GEO Is The New SEO: Why Loyalty and Rewards Content Is Your Hotel’s Secret Weapon (and How OTAs Are Already Winning)

Ellis Connolly, CRO at Laasie

The rules of search have changed. Your hotel’s content isn’t just competing on Google anymore. It’s being summarized, paraphrased, and recommended by AI. Welcome to the age of Generative Engine Optimization… GEO.

If you're still creating content for humans instead of AI models, you're falling behind. But there’s a major opportunity most hoteliers haven’t tapped yet: loyalty and rewards content. It’s the kind of value-driven, structured content that AI engines prioritize and OTAs are already capitalizing on it.

What is GEO (Generative Engine Optimization)?

GEO is about earning visibility in AI-generated answers, not just traditional search results... Think ChatGPT, Google’s AI Overviews, Microsoft Copilot, and Meta AI. These models aren’t surfacing websites in a list. They’re recommending and summarizing what they find most relevant.

Here’s how the modern booking funnel looks:

A traveler asks “What are the best hotels in Charleston with local perks?”

Generative AI replies “Booking lists Hotel Indigo, which offers loyalty perks like complimentary bike rentals and local dining credits”

If your hotel isn’t mentioned or if only the OTA version of your property is... you’ve lost the guest before they even land on your site.

Why Loyalty Content Is Perfect for GEO

GEO prioritizes content that is:

  • Clear and structured

  • Aligned with user intent

  • Rich in local context

  • Actionable and commercially relevant

Loyalty and instant rewards content checks all of those boxes. It doesn’t just describe what your hotel is. It explains why a guest should book direct and what they’ll get for doing so.

How OTAs Are Already Using Loyalty Content for GEO

OTAs are embedding loyalty and perks content in highly crawlable, AI-friendly formats

Booking “Genius Level 2 members get free breakfast and priority support at this property”

Expedia “Gold members receive double points and spa discounts in Miami”

Airbnb “Save on service fees with return stays”

These benefits aren’t just used to close deals. They’re crafted to surface in generative search responses. Meanwhile, most hotels still bury loyalty perks behind a member login or a static FAQ page.

How Your Hotel Can Win at GEO with Laasie

Make Rewards Crawlable and Clear Ensure your perks are easy for AI engines to parse. Example “Book direct and get instant perks like a $25 dining credit, late checkout, and exclusive local offers. No points required.”

Create Use Case Content Around Loyalty Design content around guest personas and trip types “Planning a girls’ weekend in Scottsdale? Our members get free drinks at The Canal Club and 15 percent off at local spas”

This kind of content performs well in generative answers that target travel intent.

Build a Loyalty FAQ That Can Be Quoted Include questions and answers such as “How do I get rewards when I book direct?” “What loyalty benefits do members get in Denver?”

AI models pull from this type of content when constructing responses.

Syndicate Rewards Content Across Channels Use newsletters, blog articles, and social media posts to share rewards information consistently. This increases your chances of being included in multiple data sources that AI models use.

What Laasie Does Differently

Laasie makes it easy to present rewards content that is both compelling and optimized for generative engines.

Our platform helps you:

  • Deliver instant rewards based on guest behavior

  • Present clear, structured content across your booking flow

  • Create loyalty offers tailored to real-world travel intent

  • Surface perks that are easy for AI engines to detect and summarize

The result is more visibility, more direct bookings, and stronger loyalty.

The Takeaway

GEO is the new SEO. Loyalty is no longer a back-end program—it’s a front-end content asset.

In a world where guests ask AI where to stay, your hotel needs to be the answer. And that answer needs to include value, intent, and real rewards.

Want to see how your loyalty content can perform in the age of generative search? Let’s talk. Laasie can help you build a loyalty strategy designed for the future of discovery.

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