Recent posts on LinkedIn declared the end of the search engines as we know them, one of them even declared 'RIP Search'.

This is in tune with an avalanche of recent headlines arguing that traditional search is dead due to the rise of AI Search via the generative AI platforms ChatGPT, Claude, Perplexity, etc.

Some experts herald the end of Google's monopoly on search and claim that traditional search marketing is becoming obsolete.

Others believe the rumors about the inevitable end of the “traditional” search engines like Google at the hands of AI Search are highly exaggerated.

The question is: is traditional search marketing becoming irrelevant and should hoteliers keep investing in it?

The rumors about the inevitable end of the “traditional” search engines like Google at the hands of AI Search are highly exaggerated. In 2025 Google’s revenues grew by 15% vs 2024, from $350 billion to $402.8 billion. Net income grew 32% from $100 billion to $132 billion. Advertising revenue on Google grew 11.3% from $264.6 billion to $294.6 billion.

These results contradict media posts and articles declaring the end of the search engines.

According to latest data by SEMrush, people interact with search engines 34 TIMES more often than with AI search. AI Search was on the rise over the past year, but still received 34 times less visits than traditional search engines.

Based on SEMrush data, ChatGPT adoption did not reduce Google Search usage. On the contrary, there was even an increase in average Google Search usage after ChatGPT adoption.This supports the expansion hypotheses, meaning people did not substitute their typical Googling with ChatGPT-ing.

So, should hoteliers abandon their traditional search marketing? Definitely not! Search marketing on Google and all of its formats: Google Ads (GA), Google Hotel Ads (GHA), organic listings (SEO) consistently contributes to over 50% of hotel website bookings.

Naturally, don’t forget about GEO (Generative Engine Optimization)!

Max Starkov
Hospitality & Online Travel Tech Consultant & Strategist

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