Transforming Ibis Darwin Airport Hotel
Search isn’t what it used to be. Google has moved from simple link lists to AI-generated answers – and the shift is happening faster than most hotels realise. Here’s how we got here.
10 blue links. That’s all it took. Rank high for your keywords, and you won the click. Search was simple, organic visibility was predictable, and you had control.
Google introduces AI generated summaries. Traditional results are pushed down. Brands get mentioned – but aren’t always linked. Organic traffic starts to drop, and users stop scrolling.
Google’s newest experience uses a dedicated tab for AI only answers — no more 10 links to choose from. Searchers get one clean, summarised response. Blue links still exist, but fewer people are clicking through.
Search isn’t what it used to be. Google has moved from simple link lists to AI-generated answers – and the shift is happening faster than most hotels realise. Here’s how we got here.
10 blue links. That’s all it took. Rank high for your keywords, and you won the click. Search was simple, organic visibility was predictable, and you had control.
Google introduces AI-generated summaries. Traditional results are pushed down. Brands get mentioned – but aren’t always linked. Organic traffic starts to drop, and users stop scrolling.
Google’s newest experience uses a dedicated tab for AI-only answers — no more 10 links to choose from. Searchers get one clean, summarised response. Blue links still exist, but fewer people are clicking through.
It’s not just about change – it’s about consequence. As AI reshapes how results are shown, traffic is already falling. These are the early warning signs that no business can afford to ignore.
AI Overviews are now present in 55% of searches.
Source: SparkToro
Of searches now end with zero clicks (up from 26% in 2022).
Source: SparkToro
Drop in clicks on position 1 when AI Overviews appear.
Source: Ahrefs
Paid click through rate drop when AI Overviews are present.
Source: Seer
Projected organic traffic decline by 2028.
Source: Gartner
The way people search has evolved. Short keywords are being replaced with full questions, context, and intent – and search engines are responding with answers, not results.
People used short, punchy phrases – like “golf resorts Gold Coast” or “best golf courses in Queensland.”
You could target individual keywords or longtail variations and climb to the top of results.
Now, people ask full questions with context, preferences, and intent.
AI doesn’t search for keywords, it looks for the most relevant, helpful answers.
You must be seen as the expert, not just the match.
AI doesn’t just return links – it crafts responses. The search experience is shifting from showing options to recommending outcomes. If your business isn’t in the answer, it’s not in the conversation.
Search engines return pages of links– you scan, click, compare, and decide.
Results are based on keyword matching, not necessarily the best or most relevant answers.
AI interprets your intent, runs hundreds of micro-searches, and delivers one smart, nuanced answer – factoring in tone, sentiment, and context. No keyword-matching. No link lists. Just answers.
“We had no idea AI was already reshaping traffic.OmniHyper showed us how to adapt and win.”
David Lane
General Manager
ibis Singapore on Bencoolen
AI search isn’t replacing Google – it’s changing what shows up.
If your business isn’t prepared, your visibility – and customer opportunities – will disappear.
SEO gets you seen in traditional search. AI Source gets you seen where search is going.
While traditional search isn’t disappearing, its share of referral traffic to business websites is shrinking.
AI-powered tools, including Google’s own AI Overviews and AI Mode are steadily capturing more guest intent.
As search evolves, visibility in AI answers will become essential to protect and grow your business.
Source: McKinsey
AI Source is OmniHyper’s newest optimisation product – built for the way customers now search: through conversational AI platforms, AI-enhanced search engines, voice assistances and embedded AI.
AI Source is designed for the next frontier:
AI Source becomes the source of truth for AI – making your business the answer, not just another result. It restructures your content, applies technical enhancements, and teaches AI platforms what makes your hospitality business relevant, trusted, and visible.
Is this just another SEO trend?
No – this isn’t a trend, it’s a shift. AI search is already live across Google, ChatGPT, and more. AEO (Answer Engine Optimisation) is how your hospitality business shows up when people ask these tools what to choose, where to go, or who to trust.
Our SEO is working well – why add this?
That’s great – it means you're ready for the next level. SEO gets you seen in traditional search. AI Source gets you seen where search is going: answers, not links. One doesn’t replace the other – they work together.
Is this something my existing SEO agency can do?
Traditional SEO agencies focus on rankings in Google’s classic search results – but AI search works differently. Tools like ChatGPT, Gemini, Copilot, AI Overviews, and Google’s new AI Mode don’t rank links – they recommend answers.
AI Source is built specifically for this shift. It’s not just SEO with a twist – it’s an entirely different discipline, with different signals, structure, and strategy. OmniHyper is leading this change for brands across industries, so your business becomes the answer AI gives.
