{"id":1404983,"date":"2026-09-21T17:00:49","date_gmt":"2026-09-21T16:00:49","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=1404983"},"modified":"2026-09-30T13:33:28","modified_gmt":"2026-09-30T12:33:28","slug":"accor-x-getmint-from-seo-to-geo-boosting-brand-visibility-on-ai-search-engines","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/fr\/cases\/accor-x-getmint-from-seo-to-geo-boosting-brand-visibility-on-ai-search-engines\/","title":{"rendered":"<span class=\"highlight\"> Accor x GetMint<\/span> Du SEO au GEO : Am\u00e9liorer la visibilit\u00e9 de sa marque sur les moteurs d'IA"},"content":{"rendered":"<p><strong><em>A look back at the &#8220;Data &amp; AI Morning Sessions: The CMO&#8217;s Roadmap.&#8221; Content, measurement, and GEO: placing data and AI at the heart of performance.<\/em><\/strong><\/p>\n<p>Until recently, travel companies secured their online visibility by focusing on traditional search engine optimization (SEO). The rise of artificial intelligence is changing the game. Today, the new challenge is to ensure brands are recommended by generative AI engines.<\/p>\n<p><a href=\"https:\/\/group.accor.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Accor<\/strong><\/a>, a global hospitality leader with 45 brands spanning luxury, economy, and lifestyle, and nearly 120 million loyalty members, recognized this shift as early as 2024. The group has partnered with <strong><a href=\"https:\/\/www.getmint.ai\/\" target=\"_blank\" rel=\"noopener\">GetMint<\/a><\/strong>, a company specializing in Generative Engine Optimization (GEO), to regain control over AI recommendation engines.<\/p>\n<p style=\"text-align: center;\"><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/1NQMa6QNBNs?si=OoFffc3YovDl7xK1\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>From SEO to GEO: A New Search Paradigm<\/h2>\n<h3>Becoming the AI\u2019s Choice<\/h3>\n<p>In the past, search engines relied on keywords, and the goal was to rank first on the search engine results page (SERP). Today, generative AI has made searches highly precise and contextualized. Tomorrow, AI agents will compare, select, and purchase directly on behalf of the customer. When that happens, the goal will be to become the &#8220;AI&#8217;s choice&#8221; to remain visible to users.<\/p>\n<p>Artificial intelligence is rapidly becoming a part of daily life:<\/p>\n<ul>\n<li>Nearly <strong>2 billion<\/strong> daily active users worldwide.<\/li>\n<li><strong>900 million<\/strong> weekly active users on ChatGPT alone.<\/li>\n<li><strong>49% of users<\/strong> use AI to find solutions to their needs.<\/li>\n<li><strong>70% trust<\/strong> their AI assistant during their purchasing decision-making process.<\/li>\n<\/ul>\n<h3>Becoming a &#8220;Core Source&#8221;: The New Rule of Visibility<\/h3>\n<p>AI engines do not treat all online sources equally. According to a GetMint study analyzing over 220,000 domains, only 14% of sources\u2014known as core sources\u2014are systematically queried by AI. The remaining 86% are consulted at random.<\/p>\n<p>Being classified as a core source increases a brand&#8217;s probability of appearing in AI responses by more than 50%. The challenge for content creators is to identify the common characteristics of these sources (such as format, topic depth, and search intent) and adapt their strategy to meet these criteria.<\/p>\n<h3>3 Pillars of a GEO Strategy<\/h3>\n<p>To address these challenges, GetMint has developed a three-step approach:<\/p>\n<ol>\n<li><strong>Monitor visibility<\/strong> using three KPIs: Share of Voice (percentage of appearance in AI answers), Alignment (consistency with corporate marketing positioning), and Sentiment (positive or negative tone).<\/li>\n<li><strong>Optimize content<\/strong> specifically designed for AI recommendation systems by identifying the core sources for each market segment to adapt editorial strategy.<\/li>\n<li><strong>Influence sources<\/strong> by ensuring an optimal brand presence across the identified core sources (customer reviews, media outlets, influential blogs, and official data).<\/li>\n<\/ol>\n<blockquote><p>&#8220;<em>SEO remains an excellent foundation for GEO, but it is no longer enough to guarantee recommendations in AI answers. Organic traffic is declining, and customer acquisition costs are rising.<\/em>&#8221; &#8211; <a href=\"https:\/\/www.linkedin.com\/in\/joanburkovic\/\" target=\"_blank\" rel=\"noopener\"><strong>Joan Burkovic,<\/strong><\/a> Co-Founder de GetMint<\/p><\/blockquote>\n<h2>The Accor Case Study: Building a Sustainable GEO Strategy<\/h2>\n<h3>Regulatory and Technological Catalysts<\/h3>\n<p>Accor integrated GEO into its broader strategy in 2024. Two major factors triggered this transition:<\/p>\n<ul>\n<li><strong>Regulatory Impact<\/strong>: The implementation of the Digital Markets Act (DMA) reshaped search engine visibility rules. This new regulatory landscape favors third-party booking platforms, making direct access to organic search results more complex and expensive.<\/li>\n<li><strong>Technological Impact<\/strong>: Generative AI engines now handle billions of travel-related queries. They typically narrow down recommendations to just 3 to 5 options. Brands that fail to make this shortlist risk becoming completely invisible.<\/li>\n<\/ul>\n<h3>Fostering Direct Customer Relationships<\/h3>\n<p>The travel sector is particularly exposed to this shift in search behavior. Customers looking for a hotel adopt these technologies quickly and expect a frictionless experience. Every booking captured by an AI and routed to a third-party platform represents a loss of value for Accor. This creates three main challenges:<\/p>\n<ul>\n<li>Appearing in AI recommendations.<\/li>\n<li>Appearing via direct booking channels (rather than third-party travel platforms).<\/li>\n<li>Building customer loyalty for future bookings.<\/li>\n<\/ul>\n<h2>Regaining Control of Data: The Direct-to-AI Access Strategy<\/h2>\n<p>AI players (OpenAI, Gemini, Anthropic, Perplexity) do not share search data from LLM conversations. As a result, Accor initially had no way of knowing when the brand was mentioned, on what types of prompts, or why it was left out of certain queries.<\/p>\n<p>To bridge this gap, the Accor team created prompts that mimic actual LLM conversations (using SEO and Analytics data as a foundation), while GetMint\u2019s solution tracked KPIs by running thousands of these prompts at scale.<\/p>\n<blockquote><p>\u201cWe were the first hospitality group in the world to launch a custom ChatGPT app. It feeds the platform with our own data to ensure reliable information about Accor and help boost our overall visibility.\u201d &#8211; <a href=\"https:\/\/www.linkedin.com\/in\/yassinehachem\/\" target=\"_blank\" rel=\"noopener\"><strong>Yassine Hachem<\/strong><\/a>, Senior Vice President E-Commerce &amp; Customer Engagement, Accor<\/p><\/blockquote>\n<h2>A Four-Phase GEO Strategy<\/h2>\n<p>Accor built upon its existing SEO foundations and partnered with GetMint to automate insights production at scale:<\/p>\n<ul>\n<li><strong>Internal Education<\/strong>: Convincing all internal teams (marketing, product, communications, executive leadership) that the decline in organic search traffic is a structural shift, not a temporary trend.<\/li>\n<li><strong>Methodology<\/strong>: Simulating queries with automated bots to generate missing data and actionable insights: Which sources are AI engines actually consulting? For which queries? And how are they ranked?<\/li>\n<li><strong>Industrialization<\/strong>: Accelerating the transformation by automating insight generation, allowing Accor to react quickly.<\/li>\n<li><strong>Decentralized Governance<\/strong>: A central team produces the insights and recommendations, while local business units adapt the strategy for their respective markets to account for geographic, linguistic, and seasonal differences.<\/li>\n<\/ul>\n<h3>Positive Outcomes: The Fairmont Example<\/h3>\n<p>For its luxury brand Fairmont, Accor tracks four key KPIs that demonstrate the success of this strategy:<\/p>\n<ul>\n<li><strong>Share of Voice<\/strong>: 71% frequency of appearance in AI responses (Target: 100%).<\/li>\n<li><strong>Sentiment<\/strong>: The impact of cited customer reviews is overwhelmingly positive. Unanswered negative reviews degrade this score, as the AI only processes what is published online.<\/li>\n<li><strong>Alignment<\/strong>: 72% consistency between Accor\u2019s corporate messaging and the AI&#8217;s perception on target queries.<\/li>\n<li><strong>Direct Citation<\/strong>: Ranking in the top 3 results with direct links redirecting users to Fairmont or ALL Accor booking sites.<\/li>\n<\/ul>\n<h2>Key Takeaways from Accor\u2019s GEO Strategy<\/h2>\n<p>The Accor teams have gathered three key operational lessons:<\/p>\n<ul>\n<li><strong>GEO is a collaborative effort<\/strong>: Every department\u2014marketing, product, communications, and executive leadership\u2014plays a role in driving brand visibility.<\/li>\n<li><strong>It is a race against time<\/strong>: Securing an early presence in core sources creates a sustainable competitive advantage. There is no one-size-fits-all playbook; rapid and tailored execution is what determines future visibility.<\/li>\n<li><strong>It requires continuous effort<\/strong>: Algorithms are updated constantly, and core sources shift over time. Teams must continuously learn and optimize to maintain their search rankings.<\/li>\n<\/ul>\n<p>With a recent Gartner study predicting that more than 50% of search queries will be generated by AI or autonomous agents by 2028, embracing this transformation has become an immediate priority.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><em>[ \u00b9 ] <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-03-31-gartner-predicts-over-50-percent-of-customer-service-organizations-will-double-their-technology-spend-by-2028\" target=\"_blank\" rel=\"noopener\">https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-03-31-gartner-predicts-over-50-percent-of-customer-service-organizations-will-double-their-technology-spend-by-2028<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jusqu\u2019\u00e0 r\u00e9cemment, les agences de voyage assuraient leur visibilit\u00e9 en ligne en misant sur le r\u00e9f\u00e9rencement naturel (SEO) traditionnel. L\u2019essor de artificial intelligence bouleverse la donne. Aujourd\u2019hui, le nouveau d\u00e9fi consiste \u00e0 faire en sorte que les marques soient recommand\u00e9es par les moteurs d\u2019IA g\u00e9n\u00e9rative. Accor, leader mondial de l\u2019h\u00f4tellerie avec 45 marques couvrant les segments du luxe, de l\u2019\u00e9conomie et du lifestyle, et pr\u00e8s de 120 millions de membres de son programme de fid\u00e9lit\u00e9, a pris conscience de cette \u00e9volution d\u00e8s 2024. Le groupe s\u2019est associ\u00e9 \u00e0 GetMint, une entreprise sp\u00e9cialis\u00e9e dans l\u2019optimisation des moteurs g\u00e9n\u00e9ratifs (GEO), afin de reprendre le contr\u00f4le des moteurs de recommandation bas\u00e9s sur l\u2019IA.<\/p>","protected":false},"featured_media":1404984,"parent":0,"template":"","meta":{"_acf_changed":false},"categories":[],"class_list":["post-1404983","cases","type-cases","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/cases\/1404983","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media\/1404984"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/media?parent=1404983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/fr\/wp-json\/wp\/v2\/categories?post=1404983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}