The CEO of Nelios speaks to Tornos News about how AI is redefining travel search, what Greek hotels must do to stay visible in the age of zero-click searches, and why emotional connection still matters
Artificial Intelligence is rapidly transforming the way travelers search for and choose hotels. In your view, what are the most important changes we’ll see in online travel search and booking in the coming years?
Until recently, online bookings typically began with a basic Google search or through an OTA. Today, however, travelers are increasingly using conversational tools to ask more complex and nuanced questions. We’re moving away from simple keyword-based queries like “hotels in Athens” toward dialogue-based searches, such as: “I’m looking for a family-friendly hotel in a quiet pedestrian area in Athens, ideally with a view of the Acropolis.”
AI systems can now understand the intent behind such questions and return fewer, but more targeted, results. In practice, this means fewer clicks, fewer pages of listings, and more personalized responses. Over the next few years, we will see a sharp rise in so-called zero-click searches, where the recommendation is embedded directly into the system’s response — without the user even visiting a website. This changes everything about hotel visibility and SEO.
Voice search and tools like ChatGPT or Google SGE are becoming part of everyday travel planning. How will they impact how hotels interact with their audiences online?
Voice and conversational search platforms shift communication to a more natural, human-like level. Travelers now “speak” to the system and receive recommendations in real time. This means hotels are no longer found solely through search engines but within an ecosystem of dialogue — where clarity, authenticity, and relevance of content become critical.
Hotels that accurately and vividly describe the experience they offer will have more chances to be featured in AI-generated answers. In effect, each hotel will need to “train” the AI to understand who they are and what they offer.
In a world where machines understand traveler preferences, how can Greek hotels ensure they remain visible and attractive in an AI-driven landscape?
Visibility in the age of AI won’t be driven by ad budgets, but by technological readiness, data quality, and meaningful content. Greek hotels that want to remain visible must invest in the technical optimization of their websites, ensure their data is well-structured, and describe their offerings in ways AI can understand.
AI is not interested in keywords in the old SEO sense — it prioritizes truth, clarity, and consistency. Hotels that present themselves honestly, have fast and well-organized websites, and provide clear and helpful information will be the ones featured in these new types of search results.
AI promises better targeting and user experience — but it also demands adaptation. What are the main challenges the hospitality sector must overcome to fully embrace this new technology?
The first major challenge is the lack of know-how. Many hospitality businesses still lack the tools or expertise to adapt their digital footprint to the requirements of these new search environments.
The second is content organization. Many hotel websites suffer from poor structure, incomplete translations, or outdated data — all of which make it harder for AI systems to index and understand them.
The third — and perhaps the most crucial — is the shift in mindset. AI isn’t just another marketing channel; it’s a new way of understanding and engaging with guests. Hotels will need to communicate their human character and hospitality culture through AI-generated answers. That requires strategy, close collaboration between marketing and tech teams, and a commitment to ongoing improvement.
Digital innovation now seems inseparable from the tourism experience. How do you see the relationship between AI, hospitality, and travel inspiration evolving in the near future?
AI doesn’t remove the human element from hospitality — it enhances it. By understanding traveler preferences, lifestyle, and even mood, this technology helps people find what truly fits them.
In practice, it acts as a bridge between travel inspiration and real-world experience. It allows hotels to offer more personalized suggestions, anticipate guest needs, and create more meaningful interactions.
What I see for the future of tourism is a blend of technology, authenticity, and emotion — with AI serving as a quiet partner to human hospitality.
