Google vs. AI Search in Q2 2025: What the Latest Data Means for Your Hotel (From Datos & SparkToro)
TL;DR Search behavior is evolving fast, and boutique hotels need to adapt. While Google still dominates U.S. desktop search, zero-click searches are rising, and AI tools like ChatGPT are becoming real players in how travelers research and compare hotels. Most search activity is informational, not booking-driven, so visibility early in the journey matters more than ever. To stay competitive, boutique hotels should optimize for SERP exposure (not just clicks), structure content to be AI-friendly, and use full-funnel strategies that guide travelers from discovery to direct booking. — The search landscape is evolving… again. Yesterday, I dove into the fresh Q2 2025 data from Datos and SparkToro. The big takeaway? Google is still king, but cracks are forming in the crown. AI tools are gaining ground fast, and traveler behavior is shifting with it. If you’re a boutique hotel owner, general manager, or marketer trying to drive more direct bookings, here’s
