A zero-click search is a query resolved entirely on the results page, through featured snippets, knowledge panels or AI Overviews, so the searcher never visits any website. A growing share of travel questions ends this way.
For hotels, simple informational queries, check-in times, distances, weather, increasingly die on the results page. The traffic that still clicks is deeper in the decision process, comparing options, checking availability, looking for booking reassurance.
The response is twofold. Feed the zero-click surfaces correct information, since the answer will be shown with or without the hotel's participation, and invest content effort where clicks still happen, decision-stage pages that comparisons and AI citations send travelers to.
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