Adapting hotel content to AI search Course
from SEO to AEO
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Start anytime
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Study anywhere
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Learn practical skills
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Be job ready
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US$99 for HSMAI Members
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US$199 for non-members
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12 Months access
- 6 CPD Points
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5 Videos
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2 GPTs
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Downloadable Guides
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Certification of Completion
The age of AI search is here and it’s already reshaping how travelers discover and book hotels. Instead of scrolling through endless links, guests now expect AI platforms like ChatGPT, Gemini, or Perplexity to “do the Googling for them” and deliver one trusted answer. As a hotel operator, your job is to make sure your property is part of that answer. That’s exactly what this course is designed to help you do: stay visible, capture more direct bookings, and stay ahead of competitors in this new distribution landscape.
Now, AI might be evolving faster than traffic builds up in San Diego on a rainy day, and yes, every platform has its own quirks. But the good news is you don’t need a PhD (or even deep SEO experience) to adapt.
There are clear, pretty simple, common-sense practices you can start implementing today to optimize your discoverability in AI search results. Not rocket science. In this course, you’ll learn exactly what those are, step by step, with practical hotel-focused examples, checklists, and action items you can apply immediately. By the end, you’ll not only understand how AI search works—you’ll have a concrete roadmap to ensure your hotel is always part of the answer.
WHAT PAST PARTICIPANTS HAVE SAID
HSMAI MEMBER – US$99 | NON-HSMAI MEMBER – US$199
Course Outcomes
- Understand the importance of benchmarking in evaluating hotel performance
- Describe key methods and tools used for hotel performance benchmarking
- Identify gaps in current benchmarking practices to enhance results
Course Lessons
- The Foundation: How AI is Transforming Hotel Search
- From Search to Booking: Understanding the New Funnel
- SEO vs AEO: Rethinking Optimization for AI Search
- Action Steps: Optimizing Your Hotel Website for AI
- Action Steps: Optimizing Hotel Visuals for AI Search: images, Video & Syndication
- Building Your AI Optimization Roadmap
- Final Quiz
This course is for you if:
- This course is designed for everyone across the hospitality spectrum – from independent hotel owners and general managers who wear twenty hats a day, to revenue managers and marketing directors at boutique properties, to senior executives at global hotel brands. Whether you’re a first-timer who has never touched SEO or a seasoned digital marketing expert with years of campaigns under your belt, the playing field has just shifted. AI search isn’t a distant future – it’s our new reality, shaping how travelers discover, compare, and book hotels today. That means operators, brand marketers, asset managers, Booking Engine providers, distribution specialists, as well as SEO agencies working with hospitality companies need to master these strategies now. Waiting is not an option; in this AI-driven landscape, being late means being invisible.
The course is entirely online and self-paced, with a lot of video and guides for you to not only learn what to do but have your plan of action ready and the instructions to follow to complete this important journey, and a few quizzes to check your knowledge throughout.
You get access for 12 months so you’ll be able to keep coming back to check details s you go thru this process.
COURSE PARTNERS
