SEO & GEO
GEO (Generative Engine Optimization)
Generative Engine Optimization (GEO) is the practice of optimising content so that it is named and cited in the answers of generative AI systems such as ChatGPT, Perplexity or Google AI Overviews. Unlike classic SEO, GEO does not aim at a ranking position but at inclusion in a generated answer.
For hotels this means clearly answered questions, clean structured data, unambiguous facts about location, amenities and prices — and mentions on sources AI systems trust.
Related terms: LLMO (Large Language Model Optimization) AEO (Answer Engine Optimization) Structured data (Schema.org) AI Overview
LLMO (Large Language Model Optimization)
LLMO covers the measures that ensure a brand is correctly and frequently represented in the training and retrieval data of large language models. The term is often used synonymously with GEO but emphasises the model side rather than the individual answer.
Related terms: GEO (Generative Engine Optimization) RAG (retrieval augmented generation)
AEO (Answer Engine Optimization)
Answer Engine Optimization (AEO) optimises content for direct answer formats — featured snippets, voice assistants and AI answers. Its core is the question-answer structure: a precise question and an answer that stands on its own.
Related terms: GEO (Generative Engine Optimization) FAQ page
SEO (search engine optimisation)
SEO covers all measures that improve a website's position in unpaid search results. It splits into technical SEO, content, and external signals such as links and mentions.
Related terms: GEO (Generative Engine Optimization) Structured data (Schema.org)
AI Overview
An AI Overview is a Google-generated summary above the classic search results that merges and links several sources. For websites this means visibility increasingly comes from being cited, not only from ranking.
Related terms: GEO (Generative Engine Optimization) Zero-click search
Zero-click search
A zero-click search is one answered directly on the results page, with no click through to a website. The share of such searches rises markedly with AI answers.
Related terms: AI Overview GEO (Generative Engine Optimization)
Technology & measurement
Structured data (Schema.org)
Structured data is machine-readable markup in a page's source that labels content unambiguously — hotel, room rate, rating or opening hours. It is the prerequisite for search engines and AI systems to take over facts reliably.
Related terms: Rich snippet GEO (Generative Engine Optimization)
Rich snippet
A rich snippet is an enhanced search result showing information beyond title and description — star ratings, prices or availability. It is based on correctly implemented structured data.
Related terms: Structured data (Schema.org)
Conversion tracking
Conversion tracking measures defined target actions — booking, enquiry, newsletter sign-up — and attributes them to the source that triggered them. Without it, a campaign's contribution to revenue cannot be proven.
Related terms: Google Consent Mode v2 Server-side tracking Booking engine (IBE / WBE)
Google Consent Mode v2
Google Consent Mode v2 is an interface through which a website tells Google whether a user has consented to analytics and advertising. Google adapts tag behaviour accordingly; for Google Ads and GA4 in Europe it is a prerequisite.
Related terms: Conversion tracking revDSG (Swiss data protection act)
Server-side tracking
In server-side tracking, measurement data is captured in your own server environment rather than in the user's browser and forwarded from there. This makes measurement less dependent on browser restrictions and ad blockers.
Related terms: Conversion tracking Conversion API
Conversion API
A conversion API transmits conversion events directly from the server to an advertising platform such as Meta or TikTok, complementing or replacing the browser pixel. It compensates for measurement loss caused by cookie restrictions.
Related terms: Server-side tracking Conversion tracking
Attribution
Attribution assigns a booking or enquiry to the channels and touchpoints that contributed to it. Because hospitality guests often use several channels over weeks, the attribution model chosen materially shapes how a campaign is judged.
Related terms: Conversion tracking Customer journey
Hospitality & distribution
Direct booking
A direct booking is a booking made without an intermediary — via the property's own website, phone or booking engine. It carries a substantially higher margin than an OTA booking because no commission is due.
Related terms: OTA (online travel agency) Booking engine (IBE / WBE) Rate parity
OTA (online travel agency)
An OTA is an online booking portal that brokers accommodation for a commission — Booking.com or Expedia, for example. Depending on model and market, that commission is typically a double-digit percentage of booking value.
Related terms: Direct booking Rate parity Metasearch
Booking engine (IBE / WBE)
The booking engine is the system through which guests select and confirm available rooms on the property's own website. Whether it is connected to tracking decides if bookings and revenue can be attributed to the campaigns that triggered them.
Related terms: Direct booking Conversion tracking
Rate parity
Rate parity means a property shows the same price for the same service across all distribution channels. Where it is upheld voluntarily beyond what is legally required, the price incentive for direct booking disappears.
Related terms: Direct booking OTA (online travel agency)
Metasearch
Metasearch refers to price comparison services such as Google Hotel Ads, Trivago or Kayak that place offers from several channels side by side. For hotels it is where the direct booking competes head-on with the OTA.
Related terms: OTA (online travel agency) Direct booking
RevPAR
RevPAR (revenue per available room) is the revenue per available room over a period, combining occupancy and average rate into a single metric. It reveals whether higher occupancy actually produced more income or was simply bought with price.
Related terms: ADR (average daily rate)
ADR (average daily rate)
ADR is the average room rate achieved per sold night over a period. Together with occupancy it produces RevPAR.
Related terms: RevPAR
Strategy
Customer journey
The customer journey describes the sequence of every touchpoint a guest passes through from first inspiration to booking and the stay beyond. In hospitality it typically spans inspiration, research, comparison, booking, stay and rebooking.
Related terms: Buyer persona Direct booking
Buyer persona
A buyer persona is a condensed, data-backed profile of a typical guest including motives, objections and decision paths. It aligns messages and channels with real decision patterns instead of demographic averages.
Related terms: Customer journey
CRO (conversion rate optimisation)
CRO covers all measures that increase the share of website visitors who complete a desired action. It works on user flow, offer clarity and friction in the booking process — not on more traffic.
Related terms: Conversion tracking Booking engine (IBE / WBE)
