Search “holiday accommodation Busselton” today and the results look very different from a few years ago. Instead of a neat list of website links, Google now shows AI-generated summaries, local maps, booking prompts, and short recommendations.
This shift is not cosmetic. It reflects how Google is using artificial intelligence to interpret intent and present information more contextually. For hospitality operators, this change alters how visibility, trust, and authority work online.
AI Overviews, previously called the Search Generative Experience (SGE), pull details from multiple trusted sources to create a single, conversational answer. Google is no longer a directory of links; it is an answer engine. That means your website must demonstrate credibility and relevance strong enough for Google’s AI to reference.
If you run a resort, motel, or holiday park, it is time to think less about “ranking” and more about how your brand appears within these new summaries of the local accommodation landscape.
TL;DR
- AI Overviews are now the front line of organic visibility in Google.
- Google prefers trusted, structured, and experience-based content over keyword density.
- Consistency across listings and reviews is critical for AI recognition.
- Content needs to match traveller intent at each stage of decision-making.
- Structured data, freshness, and local depth help your business appear in AI summaries.
Why “Holiday Accommodation Busselton” Looks Different Now
Travel searches have always been competitive. Large booking platforms like Booking.com, Expedia, and Wotif dominate the traditional results with their high domain authority. Now AI Overviews have added a new layer. Google’s algorithm draws from various pages, maps, and profiles to provide one immediate answer to a user’s question.
A typical search for “holiday accommodation Busselton” may display:
- A summarised list of top-rated resorts or apartments
- A map pack of local operators
- A short paragraph explaining why Busselton is popular
- A carousel of “things to do nearby”
This is a more integrated, user-first experience. The separation between paid, organic, and local results has blurred. To remain visible, hospitality brands must become part of the information Google’s AI trusts enough to summarise.
How AI Overviews Decide What to Show
The Trust Layer
AI Overviews rely on signals of reliability. Google checks whether a business appears legitimate, active, and consistent across the web. Key factors include:
- A verified and complete Google Business Profile
- Recent reviews and citations from credible directories
- Structured data that confirms location, pricing, and services
If your business details align across platforms, your credibility increases. If your listings conflict or your information is out of date, your chances of being mentioned fall sharply.
The Relevance Layer
AI systems do not count keywords. They evaluate how fully your content satisfies the searcher’s intent. A page that clearly answers “Is Busselton good for family holidays?” or “Which Busselton stays have self-contained units?” is far more likely to be referenced in AI results.
Modern SEO is about aligning with intent clusters, not chasing individual search terms. Google aims to mirror the traveller’s journey from discovery through to booking.
Using AI Overviews to Your Advantage
Step 1: Write from Real Experience
AI models are designed to reflect human judgment. They value writing that shows first-hand understanding of a place or service.
Focus on content that feels lived in and specific:
- Describe nearby attractions, dining, and local activities
- Provide insights such as the best time of year to visit
- Include high-quality images and guest reviews
Pages that sound like booking templates are ignored. Pages that sound like genuine hosts or guides are more likely to be summarised.
Step 2: Structure Content So AI Can Read It
AI Overviews depend on clear formatting. Structure tells the algorithm how to interpret your content.
- Use schema markup for hotel details, reviews, FAQs, and local business data
- Organise headings around natural questions, such as:
- What is the best season to visit Busselton?
- Which holiday accommodation in Busselton suits families?
- Are there self-contained resorts in the region?
By answering these questions directly, you help AI identify your content as the most relevant response to a user’s query.
Step 3: Build Topical Depth Around Core Searches
Topical authority is one of the strongest signals for AI visibility. Instead of relying on one keyword page, develop a series of interlinked articles that build expertise.
If your main keyword is “holiday accommodation Busselton”, create related pages or posts such as:
- “Top Family Activities in Busselton”
- “Guide to Self-Contained Accommodation in Western Australia”
- “The Ultimate Busselton Weekend Itinerary”
Together these pieces create a network of information that positions your site as an expert resource on the Busselton experience. Google’s AI then has more reason to draw from your content.
Step 4: Strengthen Local SEO Foundations
AI search still relies on accurate local data.
Check that:
- Your name, address, and phone number are identical on every platform
- Your Google Business Profile is complete with categories, photos, and opening hours
- You respond to reviews promptly and professionally
Local reliability signals feed directly into AI Overviews. When your digital footprint is consistent, Google is more confident referencing you in its summaries.
What AI Overviews Mean for the Future of SEO
AI Overviews represent a shift from search engines providing lists to providing decisions. Google’s goal is not only to show options but to anticipate what the user wants to know next.
For hospitality brands, this means thinking like publishers rather than advertisers. Instead of focusing purely on visibility, focus on being the most useful and trustworthy source of information about your region and offering.
Key implications:
- Long, informative pages that include local insights outperform thin summaries
- Frequent updates signal freshness, which AI prioritises
- Named authors or identifiable contributors strengthen perceived expertise
- User engagement metrics such as time on page and click-through to maps reinforce relevance
In practice, SEO is becoming content design for algorithms that interpret human preferences.
For a practical look at how artificial intelligence is already shaping the way we create and optimise content, read our article on how to use AI to write articles that read like they were written by a human.
The Human Element Still Matters
AI can analyse facts but not emotions. Travellers still want reassurance that their choice feels right. Authentic photography, transparent pricing, and honest descriptions build trust that no algorithm can fabricate.
Even as AI curates the search results, human judgement drives the final decision to book. That is why genuine storytelling and accurate representation remain essential.
When your content captures what it feels like to stay in your accommodation, it serves both audiences: the AI that reads it for structure and the human who reads it for confidence.
Turning Search Evolution into Strategy
To make AI Overviews work for you, start by strengthening what you already control:
- Audit your online presence. Make sure every listing tells the same story and includes complete details.
- Expand your content. Cover more aspects of your location and guest experience.
- Apply structured data. Treat schema markup as standard maintenance, not a bonus.
- Refresh regularly. Update your site to reflect current seasons, rates, and events.
- Measure engagement. Track which content keeps visitors interested and adjust accordingly.
Final Thought
Searches like “holiday accommodation Busselton” are an early signal of how artificial intelligence is reshaping SEO. Google is shifting from displaying links to presenting context and confidence.
For hospitality businesses, the challenge is not to outsmart algorithms but to give them the most complete and credible picture of who you are.
AI Overviews reward clarity, authenticity, and local expertise. Those qualities have always mattered in hospitality. Now they define success in search as well.