Google is dead. The search battle has moved inside AI.

7TH OCTOBER 2026

Keyword search volumes are down, traditional "10 blue links" are disappearing, and click-throughs are increasingly captured by AI overviews and conversational assistant modes. If your venue's organic search traffic has felt unpredictable, you are seeing a fundamental shift in consumer discovery.

In this digestible 30-minute session, Mark Lillicrap, CTO of leading hospitality digital agency Propeller, cuts through the AI hype. He breaks down where guest traffic has actually moved, how Large Language Models (LLMs) evaluate venue content, and the exact website adjustments hospitality marketers must make today to remain discoverable through 2027.

Key Takeaways:

• The Zero-Click Reality: 68% of Google searches now end without an outbound click, a figure that jumps to 83% when an AI Overview is present and 93% inside Google AI Mode.

• Parametric Memory vs. Real-Time Grounding: How LLMs draw on pre-trained dataset memory for unbranded recommendations vs. live website web-crawling for branded queries.

• The 100-Word Answer Rule: Why placing clear, factual 50–100 word summary answers at the top of your pages allows AI crawlers to instantly index core key facts.

• Hard Data Over Fluff: Why swapping vague adjectives (e.g., "picturesque luxury retreat") for hard facts (e.g., "50-bedroom country house on 20 acres") helps LLMs categorise your venue accurately.

• Deep Schema Markup: How structured JSON-LD (Hotel, EventVenue) and on-page FAQ schema feed answer engines and AI summaries.

• ChatGPT Ads Advantage: How early adopters are leveraging newly launched ChatGPT Ads (Aug 2026) for mid-funnel consideration at a lower cost.

Speakers:

Mark Lillicrap is the Co-Founder and Chief Technical Officer at Propeller. With over 25 years of experience delivering digital growth for hospitality brands (including Young’s, JW Lees, and Nando's), Mark leads Propeller’s product, web build, and AI strategy.