Representatives of Google and Cendyn outlined on Tuesday at ITB Berlin 2025 on how hotel owners can leverage AI to drive bookings.

The pair—Nicolas Dussart, head of strategic partnerships at Google; and Tina Markowitz, vice president of global strategy at Cendyn—said that one of the questions most posed to them was by hoteliers wanting to know how to best position their websites in order to be picked up by the Google algorithm.

Dussart (below) said: “Google crawls the web each day. The first aspect is the things that are always true. We want accurate and fresh content. So a hotelier needs to make sure that the content is relevant to the users. They also need to make sure that the language matches that. The other aspect, which is more tactical, is how to adjust your webpages from a coding perspective so that AI can make the most of it.”

He went on: “A good example of this is price accuracy. You see that structural data markup is one way to announce the accuracy of the content. Labelling this data properly helps Google verify more accurately and frequently. That goes on to lead to better checks and validations.”

Another approach, Dussart said, was for hoteliers to post more original content on their websites in the form of graphics and video. However, Markowitz acknowledged that this brings a time and cost to any project.

She said: “It’s a large investment when it comes to time and cost, and many hotels don’t have the time nor the energy to get all these ads and video content out there. One of the things with AI is that it can create this content at scale.”

A solution, she said, would be to use generative AI in order to produce this content. Despite still being in a nascent stage, Markowitz said that AI can be used to generate content at scale.

She added: “AI can be really useful in generating that content but also personalising it for consumers.”