At the EHL HumanX summit in Lausanne, Mirko Lalli, founder of The Data Appeal Company, warned that the rise of artificial intelligence represents a “tsunami” for the tourism industry, where destinations and independent hotels risk becoming completely invisible. According to him, although about 60% of travelers use AI for planning, nearly 80% of the generated suggestions come exclusively from online travel agencies (OTAs), leaving the rest of the market out of search results.
To counter this trend, companies must reconfigure their strategies. Lalli estimates that adapting to the AI era depends 70% on content and only 30% on technical aspects. User search behavior has transformed into “vibe travel planning,” with the average prompt length increasing over the last decade from five to about twenty words. This is driving a comeback for blogs and detailed semantic content, which algorithms need to answer users’ specific and intentional queries.
The impact of these changes is already visible globally. Data collected from over 300 destinations in 61 countries shows organic traffic drops of over 60% due to the “zero-click” phenomenon. As an example of this trend, even Wikipedia lost about 1.6 billion monthly visits within two years. In this context, traditional digital marketing disciplines are being redefined: SEO is becoming GEO (Generative Engine Optimization), and SEM is becoming GEM (Generative Engine Marketing). At the same time, advertising within generative engines remains highly selective, with OpenAI testing an ad beta version with a reported minimum cost of EUR 200,000.
The European region and, in particular, Italy are lagging behind in this transition. In addition to the regulatory barriers imposed by the AI Act, fragmented technological infrastructure represents a major obstacle; for example, in Italy, each region uses up to 20 different property management systems (PMS). Ultimately, the recommended strategy combines the automation of repetitive tasks through AI with the leveraging of authentic human interaction, which will define the new standard of luxury in hospitality.
Frequently Asked Questions
How is AI changing travel planning?
Approximately 60% of travelers use AI for planning, shifting search behavior toward “vibe travel planning” with longer, more detailed prompts.
What does GEO mean in digital marketing?
GEO stands for Generative Engine Optimization, the evolution of traditional SEO adapted for artificial intelligence algorithms.
How can independent hotels avoid online invisibility?
Hotels must create detailed semantic content and blogs to feed AI algorithms, combining AI automation with authentic human interaction.