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.
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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 what’s changing and what you should be doing about it.
Google Is Still Dominant – But It’s Not Untouchable
In the U.S., Google holds a 95%+ share of desktop search traffic. That means your hotel’s SEO strategy, Google Business Profile, and paid search efforts are still critical. But while Google’s market share remains high, the number of searches per user is subtly declining.
This isn’t cause for panic, but it does reflect changing user behavior:
- More users are getting what they need directly from the search results page (SERP).
- AI Overviews, Featured Snippets, and People Also Ask boxes are reducing clicks to actual websites.
In other words: potential guests may see your hotel’s name or value prop without ever clicking through to your website.
What you should be doing about it:
- Optimize for visibility, not just clicks, but target Featured Snippets, People Also Ask, and AI Overviews with useful, structured content.
- Monitor visibility metrics like impressions and branded search volume alongside traffic.
- Use branded search ads to defend SERP real estate and stay top-of-mind even when organic clicks drop.
AI Search Behavior Is Growing Fast – And It’s Changing Travel Planning
ChatGPT.com is now a top 10 search destination from Google . In fact, nearly 30% of U.S. desktop users visited ChatGPT in May 2025, and AI tool usage has nearly tripled since last year.
Travelers are increasingly turning to AI to:
- Research destinations
- Compare hotels or amenities
- Plan itineraries and ask logistical questions
This behavior represents a new layer of influence in how travelers discover and evaluate your hotel, even if it happens before they ever hit your site.
What you should be doing about it:
- Write content that AI can easily summarize and extract, including clear answers, bullet points, and strong formatting.
- Add FAQ sections to your site that cover common booking questions, unique selling points, and things to do nearby.
- Use schema markup to help AI models “understand” your property and surface it in AI-generated answers.
Zero-Click Searches Are Rising – But Exposure Still Matters
The number of zero-click searches (where a user doesn’t visit any website) has grown noticeably in the U.S. since March 2025, particularly after the rollout of AI Overviews.
This doesn’t mean people aren’t interested in your hotel; it means they’re often finding what they need without ever leaving the SERP. For example, your Google Business Profile might be answering their questions directly.
Why this matters:
- You could be getting more exposure than ever, even if it doesn’t show up as traffic in Google Analytics.
- Travelers may learn about your property, see your amenities, and form impressions without ever visiting your site (yet).
What you should you be doing about it:
- Treat Google search impressions like top-of-funnel brand impressions.
- Optimize your Google Business Profile with fresh photos, review responses, accurate hours, and compelling descriptions.
- Track search visibility and branded search growth as indicators of awareness, even when traffic plateaus.
Most Search Behavior Is Informational – Not “Book Now”
Only 1–2% of desktop searches in the U.S. showed purchase intent in Q2 2025. That means nearly all traveler search activity is exploratory or educational in nature, comparing hotels, learning about destinations, or figuring out trip logistics.
If your SEO or ad strategy is built only around “book now” intent, you’re missing a huge opportunity.
What this means for boutique hotels:
- Most guests are early in their journey when they find you—build trust first, then convert later.
- Content that educates (like “best neighborhoods to stay in [City]” or “romantic weekend itinerary for [Destination]”) performs better in search than pushing direct bookings alone.
What you should be doing about it:
- Create blog content and landing pages that align with travel planning queries.
- Build a full-funnel strategy: use SEO for awareness, paid search for conversion, and remarketing to nurture.
- Capture emails or offer content downloads (e.g., “local guide” PDFs) to re-engage travelers later in the decision cycle.
What Boutique Hotel Marketers Should Focus on Now
The second half of 2025 is a turning point in how travelers use search and AI to plan their stays. While Google still drives the majority of discovery, the journey is more fragmented than ever, and visibility matters at every stage.
Here’s where to focus your efforts:
- Own your Google footprint: Update your Business Profile, defend your brand with search ads, and pursue SERP visibility with structured content.
- Create content AI can use Structured FAQs, listicles, and well-formatted blog posts are more likely to appear in ChatGPT and other AI responses.
- Don’t obsess over direct conversions: Plan for multi-touch journeys. Use remarketing, email, and retargeting to bring travelers back when they’re ready to book.
- Meet travelers at every stage of the funnel: Educate with content. Convert with offers. Re-engage with helpful follow-ups.
Bottom Line: Search is still critical for boutique hotel visibility, but it’s not just about blue links and booking buttons anymore. The journey is longer, the SERPs are noisier, and AI is changing where discovery happens. Get visible, stay relevant, and meet your guests where they’re already searching.
