---
title: "From SEO to GEO: Accor looks for the right recipe — Marsanne Studio AI watch"
description: "Accor is adapting its search optimisation strategy to be recommended by generative AI tools such as ChatGPT."
url: "https://marsanne.studio/en/ai-watch/from-seo-to-geo-accor-looks-for-the-right-f5442d/"
lang: "en"
---

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Announcement · 7 October 2026

# From SEO to GEO: Accor looks for the right recipe

Original title, in French: “Du SEO au GEO : Accor cherche la bonne recette”

**Publication**

IT for Business (France)

**Author**

Reynald Fléchaux

**Published on**

7 October 2026 · read in the page structured data

## Summary

Accor, the hotel group, is shifting its strategy from traditional SEO to GEO (Generative Engine Optimization), so that its hotels appear among the establishments recommended by generative artificial intelligence tools such as ChatGPT. Its CDAIO (Chief Data & AI Officer) explains the strategy, which relies in particular on the UCP and aims at hyper-personalised recommendations based on the traveller.

Summary based on the full text of the article.

[Read the article on IT for Business →](https://www.itforbusiness.fr/accor-du-seo-au-geo-108187)

## Classification

**Country**

France

**Company size**

Large companies

**Industries**

Tourism, hospitality, catering

**Companies**

Accor (deploys AI)

**Keywords**

geo, seo, generative artificial intelligence, hospitality, personalisation, chatgpt

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to IT for Business and its author. Entry translated from French by Claude Sonnet 5.5.