On May 6, Google announced its latest development on its official blog: the AI Max for Search format, a tool that could fundamentally transform how search campaigns work – and hospitality and tourism are no exception.
Built on artificial intelligence, AI Max for Search aims to make traditional search campaigns smarter and more efficient. This format can automatically generate new search terms, write personalised ad copy, and select the landing page that best fits user intent. According to Google, it could increase conversions by as much as 14–27%. From a technological perspective, this is an exciting development – but what truly matters to us is: what could this mean for a hotel or a restaurant?
At Everguest, we always strive to ensure that our clients’ campaigns don’t just follow trends – they set them. But we don’t believe in blindly adopting new features. For us, the value of new technology lies in its ability to deliver real, measurable results – and we prefer to validate this through our own testing.
That’s why it’s important for us to test the Google AI Max for Search format for our hospitality partners – with the clear goal of only integrating elements into campaign strategies that actually work in practice. And yes, we also plan to share our insights with the professional community at a later stage.
Why is this exciting for hospitality marketing?
Search intent in tourism is constantly shifting – whether it’s about an autumn wellness retreat, a family vacation by Lake Balaton, or a romantic weekend getaway. AI Max for Search promises the ability to react to these shifts faster and more accurately than ever before.
A technology like this can also help us create more relevant, engaging search ad experiences – while continuously improving campaign effectiveness in the background.
What’s next?
AI Max for Search is still new, and there are many open questions surrounding it. We’re already working to test it in a safe environment for some of our clients. Over the coming months, we plan to share what we learn – including how well this tool performs in reality, and how it can be used strategically in the long run.
