinforces this vision and underlines the need for a solid strategy based on two fundamental pillars:

1. Advanced technical SEO : Ensure indexability, crawlability, structure, and speed to compete in an environment where Google interprets and synthesizes content.
2. Defending brand keywords : ensuring that when a user searches directly for a hotel, the official website is the preferred option over OTAs.

We believe the emerging concept of GEO (Generative Engine Optimization) is nothing more than the natural evolution of SEO done right , i.e., useful content, brand authority, technical optimization, and semantic consistency.

The big unknown: advertising

For now, AI Mode doesn't include ads . However, Google's business model relies heavily on advertising, which is essential to sustaining its ecosystem. It will be key to observe how, when, and in what format ads will be integrated into this new experience and how they will impact the organic visibility of hotels and OTAs.

Conclusion

The launch of AI Mode in Spain marks the beginning of a new era in online search. While AI Overviews offers quick answers, AI Mode transforms search into a continuous conversation or dialogue . It acts as an intelligent assistant that accompanies the user throughout the entire process, from inspiration to final booking.

In this new environment, hotels that focus on advanced technical SEO, a solid brand, and a strong direct channel will not only protect their visibility but also gain relevance among OTAs and position themselves as the preferred choice for travelers in this new digital era.

The future of online booking no longer depends solely on clicks; it depends on how you guide the user throughout their entire search journey.