Understanding Google’s new AI search results—and what you can do to keep your accommodation business visible online.
What’s Changing with Google Search?
Google has begun rolling out a new search experience in the UK that uses generative AI. Instead of simply showing a list of links, Google now offers an AI Overview—a paragraph at the top of some results pages, summarising what it thinks best answers the query.
For example, someone searching for “romantic cottage breaks in Suffolk” might now see a short paragraph of AI-generated text recommending properties or platforms—before they see any traditional search listings.
Often, these summaries favour content from large booking platforms like Airbnb, Sykes or Booking.com. That means independent accommodation websites can be pushed further down, even if the search was a perfect fit for them.
A Quick Example: Our Own Website in AI Search Results
You might be wondering—who actually shows up in these AI summaries?
Recently, we searched the phrase “web design for bed and breakfasts”—a topic we write about regularly on our blog. Here’s what Google showed (screenshot 30th July 2025):
We were pleased to see that our article was cited as the first source in Google’s AI-generated overview.
This shows that it’s possible for smaller, topic-focused websites to be recognised by Google’s AI—when the content is helpful, clear, and focused.
A Real Concern from a Client
One of our clients, who owns an agency, searched for a phrase that described one of his cottages exactly—but found that his own site didn’t appear in the AI search results. Instead, the AI summary featured big booking platforms.
It’s a common question right now:
“Is there anything I can do to be seen in Google’s new AI results?”
Let’s explore what helps—and what doesn’t.
What You Can Do to Help Your Website Appear in AI Search
At the moment, you can’t “apply” or “register” to appear in the AI Overview. But you can improve the chances that your website will be seen as relevant and useful.
Here are five practical things you can do:
1. Be Clear and Specific in Your Wording
Google’s AI is trained to understand direct, well-written content. It looks for answers to:
- What is this business?
- Where is it located?
- Who is it for?
Instead of: “A lovely countryside retreat”
Try: “A self-catering holiday cottages near Sidmouth in Devon, ideal for couples and families.”
The more clearly you describe your offering, the more chance Google’s AI has of recognising it as a good match.
2. Answer Common Questions on Your Website
Include a short FAQ section with answers to the questions your guests most often ask.
Is your cottage dog friendly?
Yes, our cottage welcome dogs and include an enclosed garden.
Is there parking on site?
Yes, there’s private off-road parking for two cars at the property.
This helps Google understand your content—and it’s great for guests too.
3. Share What Makes You Unique
AI tools reward helpful, original content. That means your unique perspective matters.
Try creating a few short blog posts or pages about:
- Seasonal local events
- Walks and hidden spots nearby
- Personal touches you offer
- Your story as an owner
Big platforms can’t match this kind of authenticity—and it’s often the kind of content AI will pull into its summaries.
4. Keep Your Google Business Profile Updated
While not part of your website, your Google Business Profile is a key signal to Google.
Make sure you:
- Add recent, high-quality photos
- Update opening/availability information
- Include your website and contact details
- Encourage satisfied guests to leave reviews
This strengthens your overall presence in Google search.
5. Know That AI Search Is Still Changing
This is a new system, and it’s still evolving. Not every search includes an AI Overview. People still scroll, compare, and click into actual websites.
So don’t worry—traditional search results are still relevant. This is just one more layer of visibility.
What to Expect From Us
At Web Design for Accommodation, we’re keeping a close eye on how AI is changing the search landscape—because we know it matters to small accommodation businesses like yours.
We’re also preparing detailed instructions (to do yourself) and a dedicated package (so we can do it for you) for those who want to take their websites further into the AI age. But for now, this article is here to inform and support you—not to sell you anything.
Coming Soon: Tailored Guides for Different Property Types
Over the coming weeks, we’ll be publishing more detailed follow-up posts for:
- Bed & Breakfasts, Guest Houses and Small Hotels
- Self-Catering Cottages, Lodges and Apartments
- Campsites and Glamping Sites
- Property Rental Agencies
Each will focus on practical actions you can take based on your type of accommodation.
Got a Question About AI Search?
If you’re wondering how this change might affect your own website—or you’ve done a search and want help understanding the results—send us a message. We’re happy to offer clear, honest advice.